Criteria

 Judges will mark work based on:

 

  • Creativity: 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 characterises 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 always leaves you wanting more
     

  • 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? Does the work successfully integrate animation, sound or video to enhance its message? If the Interactive Advertising is part of a bigger integrated campaign, how well does it do its job? Unlike print or television, interactive advertising is unique because it creates a direct interactive experience with the consumer. Does the work succeed as a piece of online advertising by integrating technology, innovation and an integrated marketing message?
     

  • Commercial viability: bear in mind we’re looking for commercial entries here. There are other awards and opportunities for charitable work, student portfolios or great stand-alone sites or microsites, but at the IAB NZ we’re focussed on growing online advertising revenue in New Zealand. We believe one of the ways to do this is to showcase great work that has been bought or sold on NZ websites or through NZ entities.

 

  • Overall Experience: demonstrating that an entry frequently 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  they are intrigued and moved to click through.

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