Websites

Film & Video

Advertising, Media & PR

Social

Mobile Sites & Apps

Podcasts & Digital Audio

 

Websites

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. 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 those with special access needs. 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 category

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.

Film & Video

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

Immersion

Virtual Reality by definition takes the user to different reality or experience. An essential attribute of a VR experience is how immersive the experience is for the user. When thinking how immersive a VR 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?
Note: This criteria only applies to Virtual Reality 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.

Mobile Sites & Apps

 

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 mobile 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 mobile 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. 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 those with special access needs. Good functionality makes the experience center stage and the technology invisible.

Interactivity

Interactivity is the way that a site 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.

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 Marketing category

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 Experimental & Innovation, and Connected Products categories

Overall Experience

Demonstrating that mobile 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.

Podcasts & Digital Audio

 

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.

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