ADVERTISING
Audio & Radio
Branded Content
Branded Content
Entertaining or informative original content programs created for brands. Includes television programs, films, documentaries, games, podcasts, etc. or any format that fits with adjacent non-branded content. Can include work that successfully integrates the brand into existing content and/or IP. A case summary document is required.
Direct
Best in Collateral
The use of promotional items in a marketing campaign. May also include giveaways and sampling. Entrants must include a case summary document outlining their targeting strategy – i.e. how they isolated a particular group, what they decided to do to gain this group’s attention, and how their idea was executed.
Best in Direct
Direct targeting of a specific audience with a call-to-action, whether via direct mail, mobile and social platforms, etc. Entrants must include a case summary document outlining their targeting strategy – i.e. how they isolated a particular group, what they decided to do to gain this group’s attention, and how their idea was executed.
Film
Campaign – 15 Seconds and Under
Campaign – 30 Seconds and Under
Campaign – Over 30 Seconds/Long-Form
Campaign – Small Budget
Campaigns in which total production does not exceed $100,000 for each execution. Entrants must include a brief document, outlining their budget breakdown for production, media, etc.
Single – 15 Seconds and Under
Single – 30 Seconds and Under
Single – Over 30 Seconds/Long-Form
Single – Small Budget
Total production cost must not exceed $100,000. Entrants must include a brief document, outlining their budget breakdown for production, media, etc.
Integrated Campaign
Integrated Campaign
A single campaign with executions across at least three different media channels (digital, radio, TV, cinema, out-of-home, etc.). Examples of the work from all three media platforms, and a case summary document are required.
Out-of-Home
Ambient Advertising
Non-standard format advertising that cannot be separated from its environment, ranging from small-scale executions (such as coasters, cling on mirrors, etc.) to large-scale executions (such as floor advertising, wall murals, etc.)
Billboard Campaign
Campaign designed for outdoor billboard sites.
Billboard Single
Single execution designed for outdoor billboard sites.
Experiential/Special Events/Stunts
Any OOH program created to ensure consumers have a direct experience with a brand through live events, guerrilla marketing, merchandising, samplings, stunts, sponsorships, competitions, etc. A case summary document is required.
Integrated Campaign
Any out-of-home campaign leveraging connectivity with additional media platforms (such as digital billboards and mobile connected executions, etc.). A case summary document is required.
Point-of-Purchase
Must have direct connection and proximity to point of sale. The point-of-purchase execution must have been created with the intent of swaying last-minute purchasing decisions. Entrants must include a case summary document outlining their targeting strategy – i.e. how they isolated a particular group, what they decided to do to gain this group’s attention, and how their idea was executed.
Poster Campaign
Campaigns designed for posting in public spaces, including malls, stores, etc.
Poster Single
Single executions designed for posting in public spaces, including malls, stores, etc.
Transit Campaign
Campaigns designed for transit poster sites, including bus shelters, subway stations, buses, subway and streetcars, etc.
Transit Single
Single execution designed for transit poster sites, including bus shelters, subway stations, buses, subway and streetcars, etc.
Pharma (Regulated)
Pharma Marketing
Campaigns for regulated products directed to healthcare practitioners and patients. A case summary document is required.
Health and Wellness (Unregulated)
Consumer Products
Campaigns that promote over-the-counter medicinal, health, nutritional, well-being and fitness products or services. A case summary document is required.
Education & Advocacy
Campaigns that raise awareness for public health issues and wellness practices. A case summary document is required.
PR
Community Building
A social activity campaign used to rally an online community, enhance brand affinity, and/or effect a change in attitude towards a brand among its consumer base. Entrants should identify how the campaign was built, how it listened and responded to its target audience, and how it leveraged a creative idea to build a brand’s online community. Entrants must include a case summary document with their entry, outlining results as well as any other relevant information regarding the campaign’s outcome.
Influencer/Talent Marketing
The use of a celebrity or influencer in a PR campaign. May include partnering with the Talent/Influencer to reach a target demographic, or could include creating a campaign that organically engaged and enlisted the support of Talent/Creators. A case summary document is required.
Integrated Campaign Led by PR
A PR-led campaign that appeared across at least three different types of media. Entries will be evaluated based on how successfully their PR-driven efforts communicated a client or brand’s message, and the effectiveness of the campaign among its intended audience. Entrants are encouraged to include results. The work from all three media platforms, as well as a case summary document is required.
Real-Time Reaction
PR campaigns that hijack pop culture moments as they unfold by immediately jumping into the news cycle. A case summary document is required.
Press
Business Press
A single magazine ad, or advertising campaign, designed for a B2B audience.
Magazine Campaign
A magazine advertising campaign consisting of multiple executions.
Magazine Single
A single magazine ad execution.
Newspaper Campaign
A newspaper advertising campaign consisting of multiple executions.
Newspaper Single
A single newspaper ad execution.
Self-Promotion
Self-Promotion
Any work in any medium created solely to promote the entrant’s own brand or services. A brief case document is required to explain who the target was, and what medium was used to reach that target.
Sustainability
CRAFT
Animation
Recognizing the artistic talent and technical skills that bring storyboards to life in a captivating fashion. A case summary document or video is optional but recommended if the project entailed innovation in approach, process or techniques to accomplish (summaries should describe the creative challenge and how you brought the ideas to life).
Art Direction
Recognizing exceptionally flawless design aesthetics. A case summary document or video is only recommended if the project entailed innovation in approach, process or techniques to accomplish (summaries should describe the creative challenge and how you brought the ideas to life).
Cinematography
Recognizing the art and science of beautiful film composition - framing, lighting, angles and movement. A case summary document or video is optional but recommended if the project entailed innovation in approach, process or techniques to accomplish (summaries should describe the creative challenge and how you brought the ideas to life).
Copywriting
Recognizing exceptionally brilliant writing. A case summary document or video is not needed, but entrants must submit a script of the copywriting as a standalone file.
Direction
Recognizing excellence in storytelling decision-making and the vision and skills required to create a brilliant piece of film. A case summary document or video is optional but recommended if the project entailed innovation in approach, process or techniques to accomplish (summaries should describe the creative challenge and how you brought the ideas to life).
Editing
Recognizing the artistry and expertise required to create a seamless and riveting cut. A case summary document or video is optional but recommended if the project entailed innovation in approach, process or techniques to accomplish (summaries should describe the creative challenge and how you brought the ideas to life).
Music
Recognizing a brilliant match of music to message, to create a compelling, memorable experience. Spans original composition and new versions of existing music, to clever and evocative use of existing tracks. A case summary document or video is optional.
Photography
Recognizing flawless and arresting images - evocative captures that show an original eye and vision. A case summary document or video is optional but recommended if the project entailed innovation in approach, process or techniques to accomplish (summaries should describe the creative challenge and how you brought the ideas to life).
Production Design
Recognizing artistic excellence and expertise in creating compelling production design, from the overall art direction of the set design and aesthetic location choices, to how the atmosphere created supports the storytelling. Case summary doc or video is optional but recommended.
Sound Design
Recognizing artistic excellence and expertise in creating a compelling and immersive audio experience. Spans all aspects of soundtrack & audio effects. A case summary document or video is optional but recommended if the project entailed innovation in approach, process or techniques to accomplish (summaries should describe the creative challenge and how you brought the ideas to life).
Visual Effects
Recognizing excellence in creating illusions that avoid detection, or fantastical effects that capture the attention (and imagination) of the audience. A case summary document or video is highly recommended if the project entailed innovation in approach, process or techniques to accomplish (summaries should describe the creative challenge and how you brought the ideas to life).
DESIGN
Brand Environment
The design and creation of a brand environment and resulting experience. May include retail space, restaurant design, office design, pop-up, etc. A case summary document is required to describe how the design thinking approach uniquely positions the brand and creates an experience that appeals to the target audience.
Brand Identity
May include a redesign of an existing brand/company/institution’s corporate identity or the design of a corporate identity for a new brand. A case summary document is required to describe how the design thinking approach uniquely positions the brand and appeals to the target audience.
Brochures/Print Collateral
Printed marketing/business materials, which may include a single execution or multiple items. A case summary document is required to describe how the design thinking approach uniquely positions the brand and appeals to the target audience.
Corporate Reporting
Communications materials from a brand or business, including annual reports (print and/or digital) and other corporate reports. A case summary document is required to describe how the design thinking approach uniquely positions the brand and appeals to the target audience.
Digital/Virtual Identity
The jury will evaluate the visual elements and the design system of digital brand platforms and programs (created for either a campaign, specific application, or ongoing). May include websites, apps, mobile, or immersive virtual experiences. Must be live/viewable by the jury at the time of entry. A case summary document is required to describe how the design thinking approach uniquely positions the brand and appeals to the target audience.
Graphics
Graphic design that works to enhance the customer experience. May include environmental graphics (way-finding systems), informational graphics, etc. A case summary document is required to describe how the design thinking approach uniquely positions the brand and appeals to the target audience.
Logo
May include a redesign of an existing brand/company/institution’s logo or the design for a new brand. A case summary document is required to describe how the design thinking approach uniquely positions the brand and appeals to the target audience.
Packaging
May include packaging redesign for an existing brand, or launch packaging for a new brand, but the item must be available for purchase to consumers. Any packaging designed purely for promotional purposes must be entered into the Promotion category. A case summary document is required to describe how the design thinking approach uniquely positions the brand and appeals to the target audience.
Product Design
Items created for a brand or business that were produced as an ongoing product line (promotional items must be entered in the Promotion category). The jury will assess aesthetics, innovation and functionality of the product design, and how it builds equity for the brand. The product may have appeared in physical or digital formats and can include a single execution or multiple items. A case summary document is required to describe how the design thinking approach solved problems and contributes to brand goals.
Promotion
Items created for a brand or business that serve a promotional purpose. The items may have appeared in print, digital or physical formats. Entries may include a single execution or multiple items. A case summary document is required to describe how the design thinking approach uniquely positions the brand and appeals to the target audience.
Sustainability
A creatively compelling piece of work that takes an active stance in representing the values of sustainability. Please also include info on how the work was created to reduce waste and minimize the project's carbon footprint. A case summary document is required.
Typography
The best use of typography within a design project to achieve the brand's desired intent / communicate campaign messaging. May include compelling use of existing typefaces, original typeface design, or illustrated lettering. A case summary document is required to describe how the design thinking approach uniquely positions the brand and appeals to the target audience.
DIGITAL
PLEASE NOTE: There is a separate Digital jury adjudicating all digital entries that formerly fell under the Advertising category. If your campaign/project is Public Service advertising (i.e. advertising to promote a public service message, or created on behalf of registered not-for-profit organizations) it must be entered into the Public Service digital categories, or in the Design or Multicultural categories.
Apps/Mobile
Mobile content developed for either a mobile application (iPhone/Android, etc.) or mobile website. A case summary document is required.
Creative Use of Technology/AI
A digital advertising execution that uses available technology in a clever and relevant way that the jury hasn’t seen before. A case summary document is required.
Games
Any program using online gaming (website, mobile, etc.) to create an engaging experience for the target audience and achieve a marketer’s objectives. A case summary document is required.
Integrated Web Campaign
Any campaign conducted entirely in online media. The entry must have three or more online elements for the same concept. May include a film plus a microsite, display advertising, email execution or email campaign, etc. Entrants must submit an overview of the campaign describing its various elements and its intent. Entrants may submit film to this category, but it must be accompanied by other types of media – film-only entries must be submitted to the Online Video Campaign category. Examples of the work from all three media platforms, and a case summary document are required.
Online Display Campaign
Online-only campaigns that consist of at least 2 web executions. May include all formats of display advertising: standard text ads, image and rich media banner ads and video ads.
Online Display Single
Online-only single web execution. May include any format of display advertising: standard text ad, image and rich media banner ad and video ad.
Online Film Campaign – 15 Seconds and Under
An online video campaign, in which each execution in the campaign must be 15 seconds or shorter. The jury will be looking for online interactivity and audience engagement creativity, so a case summary document is required. If the same campaign also aired on TV or in Cinema, it is not eligible in this Digital category, and should be entered in Advertising - Film.
Online Film Campaign – 30 Seconds and Under
An online video campaign, in which each execution in the campaign must be 30 seconds or shorter. The jury will be looking for online interactivity and audience engagement creativity, so a case summary document is required. If the same campaign also aired on TV or in Cinema, it is not eligible in this Digital category, and should be entered in Advertising - Film.
Online Film Campaign – Long-Form
An online video campaign, in which each execution in the campaign must be longer than 30 seconds. The jury will be looking for online interactivity and audience engagement creativity, so a case summary document is required. If the same campaign also aired on TV or in Cinema, it is not eligible in this Digital category, and should be entered in Advertising - Film.
Online Film Single – 15 Seconds and Under
Any online video playing 15 seconds or shorter. The jury will be looking for online interactivity and audience engagement creativity, so a case summary document is required. If the same video also aired on TV or in Cinema, it is not eligible in this Digital category, and should be entered in Advertising - Film.
Online Film Single – 30 Seconds and Under
Any online video playing 30 seconds or shorter. The jury will be looking for online interactivity and audience engagement creativity, so a case summary document is required. If the same video also aired on TV or in Cinema, it is not eligible in this Digital category, and should be entered in Advertising - Film.
Online Film Single – Long-Form
Any online video playing over 30 seconds. The jury will be looking for online interactivity and audience engagement creativity, so a case summary document is required. If the same video also aired on TV or in Cinema, it is not eligible in this Digital category, and should be entered in Advertising - Film.
Social Media
Any campaign designed to leverage social media engagement to achieve a marketer’s goals. A case summary document is required.
Virtual Worlds
A marketing execution utilizing metaverse environments, spanning creative use of augmented or virtual reality technology, wearables, etc. A case summary document is required.
MULTICULTURAL
PLEASE NOTE: Entries submitted to the majority of the Multicultural Marketing categories must have been developed by individuals working within the Canadian multicultural marketing industry, and/or by agencies that have experience creating multicultural campaigns for their clients. All adapted creative must be entered into the “Adapted Advertising” category. To help the jury understand how your campaign reached its intended audience, please stipulate how you targeted the community. Include the media choices used, and in addition to the platforms and channels, identify any language-specific / ethnic media properties where the work appeared.
Adapted Advertising
Entries adapted from campaigns developed by another agency for audiences in another country or in a different language, moulded to fit the Canadian multicultural market and target a specific demographic. All work containing adapted creative must be submitted to this category and not to any other Multicultural Marketing category. A case summary document is required to establish how the campaign was adapted and why. Must include original work for comparison.
Audio & Radio
Radio advertising executions of any length. A case summary document is required.
Best Use of Social Media
Any campaign designed to leverage social media (Facebook, Twitter, Instagram, Snapchat, etc.) to achieve a marketer’s goals. A case summary document is required to establish the campaign's goal and explain the creative choices that ensued.
Branded Content
Entertaining or informative original content programs created for brands. Includes television programs, films, documentaries, games, podcasts, etc. or any format that fits with adjacent non-branded content. Can include work that successfully integrates the brand into existing content and/or IP. A case summary document is required.
Branding
Creation of a branding platform/identity that will resonate with a multicultural consumer segment. May include digital and physical elements, e.g. website, storefront, design of a retail space, etc. A case summary document is required.
Brochures/Print Collateral
Printed marketing/business materials, such as flyers, brochures or promotional items used in a marketing campaign (calendars, etc.) May include a single execution or multiple items. A case summary document is required.
Collaborations
Campaigns and programs created for both mainstream and multicultural audiences, in collaboration with another agency partner. May have assets in common repurposed for a multicultural audience and media. A case summary document is required to outline the steps of the collaboration, identifying the multicultural agency contribution from ideation to execution, and explaining the choices that were made to develop versions of the campaign for multicultural audiences.
Digital
Any digital execution of a multicultural marketing campaign, not including film. Examples may include microsites, mobile, display ads, games, apps, etc. A case summary document is required.
Direct
Direct targeting of a specific audience with a call-to-action, whether via direct mail, television, door drops, mobile and social platforms, outdoor marketing, etc. Entrants must include a case summary document outlining their targeting strategy – i.e. how they isolated a particular group, what they decided to do to gain this group’s attention, and how their idea was executed.
Experiential/Special Events/Stunts
Any program created to ensure consumers have a direct experience with a brand through live events, guerrilla marketing, merchandising, samplings, stunts, sponsorships and competitions. A case summary document is required.
Film
Television advertising executions of any length. Videos created for an online audience must be submitted to the Multicultural Online Film category. A case summary document is required.
Holiday/Seasonal Advertising
Any program created as a part of a holiday/seasonal-specific marketing campaign (such as Chinese New Year, Diwali, etc.). A case summary document is required.
Integrated Campaign
A single campaign with executions across at least three different media. Examples of the work from all three media platforms, and a case summary document are required.
Online Film - 15 Seconds and Under
Any video that was shot specifically for online distribution, including mobile, that must be 15 seconds or shorter. May include videos uploaded to social networking sites. Videos edited and uploaded specifically for an online audience must be submitted to this category and not the Multicultural Television category. A case summary document is required.
Online Film - 30 Seconds and Under
Any video that was shot specifically for online distribution, including mobile, that must be 30 seconds or shorter. May include videos uploaded to social networking sites. Videos edited and uploaded specifically for an online audience must be submitted to this category and not the Multicultural Television category. A case summary document is required.
Online Film - Long-Form
Any video that was shot specifically for online distribution, including mobile, that must be longer than 30 seconds. May include videos uploaded to social networking sites. Videos edited and uploaded specifically for an online audience must be submitted to this category and not the Multicultural Television category. A case summary document is required.
Out-of-Home
Billboard/s or poster/s, including those displayed in public transit spaces. A case summary document is required.
Packaging
May include either a redesign for an existing brand, or design for a new brand. A case summary document is required.
May include both newspaper and/or magazine advertisements. A case summary document is required.
Promotion
Items created for a brand or business that serve a promotional purpose. The items may have appeared in print, digital or physical formats. Entries may include a single execution or multiple items. A case summary document is required.
Self-Promotion
Any work in any medium created solely to promote the entrant’s own brand or services. A brief case document is required to explain who the target was, and what medium was used to reach that target.
PUBLIC SERVICE ADVERTISING
PLEASE NOTE: All Public Service advertising (i.e. advertising to promote a public service message, or created on behalf of registered not-for-profit organizations) must be entered into the Public Service categories and cannot be entered into any other Advertising or Digital categories. However, Public Service work may still be entered into the Craft, Design and Multicultural categories.
Ambient Advertising
Non-standard format advertising that cannot be separated from its environment, ranging from small-scale executions (such as coasters, cling on mirrors, etc.) to large-scale executions (such as floor advertising, wall murals, etc.)
Audio & Radio Campaign
Audio & Radio Single
Branded Content
Entertaining or informative original content programs created for brands. Includes television programs, films, documentaries, games, podcasts, etc. or any format that fits with adjacent non-branded content. Can include work that successfully integrates a message into existing content and/or IP. A case summary document is required.
Campaign Led by PR
A PR-led campaign that appeared across at least three different types of media. Entries will be evaluated based on how successfully their PR-driven efforts communicated a public service message, and the effectiveness of the campaign among its intended audience. Entrants are encouraged to include results. Examples of the work from all three media platforms, and a case summary document are required.
Community Building
A campaign, led by PR, used to rally an online community, enhance brand affinity, and/or effect a change in attitude towards a cause / public service message among its consumer base. Entrants should identify how the campaign was built, how it listened and responded to its target audience, and how it leveraged a creative idea to build an online community. A case summary document is required outlining results as well as any other relevant info regarding the campaign’s outcome.
Creative Use of Technology/Virtual Worlds
A marketing execution utilizing emerging tech such as AI, the metaverse, augmented or virtual reality technology, wearables, etc. A case summary document is required.
Direct
Direct targeting of a specific audience with a call-to-action, whether via direct mail, mobile and social platforms, etc. Entrants must include a case summary document outlining their targeting strategy – i.e. how they isolated a particular group, what they decided to do to gain this group’s attention, and how their idea was executed.
Experiential/Special Events/Stunts
Any program created to ensure consumers have a direct experience with a public service advertising message through live events, guerrilla marketing, merchandising, samplings, stunts, sponsorships, competitions, etc. A case summary document is required.
Film Campaign
A video campaign that was shot specifically for online distribution, including mobile. May include video uploaded to social networking sites.
Film Single
Any video that was shot specifically for online distribution, including mobile. May include video uploaded to social networking sites.
Health and Wellness Education and Advocacy
Campaigns that raise awareness for public health issues and wellness practices. A case summary document is required.
Influencer/Talent Marketing
The use of a celebrity or influencer in a PR campaign, associating the influencer with a cause in order to reach a target demographic, or establish trust. A case summary document is required.
Integrated Campaign
A single campaign with executions across at least three different media. The work from all three media platforms, as well as a case summary document is required.
Online
Any digital execution of a public service advertising campaign, not including film. Examples may include microsites, display ads, games, apps, etc.
Out-of-Home Campaign
OOH billboard or poster campaigns designed for outdoor billboard sites, transit advertising sites, or public posting at retail.
Out-of-Home Single
OOH billboard or poster single execution designed for outdoor billboard sites, transit advertising sites, or public posting at retail.
Point-Of-Purchase
Must have direct connection and proximity to point of sale. Entry must have been created with the intent of swaying on-the-spot donation decisions and/or to promote a public service message. Entrants must include a case summary document outlining their targeting strategy – i.e. how they isolated a particular group, what they decided to do to gain this group’s attention, and how their idea was executed.
Press Campaign
Including newspaper and/or magazine advertisements.
Press Single
Including newspaper and/or magazine advertisements.
Real-Time Reaction
PR campaigns that hijack pop culture moments as they unfold by immediately jumping into the news cycle. A case summary document is required.
Social Media
Any campaign designed to leverage social media to achieve a non-profit's goals. A case summary document is required.
Sustainability
A creatively compelling piece of work that takes an active stance in representing the values of sustainability. Please also include info on how the work was created to reduce waste and minimize the project's carbon footprint. A case summary document is required.
For submission inquiries, please contact Karen Morrison at kmorrison@brunico.com.
For partnership inquiries, please contact Neil Ewen at newen@brunico.com.
For partnership inquiries, please contact Neil Ewen at newen@brunico.com.