Media Requirements

Who Should Enter
Work that authentically engages with culture through insight-led design, storytelling, or collaboration.

This is NOT for:
Trend-led or reactive work without meaningful cultural insight or relevance.

About the Award

This award recognises excellence in culturally relevant design and communication. It celebrates work that is grounded in deep cultural insight, engages audiences authentically, and contributes meaningfully to culture—shaping conversations, influencing behaviour, and strengthening brand relevance.

Judging Criteria

1. Executive Summary
Overall quality, clarity, and persuasiveness of the submission. Judges will assess how effectively the cultural insight, execution, and impact are articulated.

2. Strategy
Demonstrates a clear understanding of the cultural context, audience, and opportunity. Includes how the work aligns with brand objectives while remaining culturally credible.

3. Innovation
Shows evidence of innovative thinking in how culture is interpreted or engaged. Includes new or distinctive approaches to cultural participation, collaboration, or expression.

4. Creativity (Design & Communication)
Demonstrates how the idea is brought to life through compelling and authentic creative expression. Includes storytelling, design, and the ability to resonate within a cultural context.

5. Experience
Illustrates how audiences interact with and respond to the work. Includes relevance, authenticity, and the ability to create meaningful cultural connection or participation.

6. Leadership
Demonstrates leadership in engaging with culture responsibly and meaningfully. Includes collaboration with communities, creators, or cultural voices, and the ability to influence conversations or perspectives.

7. Impact & Results
Provides clear, measurable evidence of success. This may include engagement, cultural relevance, brand impact, or contribution to broader social or industry conversations.