Amid competition from new brands, established brands need to evolve to meet modern consumer needs. Entries should focus on the delivery of the transformed brand itself, rather than any advertising or marketing created to promote it. Judges will consider the refreshed brand’s quality and distinctiveness as well as its ability to cut through.

Consumers want more from brands than just utility. This category will reward creative ideas that raise awareness or positive sentiment towards a social cause/ issue, and/or help shift culture or change behavior.

This category awards the most creative campaign that used one or more social media influencers/creators or a celebrity’s social platforms to increase the brand's reach. This can be as a standalone initiative or as part of a wider campaign.

This category celebrates the most artistic and powerful storytelling through branded content films that tell a brand’s story in a creative, innovative and effective way.

Disruptive to the market, new brands are driving consumer choice within every sector of the economy. Achieving cut through is essential and this category will reward those creative ideas for new brands doing just that.

Commercial creativity manifests itself in many different forms beyond the confines of traditional advertising. This award will be given to the most groundbreaking and original idea. 

Awarded to the best creative idea for an automotive or transport brand or service. Including but not limited to car manufacturers, taxi companies, public transport and sustainable travel.

Awarded to the best creative idea for a bank or other organization in the financial sector.

Awarded to the best creative idea for an entertainment & leisure brand. Including but not limited to media brands, sports and gaming, museums and galleries, live events, health clubs, gambling and other recreation brands.

Awarded to the best creative idea for a consumer retail product or brand. Including but not limited to food and drink (including alcoholic beverages), consumer durables, fashion, health and beauty and other FMCG brands.

Awarded to the best creative idea for a healthcare company. Including but not limited to pharmaceuticals, biotechnology, hospital networks and insurance providers.

Awarded to the best creative idea for a charity, not-for-profit organization, NGO or public sector organization.

Awarded to the best creative idea for a retailer. Including but not limited to eCommerce, department stores and supermarkets, restaurants and fast food.

Awarded to the best creative idea for a hospitality or holiday travel company. Including but not limited to airlines, tourism boards, travel bureaus, online booking platforms, hotels.

Awarded to the best creative idea for consumer or B2B services. Including but not limited to utilities, telecoms and internet, legal, online platforms, ticketing sites, social media and IT.

Awarded to the best creative TV ad of 30 seconds or less. 

Awarded to the best creative idea in audio. Includes any form of radio broadcast and internet advertising, streaming audio content, downloadable content and podcasts.

Awarded to the best creative experience idea. Includes live events, pop-ups, brand activations, festivals and immersive experiences.

Awarded to the best creative customer experience idea.

Awarded to the best creative design idea.

Awarded to the best creative idea in film advertising. Includes TV ads, cinema, idents, branded documentaries and brand films.

Awarded to the best creative idea using in-game technology. 

Awarded to the best creative idea across multiple channels.

Awarded to the best creative idea in out of home advertising. Includes 6-sheets, 48-sheets, 96-sheets, giant posters, digital and interactive posters, cross tracks, bus sides, taxis, ambient posters and special builds.

Awarded to the best creative idea in print advertising. Includes advertising in local and national press, business and consumer magazines, inserts, wraps and covers.

Awarded to the best creative social idea. Includes online viral film, digital advertising, streaming video, photo sharing and gifs.