Creative Data

A01 Data-Enhanced Creativity.
Creative work that uses data to fundamentally improve creative output and consumer experience. This can include, but not be limited to, personalisation, dynamic content, and interactive experiences where data demonstrably elevates the creative concept and delivers superior business outcomes.

A02 Real-Time & Dynamic Creative.
Creative campaigns that leverage live data streams to deliver responsive, contextually relevant content. Work should demonstrate how real-time data integration creates more timely, personalised, or situationally appropriate creative experiences.

A03 Creative Data Visualisation.
Innovative visual representations of complex data that drive consumer understanding and behaviour change. This can include, but not be limited to, interactive dashboards, data-driven installations, dynamic infographics, and immersive data experiences that make information compelling and actionable.

B01 Data-Driven Creative Strategy. NEW
Strategic use of data insights to define target audiences, creative messaging, channel selection, or brand positioning. The work should show how quantitative insights fundamentally shaped creative direction and improved campaign effectiveness.

B02 Creative Data Collection & Research.
Innovative approaches to gathering, sourcing, or aggregating data that unlock new creative opportunities. This can include, but not be limited to, novel research methodologies, creative data partnerships, or breakthrough data discovery that drives superior brand strategy.

B03 Data Integration.
Creative campaigns that combine multiple data sources to generate new insights and creative opportunities. Work must demonstrate how connecting disparate data streams enabled breakthrough creative solutions or audience understanding.

B04 Retail Media. NEW
Work that strategically harness retailer-owned data and channels (such as websites, apps and in-store displays) to create targeted creative experiences at crucial decision-making moments, using first-party insights and purchase behaviour data to enhance brand relevance and drive measurable business outcomes.

C01 Data Infrastructure & Architecture Innovation. NEW
Creative solutions enabled by breakthrough data infrastructure, systems architecture, or data management platforms. The work should demonstrate how innovative data infrastructure design, cloud solutions, API integrations, or data pipeline architecture unlocked new creative possibilities and campaign effectiveness at scale.

C02 Data-Driven Media Innovation. NEW
Creative use of data to transform media planning, buying, and optimisation. This can include, but not be limited to, breakthrough programmatic creative, audience discovery through media data, cross-platform attribution modelling, and innovative media measurement that drives creative effectiveness and media efficiency.

C03 Creative Data Technology.
Development or application of data-driven tools, platforms, algorithms, or models that enhance creative capabilities. This can include, but not be limited to, predictive creative systems, or breakthrough technology that transforms how creative work is conceived or delivered.

C04 Social Data & Community Insights.
Creative interpretation of social media data to build authentic connections with specific communities. The work should show how social listening, sentiment analysis, or community data drove creative solutions that resonate with target audiences.

C05 AI Craft. NEW
Celebrating creative data work that could only exist because of AI - work that pushes beyond conventional creative limitations to achieve outcomes, experiences, or innovations that would be fundamentally unattainable through traditional methods alone.

D01 Data-Driven Product Innovation.
Physical or digital products created through data insights and research. The work must clearly demonstrate how data contributed to product development, user experience design, and measurable business success.

D02 Data Storytelling & Narrative.
Work that transform data insights into compelling brand narratives. The work should show how data-driven stories increased engagement, changed perceptions, or drove meaningful consumer action.

E01 Ethical Data & Privacy Innovation. NEW
Creative solutions that demonstrate responsible data use while delivering exceptional consumer experiences. The work should demonstrate how privacy-first approaches, transparent data practices, ethical AI implementation, or consumer data empowerment created competitive advantage and built trust.

E02 Purpose-Driven Data Solutions. NEW
Data-driven work addressing social, environmental, or ethical issues. The work should demonstrate how creative use of data amplified brand purpose, drove social impact, or connected consumers to meaningful causes.

F01 Breakthrough Innovation on a Budget.
Creative data solutions that achieved maximum impact despite budget constraints. The work must show how smart data strategy, innovative thinking, and efficient resource allocation solved significant business challenges.

F02 Market Disruption & Transformation.
Data-driven creative work that fundamentally changed market dynamics, consumer behaviour, or industry practices. Must demonstrate how creative data application created new market opportunities or disrupted established competitors.

F03 Use of Humour.
Data-driven work that celebrates the art of humour in branded communications, infusing wit, satire, and cleverness into campaigns that provide amusement and create memorable, laughter-inducing connections with audiences.

F04 Cultural Engagement.
Data-driven work that honours marketers who craft strategic solutions rooted in the lived experiences of culturally grounded communities. This approach reflects and translates the nuances of customs, behaviours, and traditions that shape foundational perspectives on identity (e.g. disability, gender, race, orientation, age). Such insights reveal how diverse audiences choose brands and media experiences, driving growth and impact.