Media Requirements

Who Should Enter
Campaigns that break conventions through innovative ideas, formats, or execution across channels.

This is NOT for:
Standard campaigns that are well executed but do not demonstrate meaningful innovation.

About the Award

This award recognises marketing campaigns that redefine how brands engage audiences through bold, unconventional thinking. It celebrates ideas that challenge traditional approaches to channels, formats, storytelling, and execution, creating new and meaningful ways to connect with audiences and deliver impact.

Judging Criteria

1. Executive Summary
Overall quality, clarity, and persuasiveness of the submission. Judges will assess how effectively the campaign’s innovation, execution, and impact are articulated.

2. Strategy
Demonstrates a clear strategic foundation, including insight-driven thinking and a defined opportunity or challenge. Shows how innovation was used intentionally to solve a problem or unlock new value.

3. Innovation
Shows evidence of genuine innovation in idea, format, or execution. Includes work that challenges conventions, reimagines channels, or introduces new ways of engaging audiences.

4. Creativity (Design & Communication)
Demonstrates how the idea is brought to life through distinctive and impactful creative execution. Includes storytelling, design, and the overall quality of communication.

5. Experience
Illustrates how audiences interact with and experience the campaign. Includes engagement, participation, and the ability to create meaningful and memorable connections across touchpoints.

6. Leadership
Demonstrates leadership in driving innovative thinking and execution. Includes collaboration across teams, bravery in decision-making, and the ability to push boundaries within the organisation or category.

7. Impact & Results
Provides clear, measurable evidence of success. This may include engagement metrics, brand impact, behavioural change, or business outcomes.