This category is designed to recognise the most promising and talented creative teams making waves within the industry through fresh, creative ideas. Teams will be judged on their creative output.

Amid competition from new brands, established brands need to evolve to meet modern consumer needs. Entries should focus on the delivery of the transformed brand itself, rather than any advertising or marketing created to promote it. Judges will consider the refreshed brand’s quality and distinctiveness as well as its ability to cut through.

Amid competition from new brands, established brands need to evolve to meet modern consumer needs. Entries should focus on the delivery of the transformed brand itself, rather than any advertising or marketing created to promote it. Judges will consider the refreshed brand’s quality and distinctiveness as well as its ability to cut through.

This award will celebrate the best new brand developed and launched during the eligibility period. Entries should focus on the development of the brand, not the creative work developed to support it. Judges will consider the brand’s quality and distinctiveness, as well as its ability to stand out.

This award will celebrate the best new brand developed and launched during the eligibility period. Entries should focus on the development of the brand, not the creative work developed to support it. Judges will consider the brand’s quality and distinctiveness, as well as its ability to stand out.

This category celebrates the most artistic and powerful storytelling through branded content films that tell a brand’s story in a creative, innovative and effective way.

This category celebrates the most artistic and powerful storytelling through branded content films that tell a brand’s story in a creative, innovative and effective way.

Consumers want more from brands than just utility. This category will reward creative ideas that raise awareness or positive sentiment towards an environmental cause/ issue, and/or change behaviour.

Consumers want more from brands than just utility. This category will reward creative ideas that raise awareness or positive sentiment towards an environmental cause/ issue, and/or change behaviour.

Consumers want more from brands than just utility. This category will reward creative ideas that raise awareness or positive sentiment towards a social cause/ issue, and/or help shift culture or change behaviour.

Consumers want more from brands than just utility. This category will reward creative ideas that raise awareness or positive sentiment towards a social cause/ issue, and/or help shift culture or change behaviour.

This category celebrates creative ideas that have originated internally with no official client brief. From internal communications, CSR, community impact, workplace equality and staff well-being, this category is the only one to recognise these non-client creative ideas.

This category celebrates creative ideas that have originated internally with no official client brief. From internal communications, CSR, community impact, workplace equality and staff well-being, this category is the only one to recognise these non-client creative ideas.

Brands now have the ability to “be on” 24 hours a day, 7 days a week. While this allows consumers to have a continuous conversation with them, it also means that smart brands can respond and react to wider events or moments in time. This category goes to the best creative idea that was quick off the mark.

Brands now have the ability to “be on” 24 hours a day, 7 days a week. While this allows consumers to have a continuous conversation with them, it also means that smart brands can respond and react to wider events or moments in time. This category goes to the best creative idea that was quick off the mark.

This category awards the most creative campaign that used one or more social media influencers or a celebrity’s social platforms to increase the brands reach. This can be as a standalone initiative or as part of a wider campaign.

This category awards the most creative campaign that used one or more social media influencers or a celebrity’s social platforms to increase the brands reach. This can be as a standalone initiative or as part of a wider campaign.

This category celebrates an agency’s consistent and longer-term creative contribution across its client portfolio, using two or more examples. Previous clients that have won in this category are eligible for entry after a two year gap.

Disruptive to the market, new brands are driving consumer choice within every sector of the economy. Achieving cut through is essential and this category will reward those creative ideas for new brands doing just that.

Disruptive to the market, new brands are driving consumer choice within every sector of the economy. Achieving cut through is essential and this category will reward those creative ideas for new brands doing just that.

Commercial creativity manifests itself in many different forms beyond the confines of traditional advertising. This award will be given to the most ground-breaking and original idea.

Commercial creativity manifests itself in many different forms beyond the confines of traditional advertising. This award will be given to the most ground-breaking and original idea.

Brand partnerships are a proven way to build equity and create an emotional resonance with consumers. This category will award creative ideas which through partnerships enhance the brands image.

Brand partnerships are a proven way to build equity and create an emotional resonance with consumers. This category will award creative ideas which through partnerships enhance the brands image.

Awards to the best creative TV ad of 30 seconds or less. This should be an original 30 second ad rather than a cut down.

Awarded to the best creative customer experience idea. Entries could include apps and services designed to improve customers’ experience of a brand

Awarded to the best creative design idea. Entries should demonstrate each of the elements of the design and how it served the brand needs.

This award will recognise the most creative ambient idea. Eligible work includes ambient posters and should be executed in unusual or unexpected places. Judges will consider the concept’s creativity and originality.

Awarded to the best creative idea using innovative technology to solve a client’s problem.

Awarded to the best creative experience idea. Includes live events, pop-ups, brand activations, festivals and immersive experiences.

Awarded to the best creative idea using in-game technology. Campaigns entered into this category will have utilised the comms opportunities of any type of gaming (including console games, PC games, social or mobile gaming) to reach audiences in new and exciting ways.

Awarded to the best creative idea across multiple channels. Campaigns into this category must make use of at least two different media channels.

Awarded to the best creative idea in out of home advertising. Includes 6-sheets, 48-sheets, 96-sheets, giant posters, digital and interactive posters, cross tracks, bus sides, taxis and special builds.

Awarded to the best creative idea in out of home advertising. Includes 6-sheets, 48-sheets, 96-sheets, giant posters, digital and interactive posters, cross tracks, bus sides, taxis and special builds.

Awarded to the best creative idea in print advertising. Includes advertising in local and national press, business and consumer magazines, inserts, wraps and covers.

Awarded to the best creative idea in print advertising. Includes advertising in local and national press, business and consumer magazines, inserts, wraps and covers.

Awarded to the best creative idea in audio and radio advertising. Includes any form of radio broadcast, internet advertising, streaming audio content, downloadable content and podcasts.

Awarded to the best creative idea in audio and radio advertising. Includes any form of radio broadcast, internet advertising, streaming audio content, downloadable content and podcasts.

Awarded to the best creative social idea. Includes online viral film, digital advertising, streaming video, photo sharing and gifs.

Awarded to the best creative idea in film advertising. Includes TV ads, cinema, idents, branded documentaries and brand films.

Awarded to the best creative idea in film advertising. Includes TV ads, cinema, idents, branded documentaries and brand films.

Awarded to the best creative idea for an automotive brand or service.

Awarded to the best creative idea for an automotive brand or service.

Awarded to the best creative idea for a charity, not-for-profit organisation, NGO or public sector organisation.

Awarded to the best creative idea for a charity, not-for-profit organisation, NGO or public sector organisation.

Awarded to the best creative idea for a consumer retail product or brand. Including but not limited to food and drink, consumer durables, fashion, health & beauty and other FMCG brands.

Awarded to the best creative idea for a consumer retail product or brand. Including but not limited to food and drink, consumer durables, fashion, health & beauty and other FMCG brands.

Awarded to the best creative idea for an entertainment & leisure brand. Including but not limited to media brands, sports and gaming, museums and galleries, live events, health clubs, gambling and other recreation brands.

Awarded to the best creative idea for an entertainment & leisure brand. Including but not limited to media brands, sports and gaming, museums and galleries, live events, health clubs, gambling and other recreation brands.

Awarded to the best creative for a retailer. Including but not limited to eCommerce, department stores and supermarkets, restaurants and fast food, tourism, and estate agents.

Awarded to the best creative for a retailer. Including but not limited to eCommerce, department stores and supermarkets, restaurants and fast food, tourism, and estate agents.

Awarded to the best creative idea for a service provided. Including but not limited to utilities, telecoms and internet, financial & legal, online platforms, ticketing sites, social media, IT and travel.

Awarded to the best creative idea for a service provided. Including but not limited to utilities, telecoms and internet, financial & legal, online platforms, ticketing sites, social media, IT and travel.