Categories & Criteria
Categories and criteria
The following categories represent the subjects for which photography plays an important part in creating great advertising:
Silver Awards
Product Sector Categories
1. Agriculture and Forestry
All activities related to the use of the land for human benefit, or to present human abuses of the privilege
2. Alcoholic Drinks
Fermented, brewed or distilled (including alcohol-free and low-alcohol drinks) and advertising for these products by home shopping services and retailers.
3. Automotive, Aerospace, Marine
Including parts, accessories, tyres, lubricants and fuels, on-board navigation and in-car entertainment (ICE), maintenance & support services and motor, aviation & marine sales and advertising for these products by dealers, distributors, home shopping services and retailers.
4. Charity, NGO, Not-for-Profit, Public Service
Charities must quote the charity's registered number on the entry form. Public services covered in this category include, for instance, the police and emergency services, but exclude the Armed Forces and any other Government or local authority services.
5. Consumer Durables & Furniture
Domestic appliances, including home laundry, refrigeration or cooking equipment, audio, hi-fi and television products, indoor furniture, outdoor furniture & garden equipment as well as other domestic appliances, and advertising for these products by home shopping services and retailers. Computer equipment and telecommunications products and services should enter Category 12.
6. Environmental
Green products or services, green job creation, environmental management, management of carbon emissions, sustainable and renewable projects
7. Fashion and Beauty
All cosmetics, skincare, OTC toiletries, perfumes and beauty products, soap, shower and bath products, deodorants and body sprays, skin and nail care products, toothpastes, shaving products, men's grooming products, shampoos, and any other non-pharmaceutical personal care products, All clothing, footwear and accessories, and advertising for these products by home shopping services and retailers. Please note: feminine hygiene products should enter Category 11 and sports clothing and sports footwear should enter Category 14.
8. Financial, Corporate and Utilities
Banks, building societies, credit and charge card companies, accountants, financial service advisors, brokers, insurance companies, car finance and leasing, medical and dental health insurance companies, retailers' financial services and any other financial product or service. Business-to-business financial services are eligible, as are all forms of business services including lawyers, accountants, bankers and, architects, surveyors, consulting engineers, estate managers, management consultants. Corporate-level and utilities advertising of any kind and generic advertising for these services by home shopping services and retailers are also eligible.
9. Government (national & local)
Including work for all Government departments or agencies, local government, the Armed Forces, the Police Services and emergency services.
10. Grocery, Soft Drinks and Household
All foods including confectionery, beverages such as tea, coffee and soft-drinks, vending services, household consumables such as toilet paper, tissues, disposable nappies, cleaning accessories or detergents as well as cleaning services and advertising for these products by home shopping services and retailers.
11. Health and Pharmaceutical
This category will cover healthcare, over the counter tablets and medicines, vitamins, insect repellents, diet products, adhesive plasters, skin remedies, feminine hygiene products, condoms, pregnancy tests, contact lenses, hearing aids as well as medical products and services such as clinics and hospitals as well as specific therapy services and health and pharmaceutical retail and advertising for these products by home shopping services and retailers (always compliant with territory laws)
12. IT and Technology
PC’s and accessories, computer operating systems, internet & broadband network providers, IT services and advertising for these products by home shopping services and retailers.
13. Media and Entertainment
Terrestrial, cable and satellite television, internet, broadband content providers, newspapers and magazines, radio, cinema and outdoor media, domestic audio and video software, sporting and other public events and advertising for these products by home shopping services and retailers.
14. Sport
Including sport and sporting events, sports accessories, sports clothing and sports footwear, and advertising for these products by agents, home shopping services and retailers
15. Travel and Leisure
Including holiday services and destinations, travel operators, leisure pursuits and equipment; luggage & accessories, sports clothing and sports footwear, toys and hobbies, DIY and gardening and advertising for these products by agents, home shopping services and retailers.
16. Photo Library
This Award category will be for new work commissioned and/or art directed by a photo library during the eligibility period from photographers on a photo library's roster. Photo libraries must submit each photographer's work as a separate entry and should supply a minimum of three images to represent that photographer's work. Work originally commissioned by advertising agencies, which subsequently finds its way to a library will not be eligible for this category.
Gold Award Categories
Multi-image campaigns
A campaign must consist of a minimum of three images with a consistent theme. If there is any doubt about there being visual consistency of a theme, please make sure any campaign link is mentioned in the space provided. This category is open to any series of images, commissioned to form a campaign series, that took place during the eligibility period. Each entry must be clearly titled and numbered with the name of the campaign shown. Space is provided online for a one or two sentence summary of the brief to accompany your series of images for a campaign.
17. Black and White
18. Colour
Most Powerful Image of the Year (The Campaign Gold award)
The judges will decide which single image of the highest marked entries is considered as the most powerful image of the year, irrespective of product, brand or subject matter. Campaign will present the award to the winner.
