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Judging Criteria

The 2024/2025 Judging Criteria for all category types

 

Websites and Mobile Sites

Content

Content is the information provided on the site. It is not just text, but music, sound, animation, or video – anything that communicates a site’s body of knowledge. Good content should be engaging, relevant, and appropriate for the audience; you can tell it’s been developed for the Web because it’s clear and concise and it works in the medium. Good content takes a stand. It has a voice and a point of view. It may be informative, useful, or funny, but it always leaves you wanting more.

Structure and Navigation

Structure and navigation refers to the framework of a site, the organization of content, the prioritization of information, and the method in which you move through the site. Sites with good structure and navigation are consistent, intuitive, and transparent. They allow you to form a mental model of the information provided: where to find things and what to expect when you click. Good navigation gets you where you want to go quickly and offers easy access to the breadth and depth of the site’s content.

Visual Design

Visual design is the appearance of the site. It’s more than just a pretty homepage, and it doesn’t have to be cutting edge or trendy. Good visual design is high quality, appropriate, and relevant for the audience and the message it is supporting while improving inclusion for people with disabilities, including learning and cognitive disabilities, people with low-vision, and more. It communicates a visual experience and may even take your breath away. 

Functionality

Functionality is the use of technology on the site. Good functionality means the site works well. It loads quickly, has live links, and any new technology used is functional and relevant for the intended audience. The site should work cross-platform and be browser independent. Highly functional sites anticipate the diversity of user requirements from file size and format to download speed. The most functional sites also take into consideration the diversity of the users who visit it, including but not limited to those with special access needs, disabilities, and bandwidth limitations. Good functionality makes the experience center stage and the technology invisible.

Interactivity

Interactivity is the way that a site allows you to perform an action. Good interactivity is more than a rollover or choosing what to click on next; it allows you, as a user, to give and receive. This includes searches, chat rooms, e-commerce, gaming or notification agents, peer-to-peer applications, and real-time feedback. Interactive elements are what separates the Web from other media. Their inclusion should make it clear that you aren’t reading a magazine or watching TV anymore. It insists that you participate, not spectate.

Innovation

Innovative work often pushes the boundaries of what’s been done before. When considering Innovation, examine whether the idea is new, or merely iterating on a previous idea. Is the work fundamentally different from existing ideas, products or executions? Does the technology work? Does the innovation alter the way technology is developed and utilized in the future?

Note: This criteria only applies to the Technical Achievement, Responsible Tech or Innovation categories

Overall Experience

Demonstrating that sites are frequently more or less than the sum of their parts, the overall experience encompasses content, visual design, functionality, interactivity, and structure and navigation, but it also includes the intangibles that make one stay or leave. One has probably had a good overall experience if (s)he comes back regularly, places a bookmark, signs up for a newsletter, participates, emails the site to a friend, or is intrigued enough to stay for a while.

Video & Film

Concept & Writing

Is the story or concept unique? Is the storytelling or narrative coherent, and does it hold your attention? Does the writing have resonance and stay with you long after viewing it? Determining the quality of concept & writing considers all the elements that go into the creative process and how successfully the original idea is communicated.

Quality of Craft

Determining the quality of craft focuses on the filmmaking process and technical execution. This includes the appearance and quality of the captured image, editing, sound design and audio integration, performances, lighting, and all the aspects that account for a memorable viewing experience. This is of course relevant to the category entered. For example, entries in the Best Editing and Viral categories will be held to different standards than those in other categories. Quality of Craft means more than just a pretty looking film or video, and it doesn’t necessitate that it be cutting edge or trendy.

Integration

How well the work is implemented in the medium? Can you fully experience the quality of the work, or are there technical or media-specific issues preventing you from experiencing it to its fullest?

Execution

The brilliance of an idea can easily fall flat if not executed properly. Execution becomes more difficult when taking into account the different ways media is consumed including differences in technology, location and user preferences. While reviewing Execution, consider the following: Is the experience seamless? How well is the work implemented in the medium? Is the audience able to fully experience the work without technical or media-specific issues getting in the way? Does the production value and execution enhance the campaign’s message?
Note: This criteria only applies to Branded Entertainment categories

Reach

The creation of great viral content demands that it spreads far and wide. When considering Reach ask yourself: Does the content compel the user to share it? Does it have longevity or a short lifespan? Does the work have the potential to become part of the Internet’s zeitgeist?
Note: This criteria only applies to the Viral category

Brand Integration

How well a brand integrates into a piece of content or website can make or break the success of the project. When rating Brand Integration, consider the following: Is the brand easily recognizable in this piece of work? Does the content further the brand’s identity? Is the content and brand a great match, or could the same idea be applied to any brand? Does the presence of the brand seem heavy-handed, or does it strike a balance?
Note: This criteria only applies to Branded Entertainment categories

Overall Experience

Demonstrating that a film or video can be more or less than the sum of its parts, the overall experience encompasses concept & writing, execution, quality of craft, as well as the intangibles that provoke viewer response. Repeat viewing or visiting generally indicates a generally positive overall experience.

Advertising, Media & PR

Creativity

Most award-winning advertising employs a superior level of creativity. Judging the creativity of an entry focuses on a handful of elements including content, design, technological innovation, and the unique nature of the underlying idea. It includes taut writing, smartly selected music, ingenious sound design, and the relevant use of animation, or video – anything that communicates a creative marketing message. Winning creativity often characterizes advertising that is engaging and relevant, with resonance and a point of view. It may be informative, useful, funny, or technically mind-blowing, but overall it is memorable.

Execution

The brilliance of an idea can easily fall flat if not executed properly. Execution becomes more difficult when taking into account the different ways media is consumed including differences in technology, location and user preferences. While reviewing Execution, consider the following: Is the experience seamless? How well is the work implemented in the medium? Is the audience able to fully experience the work without technical or media-specific issues getting in the way? Does the production value and execution enhance the campaign’s message?

Innovation

Innovative work often pushes the boundaries of what’s been done before. When considering Innovation, examine whether the idea is new, or merely iterating on a previous idea. Is the work fundamentally different from existing ideas, products or executions? Does the technology work? Does the innovation alter the way technology is developed and utilized in the future?
Note: This criteria only applies to the Online Guerilla & Innovation category

Brand Integration

How well a brand integrates into a piece of content or website can make or break the success of the project. When rating Brand Integration, consider the following: Is the brand easily recognizable in this piece of work? Does the content further the brand’s identity? Is the content and brand a great match, or could the same idea be applied to any brand? Does the presence of the brand seem heavy-handed, or does it strike a balance?
Note: This criteria only applies to the Advertising Feature and Branded Content categories

Overall Experience

Demonstrating that an entry may be more or less than the sum of its parts, the overall experience encompasses creativity, content, structure, visual design, functionality, and interactivity, but it also includes the intangibles that make one respond. One has probably had a good overall experience if (s)he is intrigued and moved to click through.

Social

Content

Content is any information expressed: text, music, sound, animation, video – anything that conveys meaning. Good content should be appropriate, relevant, and engaging. It has a voice and point of view.

Creativity

Creativity isn’t one thing – it takes many forms: concept, content, design, technological innovation, craft, overall user experience. It’s not something easily definable, but what applies to top-notch creative is the ability to stand out through the strength of such forms or a culmination of them.

Engagement

Success in social ultimately comes down to engagement. What strategy, tactics, and creative succeed at reaching through to an audience or community? Hard metrics are one measurement, but so is the work itself in the context of the audience.

Overall Experience

Social is new territory still evolving and being defined – both a challenge and opportunity. Successful overall experience demonstrates that the sum is greater than its individual parts, encompassing concept, creativity, content, structure, visual design, functionality, interactivity, as well as intangible elements.

Apps and Software

Content

Content is the information provided within the application. It is not just text, but music, sound, animation, or video – anything that communicates an application’s body of knowledge. Good content should be engaging, relevant, and appropriate for the audience; it’s clear and concise and it works in the medium. Good content takes a stand. It has a voice and a point of view. It may be informative, useful, or funny, but it always leaves you wanting more.

Structure and Navigation

Structure and navigation refer to the framework of an application, the organization of content, the prioritization of information, and the method in which you move through the site. Sites with good structure and navigation are consistent, intuitive, and transparent. They allow you to form a mental model of the information provided, where to find things, and what to expect when you click. Good navigation gets you where you want to go quickly and offers easy access to the breadth and depth of the site’s content.

Visual Design

Visual design is the appearance of the application or software experience. It’s more than just a pretty homepage, and it doesn’t have to be cutting edge or trendy. Good visual design is high quality, appropriate, and relevant for the audience and the message it is supporting. It communicates a visual experience and may even take your breath away.

Functionality

Functionality is the use of technology. Good functionality means the application or software works well. It loads quickly, has live links, and any new technology used is functional and relevant for the intended audience. The site should work cross-platform and be browser independent. Highly functional sites anticipate the diversity of user requirements from file size and format to download speed. The most functional sites also take into consideration those with special access needs. Good functionality makes the experience center stage and the technology invisible.

Interactivity

Interactivity is the way that an app or software allows you to do perform an action. Good interactivity is more than a rollover or choosing what to click on next; it allows you, as a user, to give and receive. This includes searches, chat rooms, e-commerce, gaming or notification agents, peer-to-peer applications, and real-time feedback. Interactive elements are what separates the Web from other media. Their inclusion should make it clear that you aren’t reading a magazine or watching TV anymore. It insists that you participate, not spectate.

Innovation

Innovative work often pushes the boundaries of what’s been done before. When considering Innovation, examine whether the idea is new, or merely iterating on a previous idea. Is the work fundamentally different from existing ideas, products or executions? Does the technology work? Does innovation alter the way technology is developed and utilized in the future?
Note: This criteria only applies to the Experimental & Innovation and Technical Achievement categories

Performance

Demonstrating that the software or platform provides clients with successful integration, business results, efficient speed to implementation in a way that is usable and nimble for the user. The performance encompasses how a platform or software helps support the business or experience it is powering.

Note: This criteria only applies to the Software and Platform categories

Overall Experience

Demonstrating that applications are frequently more or less than the sum of their parts, the overall experience encompasses content, visual design, functionality, interactivity, and structure and navigation, but it also includes the intangibles that make one stay or leave. One has probably had a good overall experience if (s)he comes back regularly, places a bookmark, signs up for a newsletter, participates, emails the site to a friend, or is intrigued enough to stay for a while.

Podcasts

Content

Is the story or concept unique? Is the storytelling or narrative coherent, and does it hold your attention? Does the writing have resonance and stay with you long after listening? Determining the quality of concept & writing considers all the elements that go into the podcast and how successfully the original idea is communicated.

Quality of Craft

Determining the quality of craft focuses on the production quality and technical execution. This includes the appearance and quality of the editing, sound design and audio integration, and all the aspects that account for a memorable listening experience. This is of course relevant to the category entered. Quality of Craft means more than just a clean audio, and it doesn’t necessitate that it be cutting edge or trendy.

Overall Experience

Demonstrating that a digital can be more or less than the sum of its parts, the overall experience encompasses content, storytelling, and production, as well as the intangibles that provoke the listener’s response. Repeat listening generally indicates a generally positive overall experience.

Games

Visual Design

Visual design is the appearance of the game. It’s more than just a pretty aesthetic, and it doesn’t have to be cutting edge or trendy. Good visual design is high quality, appropriate, and relevant for the audience and the game play it is supporting while improving inclusion and accessibility for people with disabilities, including learning and cognitive disabilities, people with low-vision, and more. It communicates a visual experience and may even take your breath away.

Functionality

Functionality is the use of technology within the game. Good functionality means the game works well. It loads quickly and any new technology used is functional and relevant to the game play. Highly functional games anticipate the diversity of user who use it including but not limited to special access needs, disabilities, and bandwidth limitations. Good functionality makes the experience center stage and the technology invisible.

Innovation

Innovative games push the boundaries of what’s been done before. When considering Innovation, examine whether the idea is new, or merely iterating on a previous idea. Is the work fundamentally different from existing games or executions? Does the technology work? Does the innovation alter the way technology is developed and utilized in the future?

Quality of Craft

Determining the quality of craft focuses on the game making process and technical execution. This includes the appearance, functionality, and sound design, and all the aspects that account for a memorable playing experience. This is of course relevant to the category entered. For example, entries in the Best Sound Design or Art Direction categories will be held to different standards than those in other categories.

Overall Experience

Demonstrating that a Game can be more or less than the sum of its parts, the overall experience encompasses concept & writing, execution, quality of craft, as well as the intangibles that provoke player response.

Immersive

Content

Content is the information provided by the experience. It is not just text, but music, sound, animation, or video – anything that communicates the experience. Good content should be engaging, relevant, and appropriate for the audience; you can tell it’s been developed for an immersive or virtual experience because it’s clear and concise and it works in the medium. It may be informative, useful, or fun, but leaves you wanting to explore, learn, and be a part of the experience.

Structure and Navigation

Structure and navigation refer to the framework of the immersive or virtual experience, the organization of content, the prioritization of information, or the method in which you move through the experience. They allow you to form a mental model of the information provided: where to find things and what to expect when you click. Good navigation gets you where you want to go quickly and offers easy access to the breadth and depth of the experience.

Functionality

Functionality is the use of technology to execute the experience. Good functionality means the experience works well. It loads quickly, has live links, and any new technology is functional and relevant for the intended audience. Highly functional experiences anticipate the diversity of user requirements from file size and format to download speed. The most functional virtual and immersive experiences also consider those with special access needs. Good functionality makes the experience center stage and the technology invisible.

Interactivity

Interactivity is how an immersive experience allows you to perform an action. Good interactivity is more than a rollover or choosing what to click on next; it allows you, as a user, to give and receive. This includes searches, chat rooms, e-commerce, gaming or notification agents, peer-to-peer interaction, and real-time feedback. Interactive elements are what separate these experiences from other media. It insists that you participate, interact, and explore.

Immersion

Immersive experiences take the user to an enhanced or different reality or experience. An essential attribute of these experiences is how immersive the experience is for the user. When thinking about how immersive an experience is, consider the following: Does the experience bring you somewhere new? Does the experience include stereo audio that enhances or supports the visual component? Do you easily get lost in the experience?

Innovation

Innovative work often pushes the boundaries of what’s been done before. When considering Innovation, examine whether the idea is new, or merely iterating on a previous idea. Is the work fundamentally different from existing ideas, products, or executions? Does the technology work? Does the innovation alter the way technology is developed and utilized in the future?

Note: This criteria only applies to the Technical Achievement categories

Execution

The brilliance of an idea can easily fall flat if not executed properly. Execution becomes more difficult when taking into account the different ways media is consumed including differences in technology, location, and user preferences. While reviewing Execution, consider the following: Is the experience seamless? How well is the work implemented in the medium? Is the audience able to fully experience the work without technical or media-specific issues getting in the way? Does the production value and execution enhance the intended message?

Brand Integration

How well a brand integrates into an experience can make or break the success of the project. When rating Brand Integration, consider the following: Is the brand easily recognizable in this piece of work? Does the content further the brand’s identity? Is the content and brand a great match, or could the same idea be applied to any brand? Does the brand provide value or enhance the experience? Does the presence of the brand seem heavy-handed, or does it strike a balance?

Note: This criteria only applies to Branded categories

Overall Experience

Demonstrating that the execution is more or less than the sum of their parts, the overall experience encompasses content, visual and experiential design, functionality, interactivity, and structure and navigation, but it also includes the intangibles that make one stay or leave. One has probably had a good overall experience if they spend time within the execution, return regularly, share or recommend to others.

AI Apps and Experiences

Is the concept unique? Is it leveraging AI to do something new and valuable? Strong concepts change the landscape of a market, enhance the import of an idea, or change the way we think and interact.

Execution

Great concepts fall flat when not well executed. Great execution delivers on the promise of its concept – whether that be to generate content and ideas, augment our imagination or make us more productive all while accounting for the different ways the experience is consumed including differences in technology, location and user preferences. For projects that are part of a larger initiative, how well is it integrated? Strong execution and functionality make the experience center stage and the technology invisible.

Ethical Practices

As AI technology continues to evolve and its utilization expands, it is imperative that efforts are made to develop AI in ethical ways. Ethical practices include fairness, transparency, accountability and consideration of potential social impact and harm reduction. How are these concerns being addressed? If there is an opportunity to do so, is there a statement of transparency and explanation of ethical accountability? 

Overall Experience

The overall experience encompasses Concept, execution, and ethical practices of AI demonstrating that the technology or experience is more or less than the sum of its parts.A good overall experience is one where the user spends time within the experience or technology, returns regularly, and shares or recommends it to others.

Creator

Creativity & Originality

Creativity is the uniqueness and innovative nature of the Creator’s content, including their ability to offer fresh perspectives and creative approaches. The most successful Creators utilize innovative approaches to content creation, new formats, technologies, or platforms in compelling ways.

Authenticity & Voice

Authenticity is key to a Creator’s success. This criterion assesses how well the Creator conveys a genuine and unique voice that is reflective of their personal brand or storytelling approach. The content should feel personal, authentic, and distinctive.

Engagement

The strength of a Creator is measured by their ability to engage their audience. This includes fostering meaningful interactions, building a highly engaged community, and responsibly connecting with their followers through comments, shares, and other engagement metrics.

Content & Storytelling

Great content is both relevant and engaging as well as unique or organic to the platform. It should tell a clear story, have a strong point of view, and resonate with the Creator’s audience. Successful Creators influence their community through thoughtful contributions, support for social causes, or messages that uplift and inspire. The content should also be inclusive, respectful, and mindful of diverse perspectives, cultures, and identities.

Execution & Craft

A Creator’s content should be executed with a high level of execution and craft. This includes the quality of production and presentation, encompassing the technical and aesthetic aspects of the content, production value, editing, overall presentation, and the responsible use of the platform.

 

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