Categories

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Category List

SALES & MARKETING

NOTE: All entries in the Sales & Marketing division must be physically submitted after the conclusion of the online entry process. This includes submission of a physical copy of the creative work—SUITABLE FOR IN-PERSON JUDGING and two printed copies of the entry form. Failure to comply with these guidelines could result in disqualification.

SALES  PROMOTION

Product or Service Sales Promotion

Printed promotional materials for products and services whose distribution comes from means other than traditional mass media

01A        Catalog

A printed piece—usually a booklet, folder or brochure to sell products or services via a “call for action” and a procedure for ordering and/or buying.

01B        Sales Kit or Product Information Sheets

An informational package (folder, binder, envelope, box, etc.), usually with multiple inserts/sheets designed to advance the sale of a product/service and could include: the entire sales kit, container and inserts; the container wrapping itself; or one or more of the sales sheets, minus the container. If you enter a piece in this category, you may not enter it in the Brochure category (7 A or B). If there are additional pieces included to make a brochure a sales kit, then it can be entered into both.

01C        Menu

A list of options available to a diner, shopper, etc.

01D        Campaign

2–4 pieces may be submitted from work that qualifies in categories 01A, 01B and/or 01C.

Packaging

All product packaging.

 

02A        Single Unit

02B        Campaign

2–4 pieces may be submitted from work that qualifies in category 02A.

 

Point of Purchase

Promotional advertising or display unit that attends the product or service at the specific sale location.

 

03A        Counter Top

A POP piece that requires additional support or elevation for proper product or service presentation, including product hangtags.

03B        Free Standing

Self-contained unit or device that requires no additional support or elevation for proper product or service presentation.

COLLATERAL  MATERIAL

  • Stationery Package—Single or Multiple Pieces

Stationery entries in this category may contain one or more pieces of letterhead, envelope and/or business cards.

  • Printed Annual Report

Yearly communications piece, usually with financial data, intended primarily for stockholders or members as a statement or record of a company’s or organization’s annual performance or status. Digital annual reports should be entered in category 44—Digital Publications.

Printed Newsletter

06A         Single Newsletter

A printed editorial communications device (single or multiple page), including house magazines, published more than twice a year, with distribution to a specific audience (usually internal) including news or updated information. Newsletters for Public Service and Industry Self Promotion should not be entered here, but into their respective categories. Digital newsletters should be entered in Category 44–Digital Publications.

06B         Campaign

2–4 pieces may be submitted from work that qualifies in category 06A. Editions submitted must all be distributed to the same audience. Digital newsletters should be entered in Category 44–Digital Publications.

Brochure

07A         Single Unit

Multiple page/panel piece (usually bound/folded) that advertises, presents and/or describes the advantages, capabilities, worth and/or reasons to buy a product or service. If you enter a piece in this category, you may   not enter it in the Sales Kit category (1B) without the appropriate sales information. Digital brochures should be entered in Category 44–Digital Publications.

07B         Campaign

2–4 brochures may be entered for the same product, service and/or brand. Digital brochures should be entered in Category 44–Digital Publications.

Publication Design

Layout and design of the interior and/or exterior of a magazine or book

08A         Cover

Layout & design of the front exterior of a magazine or book

08B         Editorial Spread or Feature

One editorial spread or feature per entry. Not intended for submission of entire book or magazine. Entire publications should be entered into the Magazine Design (08D) or Book Design (08E) categories.

08C         Cover/Editorial Spread or Feature—Series

2–4 pieces may be submitted from work that qualifies in categories 08A and/or 08B.

08D         Magazine Design

Entire magazine design from cover-to-cover.

08E         Book Design

Entire book design from cover-to-cover.

Special Event Material

Promotional and/or informational items, usually relating to a specific event/affair at a given location, date, time, etc. This category does not include Advertising Industry Self Promotion or Public Service They must be entered in their respective categories.

09A         Card, Invitation, Announcement—Single Unit

09B     Card, Invitation, Announcement—Campaign

2–4 pieces may be submitted from work that qualifies in category 09A.

DIRECT MARKETING

Anything that is mailed via USPS or delivered via special courier (private, FedEx, etc.) with the purpose of eliciting, provoking or effecting a consumer reaction (response card, phone number to call, order form, sale/event dates, etc.) should be entered in the appropriate direct marketing categories. Mere mailing of a piece does not necessarily make it direct marketing. The method of shipment (self-mailer indicia, envelope, etc.) MUST be evident and included with the entry.

Direct Mail

10A         Flat—Single Unit

Any printed sheet or sheets, flat, folded or bound printed material that has been mailed as part of an advertising or promotional effort. The method of shipment, (box, envelope, etc.), MUST be evident and included with the entry.

10B        Flat—Campaign

2–4 pieces may be submitted from work that qualifies in category 10A.

10C        3D / Mixed—Single Unit

Includes single or multiple pieces, and the container and its contents. Dimensional also includes “pop-ups” that might mail flat, but take on dimension in their final forms. Entries typically include some element/item (other than paper) as part of the marketing message (premium item, baseball, ink pen, etc.) which is included as PART of the message. The method of shipment, (box, envelope, etc.), MUST be evident and included with the entry.

10D        3D / Mixed—Campaign

2–4 pieces may be submitted from work that qualifies in category 10C.

Specialty Advertising

11A        Apparel

Clothing and/or promotional apparel with an advertising message, such as shirts, caps and jackets.

11B        Other Merchandise

Specialty and/or promotional products with advertising messages, including: pens, bumper stickers, umbrellas, paper weights, etc. that are created to promote a company, corporate image, brand or event.

11C        Campaign

2–4 pieces may be submitted from work that qualifies in categories 11A and/or 11B.

PUBLIC SERVICE

(See public service advertising guidelines above)

Public Service Collateral

12A        Brand Elements

Stationery, logo, invitations, POS materials, newsletters etc.

12B        Annual Report (printed or digital)

Yearly communications piece, usually with financial data, intended primarily for stockholders or members as a statement or record of a company’s or organization’s annual performance or status.

12C        Brochure/Sales Kit

All public service sales kits, information sheets and brochures.

 

Public Service Direct Marketing & Specialty Advertising

13A        Single Unit

Public Service direct marketing, direct mail or specialty advertising.

13B        Campaign

2–4 pieces may be submitted from work that qualifies in category 13A.

 

ADVERTISING INDUSTRY  SELF-PROMOTION

Collateral

  • Brand Elements

Advertising Industry Self-Promotion stationery, logo, invitations, point-of-sales materials, newsletters, sales kits, brochures etc

  • Direct Marketing & Specialty Advertising (printed or digital)

Advertising industry self-promotion direct marketing, direct mail and specialty advertising.

 

  • Special Event Materials (printed or digital)

Advertising industry self-promotion special event materials, including cards, invitations or announcements.

 

PRINT ADVERTISING

NOTE: All entries in the Print Advertising division must be physically submitted after the conclusion of the online entry process. This includes submission of a physical copy of the creative work—SUITABLE FOR IN-PERSON JUDGING and two printed copies of the entry form. Failure to comply with these guidelines could result in disqualification.

MAGAZINE   ADVERTISING

Advertising that appears in periodic (annually, bi-annually, quarterly, monthly, weekly etc.) publications. Circulation/ distribution can be intended for the general public (Consumer) or an industry target audience (Trade).

Magazine Advertising

17A   Full Page Or Less—Single Unit 17B Spread, Multiple Page or Insert 17C        Campaign

2–4 pieces may be submitted from work that qualifies in categories 17A and/or 17B.

MAGAZINE  SELF-PROMOTION

Any advertisement which appears in a magazine, promoting that magazine.

Magazine Self-Promotion

18A         Single Unit—Any Size 18B                Campaign

2–4 pieces may be submitted from work that qualifies in category 18A.

 

NEWSPAPER  ADVERTISING

Advertising that is placed/run in publications whose primary purpose is to inform the public about current events or issues on a daily or weekly schedule.

Newspaper Advertising

19A         Fractional Page—Single Unit

Newspaper ad that fills less than a full page, regardless of newspaper size/format (tabloid, broadsheet, etc).

19B         Full Page—Single Unit

Ad that fills an entire page regardless of newspaper size/format (tabloid, broadsheet, etc).

19C         Spread or Multiple Page—Single Unit

Newspaper advertising sections, etc.

19D         Specialty Advertising—Single Unit

Any advertising delivered via newspaper. Could include die cuts, mini booklets, magnets, “post-it” promotions, calendars, flat sample packs, poly bags and wrappers.

19E         Campaign

2–4 pieces may be submitted from work that qualifies in categories 19A, 19B, 19C and/or 19D.

 

NEWSPAPER  SELF-PROMOTION

Newspaper Self-Promotion

Any advertisement which appears in a newspaper, promoting that newspaper.

20A         Single Unit—Any Size 20B                Campaign

2–4 pieces may be submitted from work that qualifies in category 20A.

 

BRANDED CONTENT & ENTERTAINMENT

Original content that may or may not directly promote the brand or product, but is created on behalf of the brand. Any branded content and/or branded entertainment placed or appearing in print media.

  • Branded Content & Entertainment—Any Print Medium

Any branded content and/or branded entertainment placed or appearing in print media

 

PUBLIC SERVICE

(See public service advertising guidelines on pages 9–10)

  • Public Service Print Advertising

Public service advertisement placed in any print medium.

ADVERTISING INDUSTRY  SELF-PROMOTION

  • Advertising Industry Self-Promotion—Print Advertising

Self-Promotion Advertising created by an advertising industry entity for any print medium.

OUT-OF-HOME & AMBIENT MEDIA

NOTE: All entries in the Out-of-Home & Ambient Media division must be physically submitted after the conclusion of the online entry process. This includes submission of a physical copy of the creative work—SUITABLE FOR IN-PERSON JUDGING and two printed copies of the entry form. Failure to comply with these guidelines could result in disqualification.

AMBIENT MEDIA

Guerrilla Marketing

Formerly known as a form of “non-traditional advertising” guerrilla marketing is an unconventional way of performing advertising and/or promotional activities. Guerrilla Marketing entries must be accompanied by proof of usage. Entries in this category should be accompanied by a written or digital (video) summary not to exceed 250 words (written) or 3 minutes (video). Digital summaries must be submitted by uploading the video file via the American Advertising Awards online entry software.

24A         Single Occurrence 24B                Campaign

2–4 pieces may be submitted from work that qualifies in category 24A.

 

Installations

Design and build-out of temporary or permanent branded environment. Examples might include kiosk, art exhibition, trade show exhibit or retail store. Entries in this category may be accompanied by a written or digital (video) summary not to exceed 250 words (written) or 3 minutes (video). Digital summaries must be submitted by uploading the video file via the American Advertising Awards online entry software.

25A         Single Installation 25B     Multiple Installations

2–4 pieces may be submitted from work that qualifies in category 25A.

Events

Event execution (not architecture—see Installation). Entries in this category may be accompanied by a written or digital (video) summary not to exceed 250 words (written) or 3 minutes (video). Digital summaries must be submitted by uploading the video file via the American Advertising Awards online entry software.

26A        Single Event

26B        Multiple Events

2–4 pieces may be submitted from work that qualifies in category 26A.

OUT-OF-HOME

Poster

A single sheet, advertising or promotional piece intended for mounting and display for a product, service or event. Does not include point-of-purchase materials, nor any outdoor signage.

27A         Poster—Single Unit 27B                Poster—Campaign

2–4 pieces may be submitted from work that qualifies in category 27A.

Outdoor Board

The outdoor display of advertising messages, notices or events, commonly associated with standardized wooden or metal structures, that are delivered to mass (outdoor) audiences on sidewalks, streets, roadways, etc.

28A         Flat—Single Unit

28B         Super-sized, Extension/Dimensional, Digital or Animated—Single Unit

 

Mass Transit/Airlines

29A         Interior—Single

Advertising placed inside any public transit vehicle.

29B         Exterior—Single

Advertising placed on the exterior surface of any vehicle, including public transit, corporate vehicles etc. Bus wraps, and all other exterior vehicle signage, as well as bus shelter ads should be entered here.

Site

Interior or exterior signage that is restricted to public venues such as malls, airports, train/bus stations, places of business, stadiums, arenas etc. Does not include posters described in category #27, or signage in the outdoor or transit categories.

30A         Interior—Single

Interior signage, animated or static placed in airports, malls, transit stations, places of business.

30B         Large Venue—Single

Any signage, animated or static placed in stadiums and arenas. Examples could include branded scoreboard animations, branded games, sponsor signage etc

31            Out-Of-Home Campaign

2–4 pieces may be submitted from work that qualifies in categories 28A-30B.

Out-Of-Home Self-Promotion

Advertising for an out of home company appearing on that company’s out of home media.

32A         Single Unit

32B         Campaign

2–4 pieces may be submitted from work that qualifies in category 32A.

PUBLIC SERVICE

(See public service advertising guidelines on pages 9–10)

Public Service Out-Of-Home

33A         Poster

Any public service poster.

33B         Out-Of-Home

Any public service out of home advertising.

33C         Campaign

2–4 pieces may be submitted from work that qualifies in categories 33A or 33B.

Public Service Ambient Media

34A         Single Occurance

Any public service ambient media, including guerrilla marketing, installations and events.

34B         Campaign

2–4 pieces may be submitted from work that qualifies in category 34A.

 

ADVERTISING INDUSTRY  SELF-PROMOTION

  • Advertising Industry Self-Promotion Out-Of-Home

Any public service out of home advertising, including outdoor boards, transit advertising and posters

  • Advertising Industry Self-Promotion Ambient Media

Any advertising industry self-promotion ambient media, including guerrilla marketing, installations and events.

 

ONLINE/INTERACTIVE

NOTE: Entries for categories within the Online/Interactive division do not require physical submission. Judging of these entries will be done online, using the digital content provided via URL during the online entry process.

WEBSITES

Websites

37A         Consumer

Any website created primarily for consumer use

37B         B-to-B

Any website created primarily for business-to-business commerce

37C         Microsites

Any web page or series of pages that are a part of a larger website but intended to feature specialized information. Although a microsite may have a unique message or purpose, it should support the overall parent website. Does not include animated movies or intros, which should be entered in Elements of Advertising. When entering a microsite, indicate the direct URL of the microsite, not the main site URL of which the micro is a part.

SOCIAL MEDIA

Social Media

38A        Single Execution

Single creative execution of brand advertising, marketing or promotion that appeared in social media. The same execution may have appeared on one or multiple platforms, but only one entry is required.

38B        Campaign

Creative executions of brand advertising, marketing and/or promotion across social media. The campaign may have appeared on one or multiple platforms. 2–4 pieces may be submitted from work that qualifies in category 38A.

APPS

Apps

Apps must advertise a product or service. Apps will be judged using a digital (video) summary of 3 minutes or less, which must be digitally uploaded by the entrant (not via URL). This summary should describe and demonstrate the design and functionality of the app as well as the most important user benefits and attributes of the app. Judges will not be given access to the app itself.

39A        Mobile App

Interactive mobile apps for tablets, smartphones and wearable devices.

39B        Website Based App

Interactive apps for desktop and laptop-based web browsers.

39C        Games

Online/interactive games.

39D        Tools & Utilities

Interactive applications regardless of the device or interface such as screensavers, widgets etc.

ADVERTISING & PROMOTION

  • Web Banner Ad or Website Takeover
  • Campaign

2–4 pieces may be submitted from work that qualifies in category 40.

  • Email

Single or multiple (campaign) email occurrences.

 

BLOGS & DIGITAL PUBLICATIONS

  • Blogs

Eligible blog content must support a brand or advertise a product or service.

  • Digital Publications

Online publication (single or multiple occurrence) in support of a brand, such as annual reports, magazines, newsletters or books.

BRANDED CONTENT & ENTERTAINMENT

  • Branded Content & Entertainment for Online/Interactive

Original content that may or may not directly promote the brand or product, but is created on behalf of the brand. Branded Content or Branded Entertainment for any online/interactive category, excluding Online Film, Video & Sound, which should be entered in Category 58A or 58B.

PUBLIC SERVICE

(See public service advertising on pages 9–10)

 

46A        Public Service Online/Interactive

Single public service entries for Online/Interactive – excluding Public Service Online Film, Video & Sound which should be entered in category 68.

46B        Public Service Online/Interactive Campaign

2–4 pieces may be submitted from work that qualifies in category 46A.

 

ADVERTISING INDUSTRY  SELF-PROMOTION

47            Advertising Industry Self-Promotion Online/Interactive

Single Advertising Industry Self-Promotion entries for Online/Interactive – excluding Online Film, Video & Sound, which should be entered in Category 71.

 

FILM, VIDEO & SOUND

NOTE: Entries for categories within the Film/Video & Sound division do not require physical submission. Judging of these entries will be done using the digital content provided via URL or uploaded during the online entry process.

RADIO  ADVERTISING

Radio advertising is defined as commercial audio (only) messages conveyed to the prospective/target consumer public by the seller of a product or service via mass media transmission. Commercial messages which appear on digital streaming or satellite radio services such as Pandora, Spotify or SiriusXM should be entered in the Regional/National Radio categories.

Within the radio category, commercials aired on stations in more than one market or “metro” (even if placed on only one station in each of two “metros”) do not qualify as “local.” Any time a commercial extends past one “metro” (two or more), it is defined as regional/national and must be entered accordingly. 2–4 commercials for the same client, with a common theme that are placed in one market only (no more than one “metro”) are considered a campaign. If placed in two different markets, they do not qualify as a local campaign.

Radio Advertising / Local

A local radio commercial is one that is broadcast on the station(s) of one market (no more than one “metro”). Radio commercials broadcast on stations in more than one “metro” (even if placed on only one station in each of two “metros”) do not qualify as “local.”

48A        Single Spot :30 seconds or less

48B         Single Spot more than :30 seconds 48C                Campaign

2–4 pieces may be submitted from work that qualifies in categories 48A and/or 48B.

 

Radio Advertising—Regional/National

A single radio commercial that is broadcast in two or more markets (metros), or on national radio networks or streaming outlets.

49A         Single Spot :30 seconds or less

49B                Single spot more than :30 seconds

49C                Campaign

2–4 pieces may be submitted from work that qualifies in categories 49A and/or 49B.

 

RADIO  SELF-PROMOTION

Radio Self-Promotion

Any advertisement which appears on a radio station or outlet, promoting that station.

50A         Single Spot—Any Length

50B                Campaign

2–4 pieces may be submitted from work that qualifies in category 50A.

 

TELEVISION   ADVERTISING

Television Advertising—Local (One DMA)

A single TV commercial that is broadcast on the station(s) of one market (no more than one DMA). TV commercials broadcast on stations in more than one DMA (even if placed on only one station in each of two DMAs) do not qualify as “local.” If no competition exists in a DMA, the District will direct entrants of correct entry procedure.

51A         Single Spot :15 or less

TV Commercial that consumes :15 seconds or less of airtime.

51B         Single Spot :30 seconds

TV Commercial that consumes between :16 and :30 seconds or airtime.

51C         Single Spot :60 seconds or more

TV commercials longer than :30 seconds should be entered here. Includes all TV “direct marketing” commercials that are longer than one minute, but does not include “Infomercials which should be entered in the Branded Content and Entertainment For Television category #59.

51D         Campaign

2–4 pieces may be submitted from work that qualifies in categories 51A, 51B and/or 51C.

 

Television Advertising—Regional/National

TV commercials which have aired on national broadcast, cable or satellite networks or in more than one local market (DMA).

52A         Single Spot—Up to 2:00

52B                Campaign

2–4 pieces may be submitted from work that qualifies in category 52A.

TELEVISION  SELF-PROMOTION

Television Self Promotion / Local

Any advertisement which appears on a local TV station, promoting that TV station

53A         Single Spot—Any Length

53B                 Campaign

2–4 pieces may be submitted from work that qualifies in category 53A.

Television Self-Promotion—Regional or National

Any advertisement which appears on a regional or national TV outlet or network, promoting that TV outlet or network.

54A         Single Spot—Any Length

54B                 Campaign

2–4 pieces may be submitted from work that qualifies in category 54A.

 

ONLINE FILM, VIDEO AND SOUND

Internet Commercial

Any commercial that is created to run on the Internet. Broadcast commercials that also receive Internet runs are not eligible in this category, unless there is a change in content (see “New Creative” under “Eligibility” above). Entry must be submitted as an online video using its URL, not as a digital upload.

55A         Single Spot—Any Length

55B                 Campaign

2–4 pieces may be submitted from work that qualifies in category 55A.

 

Podcast

A digital media file, or series of such files, that is distributed over the Internet using syndication feeds for playback on portable media or computer. Entries in this category should be a podcast advertising a product or service.

56A        Single Podcast

56B        Campaign

2–4 pieces may be submitted from work that qualifies in category 56A.

 

Webisode(s)

An episode or series that airs initially as an Internet download or stream as opposed to first airing on broadcast or cable television. Entry must be submitted as an online video using its URL(s), not as a digital upload.

57A         Single Webisode

57B                 Series

2–4 pieces may be submitted from work that qualifies in category 57A.

 

BRANDED CONTENT & ENTERTAINMENT

Branded Content & Entertainment For Online Film, Video & Sound

Original content that may or may not directly promote the brand or product, but is created on behalf of the brand. All forms of audio/visual branded content and/or branded entertainment created for and distributed via online and interactive channels.

58A         Single Entry—:60 seconds or less

58B        Single Entry—more than :60 seconds

  • Branded Content & Entertainment For Television

All forms of audio/visual branded content and/or branded entertainment created for and distributed via broadcast, cable or satellite television. This category is for executions of any length and may include infomercials. Long-form entries must be edited to five minutes or less for judging purposes. Single entry—any length.

  • Branded Content & Entertainment—Non-Broadcast

All forms of audio/visual branded content and/or branded entertainment created for and distributed via methods other than the Internet or television, such as theatrical films and presentation videos. Single entry—short or feature length. Entries in this category must be edited to five minutes or less for judging purposes.

61                  Branded Content & Entertainment Campaign

2–4 pieces may be submitted from work that qualifies in categories 58A-60.

 

CINEMA  ADVERTISING

62                  Movie Trailer

Single in-theatre commercial trailer for an upcoming theatrical film. This category does not include TV commercials for theatrical films.

63                  In-Theatre Commercials or Slides

In-theatre commercials and slides for any product or service other than theatrical films.

 

SALES  PROMOTION

  • Audio/Visual Sales Presentation

Any advertising, promotional and/or marketing message that is conveyed via audio and/or video method usually designed for and directed to specific and/or limited audiences. Entry must be edited to no more than five minutes in length for judging purposes.

MUSIC  VIDEOS

  • Music Video

A short film integrating a song and imagery created for the purpose of promoting, marketing and/or advertising the music, performance or artist. Must be edited to a maximum length of 5 minutes.

PUBLIC SERVICE

(See public service advertising guidelines on pages 9–10)

 

  • Public Service Television

Any public service TV advertising. Single spot—any length

 

  • Public Service Radio

Any public service radio advertising. Single spot—any length

 

  • Public Service Online Film, Video & Sound

Public service advertising content that appears online in its original form. Examples can include Internet commercials or webisodes. Single occurrence–any length.

  • Public Service Non-Broadcast Audio/Visual

Public service advertising content that is not created for television, radio or online use. Examples include presentation videos or cinema advertising. Single occurrence—any length.

  • Public Service Campaign

Campaign consisting of 2–4 executions of 66, 67, 68 or 69.

ADVERTISING INDUSTRY  SELF-PROMOTION

  • Advertising Industry Self-Promotion Film, Video & Sound

Any film, video or sound content created as self-promotion material by a member of the advertising industry, regardless of the intended medium. Includes online video, television, radio and demo reels. Single occurrence— any length.

 

CROSS  PLATFORM

NOTE: All entries in the Cross Platform division (excluding Category 75) must be physically submitted after the conclusion of the online entry process. This includes submission of a physical copy of the creative work—SUITABLE FOR IN-PERSON JUDGING and two printed copies of the entry form. Failure to comply with these guidelines could result in disqualification.

INTEGRATED  CAMPAIGNS

An integrated campaign is defined as a campaign or series of ads, commercials or executions that utilize more than    one medium. The American Advertising Awards allows entries in all Integrated Campaign categories to submit up to ten executions for judging. Integrated Campaign entries may be accompanied by a written or digital (video) summary not to exceed 250 words (written) or 3 minutes (digital). Digital summaries must be submitted by uploading the video file during the online entry process.

Failure to adhere to these limitations may result in a portion or all of the noncompliant entry to be removed from judging.

 

Integrated Advertising Campaigns

72A        B-to-B Campaign—Local

Business-to-business ad campaign using more than one medium that appears in just one market (DMA).

 

72B        B-to-B Campaign—Regional/National

Business-to-business ad campaign using more than one medium that appears in more than one market (DMA).

 

72C        Consumer Campaign—Local

Consumer ad campaign using more than one medium that appears in just one market (DMA)

 

72D        Consumer Campaign—Regional/National

Consumer ad campaign using more than one medium that appears in more than one market (DMA)

 

  • Integrated Brand Identity Campaign—Local or Regional/National

An Integrated Brand Identity Campaign is defined as a series of mixed elements created to support a brand. Examples might include logo designs, stationery package components, signage, jingles, logo animations, etc. Entries in all Integrated Campaign categories are allowed to include up to ten executions for judging.

  • Integrated Branded Content Campaign—Local or Regional/National

Original content that may or may not directly promote the brand or product, but is created on behalf of the brand. An Integrated Branded Content Campaign is defined as a series of executions representing branded content and/or branded entertainment efforts across more than one medium in support of a single brand and theme (campaign). Entries in all Integrated Campaign categories are allowed to include up to ten executions for judging.

ONLINE/INTERACTIVE   CAMPAIGN

  • Online/Interactive Campaign

Up to 10 pieces may be submitted from work that qualifies in categories 37A-47 and/or 55A-57B.

 

PUBLIC SERVICE

(See public service advertising guidelines on pages 9–10)

 

Public Service Campaigns

  • Integrated Media Public Service Campaign

A public service advertising campaign using more than one medium. Entries in all Integrated Campaign categories are allowed to include up to ten executions for judging. Integrated Advertising Campaign entries may be accompanied by a written or digital (video) summary not to exceed 250 words (written) or 3 minutes (digital). Digital summaries must be submitted by uploading the video file during the online entry process.

Failure to adhere to these limitations may result in a portion or all of the offending entry to be removed from judging.

 

ADVERTISING INDUSTRY  SELF-PROMOTION

  • Ad Club or Marketing Club

Any advertising created by, or for, an advertising or marketing club that advances the organization’s cause (membership, programs, education, awards, events, parties, etc.). All advertising and promotional materials done by, or for, an ad club can be entered only in this category. Please Note: All advertising, marketing, or communications clubs and organizations are eligible to enter this category regardless of their AAF affiliation. For AAF clubs entering American Advertising Awards-related materials, all campaign elements should be entered in the competition year FOLLOWING THE YEAR THEY PROMOTE, regardless of usage date.

Advertising Industry Self-Promotion Campaigns

78A         Single Medium Campaign

2–4 executions from a single medium from any advertising industry self-promotion campaign.

 

78B         Integrated Media Campaign

An advertising industry self-promotion campaign using more than one medium. The American Advertising Awards allows entries in all Integrated Campaign categories to submit up to ten executions for judging. Integrated Advertising Campaign entries should be accompanied by a written or digital (video) summary not to exceed 250 words (written) or 3 minutes (digital). Digital summaries must be submitted by uploading the video file during the online entry process.

Failure to adhere to these limitations may result in a portion or all of the offending entry to be removed from judging.

 

 

ELEMENTS OF ADVERTISING

NOTE: All entries in Elements of Advertising categories 77—81 must be physically submitted after the conclusion of the online entry process. This includes submission of a physical copy of the creative work—SUITABLE FOR IN-PERSON JUDGING and two printed copies of the entry form. Failure to comply with these guidelines could result in disqualification.

COPYWRITING

  • Copywriting

Copywriting for any advertising medium.

 

VISUAL

  • Logo Design

An icon, symbol, or trademark designed to represent a product, service, or organization. Entrant may submit a brief description of the client company and its purpose (max. 50 words) to help the judges understand the logo design objective. Proof of usage is required.

  • Infographic

A representation of information in a graphic format designed to make the data easily understandable. Proof of usage is required.

Illustration

Flat, dimensional or animated illustration, any number of colors

82A         Illustration—Single

82B                Illustration—Series

2–4 pieces may be submitted from work that qualifies in category 82A.

 

Still Photography

83A         Black & White, Single

83B         Color, Single

83C        Digitally Enhanced, Single

Photographic images whose content has been digitally altered to create a new image (often creating an image not possible using traditional photo techniques). Utilitarian photo retouching, color correcting or photo editing alone does not qualify an image for this category. A sample of the original photo(s) MUST be supplied for proper judging.

83D        Campaign

2–4 pieces may be submitted from work that qualifies in category 83A-C.

 

  • Art Direction

Art direction for any advertising medium. Single execution or campaign.

 

FILM & VIDEO

  • Cinematography

Cinematography is defined as the art and process of creating motion picture images including considerations of lighting, photography, camera movement and angle. Cinematography for any motion picture project that qualifies as advertising may be considered eligible, regardless of the method of distribution.

86            Animation, Special Effects or Motion Graphics

2D or 3D visual effects, regardless of the creative method for any motion picture project that qualifies as advertising may be considered eligible, regardless of the method of distribution.

87            Video Editing

Video editing for any motion picture project that qualifies as advertising may be considered eligible, regardless of the method of distribution.

SOUND

88A         Music Without Lyrics

Any original musical score without lyrics which was recorded primarily for use in any advertising. Does not include music intended for purchase including music in music videos.

88B         Music With Lyrics

Any original music with sung or spoken lyrics, created/composed expressly for advertising. Syndicated materials, including “re-sing” jingles and library music, are not eligible for entry.

  • Voiceover Talent

Audio performance by a narrator, announcer or voice actor in the execution of an advertising message regardless of the audio or visual medium.

  • Sound Design

Any combination of non-musical elements, sound effects, ambience and other sonic devices incorporated into a film or video presentation, television commercial or radio commercial to enhance the mood and/or message.

DIGITAL CREATIVE TECHNOLOGY

  • Interface & Navigation

The creative use of tools, features and overall design of websites and apps in the area of user navigation and interface.

  • Responsive Design

Entries will be judged on overall site design and the quality of the user’s experience when viewed using different devices (browsers, tablets smart phones, etc.)

  • GPS & Location Technology

Creative use of location technology to advance or improve the principal purpose of site or app.

  • Augmented Reality

Creative use of augmented reality technology in the execution of a website or app.

  • Mobile Interaction

Creative integration of mobile technology with other media (such as print, outdoor etc) in the execution of an advertising message or campaign.

  • User Experience

The totality of elements that make up the interface of an advertisement, brand message or campaign—including layout, visual design, text, brand, sound, and interaction. Learnability, usability, usefulness, and aesthetic appeal are key factors in users’ experience.

  • Data Driven Media

Innovative use of data-driven digital media that delivers a personalized experience to each user.

  • Innovative Use of Interactive / Technology

Creative, novel and ground-breaking uses of digital technology in the design, development and execution of an advertisement, brand message or campaign.

NOTE: Additional Local Only Categories may be added at the discretion of the local or district  organization.