Transcription
studentrules &categories2021-2022 competition
table of contentsGeneral InformationOnline/InteractiveAbout the American Advertising Awards . . . . . . . . . . . . 1Websites . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11About the CompetitionSocial Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11How to Enter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2Apps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11Deadlines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2Advertising & Promotion . . . . . . . . . . . . . . . . . . . . . . . . . . 11Eligibility Requirements . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2Blogs & Digital Publications . . . . . . . . . . . . . . . . . . . . . . . 11Shipment of Entries . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3Branded Content & Entertainment . . . . . . . . . . . . . . . . 11Student Auto-Forwarding . . . . . . . . . . . . . . . . . . . . . . . . . 3Film, Video & SoundJudging Procedures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3Audio/Radio Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . 12Entry Fees . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4Television Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12Entry Requirements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4Invoice/Manifest Form . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4Cross PlatformIntegrated Campaigns . . . . . . . . . . . . . . . . . . . . . . . . . . . 13Elements of AdvertisingCategory ListSales & MarketingSales Promotion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6Collateral Material . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6Direct Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7Print AdvertisingMagazine Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8Newspaper Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . 8Out-of-Home & Ambient MediaOut-Of-Home . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9Ambient Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10Copywriting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14Visual . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14Film, Video & Sound . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15Digital Creative Technology . . . . . . . . . . . . . . . . . . . . . . 15
The rules, divisions and categories defined here serve as the official policy for the American Advertising Awards competitionand replace all others from previous competitions. The name American Advertising Awards, ADDY and the trophy towhich this name refers are protected by a registered trademark owned by the American Advertising Federation. The AAFcompetition rules, category format and the American Advertising Awards competition name should be used at all levels ofthe competition.The American Advertising Awards is owned and operated by the American Advertising Federation. All rules and guidelinesmust be followed entirely by any AAF chapter or district hosting the preliminary stages of the competition. AMERICANADVERTISING AWARDS , ADDY and NATIONAL ADDY AWARDS are service marks of the American Advertising Federation,registered with the US Trademark Office. All rights reserved.
the american advertising awardsstudent divisionThe mission of the American Advertising Awards Student Division competition is to recognize andreward creative excellence in the art of advertising.Conducted annually by the American Advertising Federation (AAF), the local American AdvertisingAwards Student Division is the first of a three-tier, national competition. Concurrently, across thecountry, local student entrants vie for recognition as the very best in their markets. At the secondtier, local student winners compete with other student winners in one of 15 district competitions.District student winners are then forwarded to the third —national—tier. Entry in your local Studentcompetition is the first step toward winning a national Student ADDY Award.Entering the American Advertising Awards competition supports our entire industry, because the AAFand its local and district affiliates use the proceeds to enhance advertising through programs suchas public service, internships, advocacy groups, advertising education, and consumer awareness.Selection of the most creative entry is effected by a scoring process in which a panel of judgesevaluates all creative dimensions of every entry. A Student Gold ADDY Award is recognition ofthe highest level of creative excellence and is judged to be superior. Student entries that arealso considered outstanding and worthy of recognition receive a Student Silver ADDY Award. Thenumber of awards given in each category is determined by the judges, based on the relativequality of work in that category.The American Advertising Awards competition honors “The Creative Spirit of Advertising.” It is intendedfor “original” creative work. Therefore, entries derived from or making use of previously created and/or published pieces by anyone other than the entrant are not permitted. Copyright infringement and/or plagiarism (be it intentional or unintentional) will result in the disqualification and, if applicable,removal of awards from any entry deemed in violation. All entry fees will be forfeited.1 americanadvertisingawards.com
about the competitionHow to EnterVisit AmericanAdvertisingAwards.com or your localAAF Chapter website. You will be directed to thecompetition site and login as a student entrant.Review the student category list to find whereyour work should compete, and follow the simpledrop down menus to enter your information. Makesure you credit the members of your creativeteam, so that they will be recognized properly inpress releases and other AAF winner publications.Trophies are engraved based on informationsubmitted at time of entry. Please make sureall fields are accurate. Submission of entriesacknowledges the right of the AAF to use themfor publication, exhibition, and marketing of theAmerican Advertising Awards competition.DeadlinesLocal deadline information is available fromyour local AAF Chapter. All AAF Chapters’ entrydeadlines for this competition year, will occuron or after January 1, 2022. After preparing yourentries in the manner outlined in this guide,2 americanadvertisingawards.comdeliver your entries, before the deadline, to thelocation indicated. Since you must enter your localAmerican Advertising Awards competition to beeligible for district competition, it is important thatyou do not miss this deadline.Please note: Comps, original photographs,illustrations, etc. all become the property of theAAF and will not be returned.Any work created for the National StudentAdvertising Competition (NSAC) competition will beeligible for the next American Advertising AwardsStudent Division competition following the NSACfinals in June. For example, creative for the 2021NSAC sponsor, Tinder, is now eligible for the 20212022 American Advertising Awards Student Divisioncompetition.Eligibility Requirements Applicants must be enrolled in an accreditedU.S. post-secondary educational institution. All worked entered into the competition musthave been created between January 1 andDecember 31, 2021.
Work may be developed specifically forthis competition or submitted from previousprojects or competitions. Work must be created while entrant is astudent not employed in the advertisingindustry. Student intern work is eligible if it is notused by or paid for by a client. Work developedfor paying clients will not be accepted.Note: Due to Covid-19, judging may be hostedvirtually. Please check with your local club to verifyrequirements of physical entries. Requirement ofphysical entry submissions is at the discretion ofthe local AAF club.Student Auto-Forwarding Entries may be entered into only one localAmerican Advertising Awards competition,which is determined by the location of theschool at which the work was created. If anaffiliated competition does not exist in themarket (CBSA, DMA or MSA), the district willdirect the entrant to the nearest affiliatedcompetition.All Gold winning work will be forwarded to thedistrict and national competition at no additionalcost to the student entrant. Silver winning workmay be advanced to the district or nationalcompetition, but the entrant is responsible forpaying the applicable entry fee. Bronze awardedwork is not eligible to be forwarded to the nextlevel of competition. Recent graduates are eligible to enter as longas the entry was created while the entrant wasa student during the 2021 calendar year andthe entry meets all other requirements.Judging ProceduresShipment of EntriesEntries and entry fees should be sent to theaddress indicated by your local competition. Allentries become the property of your local club,district, or the AAF and will not be returned. Do NOTsend original artwork.3 americanadvertisingawards.comJudging will be conducted in accordancewith the guidelines found on the AAF website.Decisions of judges and the National AmericanAdvertising Awards Committee (N3AC), includingeligibility, qualifications, and appropriate categoryplacements, are final.
Entry FeesEntry fee information is available from yourlocal Professional AAF Chapter. Since there isoften a substantial savings in entry fees for AAFmembers, you should consider joining your localorganization.All Entries Must Meet all eligibility and deadline requirements. Be entered in the correct category and becorrectly identified. Conform to defined submission requirements. Conform to all copyright laws.Invoice/Manifest FormAfter filling out the entry forms, you will be requiredto sign a invoice/manifest form, listing all of yourentries. This form states that by signing below you:1. Verify that the above information isaccurate.2. Acknowledge that proper rights wereobtained for use of any elements of theentry that were not original.4 americanadvertisingawards.com3. Agree to submit documentation deemednecessary for review.4. Release the entry for internet, broadcastand/or print (allow reuse of material).5. Verify that the entry was created within thelocal market (MSA) of the competition.
category list
sales & marketingNOTE: All entries in the Sales & Marketing division must be physically submitted after the conclusion ofthe online entry process. This includes submission of a physical copy of the creative work SUITABLE FORIN-PERSON JUDGING and two printed copies of the entry form. Failure to comply with these guidelinescould result in disqualification. Requirement of physical entry submissions is at the discretion of thelocal AAF Club.Sales PromotionProduct or Service Sales PromotionPrinted promotional materials for products andservices whose distribution comes from meansother than traditional mass media.S03Printed Annual Report or BrochureAn annual report is a yearly communicationspiece, usually with financial data, intendedprimarily for stockholders or membersas a statement or record of a company’sor organization’s annual performance orstatus. A brochure is a multiple page/panelpiece (usually bound/folded) that advertises,presents and/or describes the advantages,capabilities, worth and/or reasons to buya product or service. Digital annual reportsor brochures should be entered in categoryS17–Digital Publications.S04Special Event Materials(invitations, announcements, cards, etc.)Promotional and/or informational items,usually relating to a specific event/affair ata given location, date, time, etc.S01A PackagingAll product packaging: 1–4 pieces may besubmitted.S01BPoint of PurchasePromotional advertising or display unitthat attends the product or service at thespecific sale location.Collateral MaterialS02Stationery Package—Single or Multiple PiecesStationery entries in this category maycontain one or more pieces of letterhead,envelope and/or business cards.6 americanadvertisingawards.com
Publication DesignLayout and design of the interior and/or exteriorof a magazine or book.S05A CoverLayout and design of the front exterior of amagazine or book.S05B Editorial Spread or FeatureOne editorial spread or feature per entry.Not intended for submission of entire bookor magazine.S05C Cover/Editorial Spread or Feature—Series2–4 covers pieces may be submitted fromwork that qualifies in categories S05A and/or S05B .S05D Magazine DesignEntire magazine design from cover-to-cover.S05E Book DesignEntire book design from cover-to-cover.7 americanadvertisingawards.comDirect MarketingS06Direct MarketingAnything that is created to be mailedvia USPS or delivered via special courier(private, FedEx, etc.) with the purpose ofeliciting, provoking or effecting a consumerreaction (response card, phone numberto call, order form, sale/event dates, etc.).Category includes Specialty Marketing(promotional products with advertisingmessages that are created to promote acompany, corporate image brand or event)and Apparel (clothing and/ or promotionalapparel with an advertising message suchas shirts, caps and jackets).
print advertisingNOTE: All entries in the Print Advertising division must be physically submitted after the conclusion of theonline entry process. This includes submission of a physical copy of the creative work SUITABLE FOR INPERSON JUDGING and two printed copies of the entry form. Failure to comply with these guidelines couldresult in disqualification. Requirement of physical entry submissions is at the discretion of the local AAF Club.Magazine AdvertisingNewspaper AdvertisingAdvertising created to appear in periodic(annually, bi-annually, quarterly, monthly, weeklyetc.) publications.Advertising created to run in publications whoseprimary purpose is to inform the public aboutcurrent events or issues on a daily or weeklyschedule.Magazine AdvertisingS07A Single (Full Page or Less)S07B Campaign2-4 of the above8 americanadvertisingawards.comNewspaper AdvertisingS08A Single (Full Page or Less)S08B Campaign2-4 of the above
out-of-home & ambient mediaNOTE: All entries in the Out-of-Home division must be physically submitted after the conclusion of the onlineentry process. This includes submission of a physical copy of the creative work SUITABLE FOR IN-PERSONJUDGING and two printed copies of the entry form. Failure to comply with these guidelines could result indisqualification. Requirement of physical entry submissions is at the discretion of the local AAF Club.Out-Of-HomePosterA single sheet, advertising or promotional pieceintended for mounting and display for a product,service or event. Does not include point-ofpurchase materials, nor any outdoor signage.S09A Single S09B Campaign2-4 of the aboveOutdoor & Transit AdvertisingA single sheet, advertising or promotional pieceintended for mounting and display for a product,service or event.S10A Outdoor Board (Flat or 3D)The outdoor display of advertisingmessages, notices or events, commonlyassociated with standardized wooden ormetal structures, that are delivered to mass(outdoor) audiences on sidewalks, streets,roadways, etc.9 americanadvertisingawards.comS10BMass Transit (Interior or Exterior)Advertising placed on the interior or exteriorsurface of any vehicle, including publictransit, corporate vehicles etc. Bus wraps,and all other exterior vehicle signage, as wellas bus shelter ads should be entered here.S10C SiteInterior or exterior signage that is restrictedto public venues such as malls, airports,train/bus stations, places of business,stadiums, arenas, etc. Does not includeposters described in category 09, orsignage in the outdoor or transit categoriesbut would include murals.S10D Campaign2–4 of the above
Ambient MediaGuerilla Marketing, Installations and EventsFormerly known as a form of “non-traditionaladvertising” guerrilla marketing is anunconventional way of performing advertisingand/or promotional activities. Guerrilla Marketingentries must be accompanied by proof of usage.Installations are the design and build-out oftemporary or permanent branded environment.Examples might include kiosk, art exhibition, tradeshow exhibit or retail store. Events: event execution(not architecture—see Installation). Entries in thiscategory should be accompanied by a written ordigital (video) summary not to exceed 250 words(written) or 3 minutes (video). Digital summariesmust be submitted by uploading the video filevia the American Advertising Awards online entrysoftware.S11AS11BSingle Occurrence or InstallationCampaign2–4 of the above10 americanadvertisingawards.com
online/interactiveNOTE: Entries for categories within the Online/Interactive division do not require physical submission.Judging of website entries will be done online, using the digital content provided via URL during theonline entry process. You may upload JPEG screenshots for Social Media categories.WebsitesS12S14App (Mobile or Web-Based)Website (Desktop or Mobile)Advertising & PromotionSocial MediaS13AS13BSingle ExecutionCreative execution of brand advertising,marketing and/or promotion that appearedin social media. The same execution mayhave appeared on one or multiple platformsor in carousel, but only one entry is required.Multiple Platforms—Campaign2-4 of the aboveAppsApps must advertise a product or service. A digitalsummary of 3 minutes or less which demonstratesthe functionality and design of the app mustbe provided. This should be entered as a digital(video) upload and will be used to judge the entry.11 americanadvertisingawards.comS15AWeb Banner Ads or Website TakeoversStatic or Animated web banner adsregardless of size.S15BCampaign2-4 of the aboveBlogs & Digital PublicationsS16BlogsEligible blog content must support a brandor advertise a product or service.S17Digital PublicationsOnline publication (single or multipleoccurrence) in support of a brand, suchas annual reports, magazines, newslettersor books.
film, video & soundNOTE: 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 theonline entry process.Audio/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.Audio/Radio AdvertisingTelevision AdvertisingS18AS18BS19AS19BSingleCampaign2-4 of the above12 americanadvertisingawards.comSingleCampaign2-4 of the above
cross platformNOTE: All entries in the Cross Platform division must be physically submitted after the conclusion of theonline entry process. This includes submission of a physical copy of the creative work SUITABLE FORIN-PERSON JUDGING and two printed copies of the entry form. Failure to comply with these guidelinescould result in disqualification. Requirement of physical entry submissions is at the discretion of thelocal AAF Club.Integrated CampaignsAn integrated campaign is defined as a campaignor series of ads, commercials or executions thatutilize more than one medium. The AmericanAdvertising Awards allows entries in all IntegratedCampaign categories to submit up to 10executions for judging. Integrated Campaignentries may be accompanied by a written ordigital (video) summary not to exceed 250 words(written) or 3 minutes or less (digital). Digitalsummaries must be submitted by uploading thevideo file during the online entry process.Failure to adhere to these limitations may resultin a portion or all of the offending entry to beremoved from judging.13 americanadvertisingawards.comIntegrated Advertising CampaignS20 B-to-B CampaignS21Consumer CampaignIntegrated Brand Identity CampaignS22A SingleS22B Campaign2-4 of the above
elements of advertisingNOTE: All entries in Elements of Advertising categories 23–27 must be physically submitted after theconclusion of the online entry process. This includes submission of a physical copy of the creative workSUITABLE FOR IN-PERSON JUDGING and two printed copies of the entry form. Failure to comply withthese guidelines could result in disqualification. Digital entries can be uploaded and do not require aphysical entry. Requirement of physical entry submissions is at the discretion of the local AAF Club.CopywritingS23CopywritingCopywriting for any advertising medium.VisualS24A Logo DesignAn icon, symbol, or trademark designedto represent a product, service, ororganization. Entrant may submit a briefdescription of the client company and itspurpose (max. 50 words) to help the judgesunderstand the logo design objective.S24B Typeface DesignDesigns that reflect exceptional use of neworiginal typeface, calligraphy, hand-lettering,etc. as the primary element of advertising.IllustrationFlat, dimensional, or animated illustration, anynumber of colors14 americanadvertisingawards.comS25A Single S25B Campaign2-4 of the aboveStill PhotographyS26A Black & White, SingleS26B Color, SingleS26C Digitally Enhanced, SinglePhotographic images whose content hasbeen digitally altered to create a new image(often creating an image not possible usingtraditional photo techniques). Utilitarianphoto retouching, color correcting or photoediting alone does not qualify an imagefor this category. A sample of the originalphoto(s) MUST be supplied for proper judging.S26D Campaign2-4 of the aboveArt DirectionArt direction for any advertising medium.
S27A Single S27B Campaign2-4 of the aboveFilm, Video & SoundCinematographyCinematography is defined as the art and processof creating motion picture images includingconsiderations of lighting, photography, cameramovement and angle. Cinematography for anymotion picture project that qualifies as advertisingmay be considered eligible, regardless of themethod of distribution.S28A Single S28B Campaign2-4 of the aboveS29Animation or Special Effects2D or 3D visual effects, regardless of thecreative method for any motion pictureproject that qualifies as advertising maybe considered eligible, regardless of themethod of distribution.Music and Sound DesignMusic only: Any original musical score with lyricswhich was recorded primarily for use in anyadvertising. Does not include music intended forpurchase including music in music videos. Musicwith Lyrics: any original music with sung or spokenlyrics, created/composed expressly for advertising.Syndicated materials, including “re-sing” jinglesand library music, are not eligible for entry. Sounddesign: Any combination of non-musical elements,sound effects, ambience and other sonic devicesincorporated into a film or video presentation,television commercial or radio commercial toenhance the mood and/or message.S30A Single S30B Campaign2-4 of the aboveDigital Creative TechnologyS31Digital Creative TechnologyThis category recognizes achievementin the creative use of tools, features,technology and overall design of websites,games and apps in the areas of usernavigation, responsive design, locationtechnology, augmented reality, mobileinteraction and user experience.Additional Local Only Categories may be added at the discretion of the local or district organization.15 americanadvertisingawards.com
Magazine Advertising Advertising created to appear in periodic (annually, bi-annually, quarterly, monthly, weekly etc .) publications . Magazine Advertising S07A Single (Full Page or Less) S07B Campaign 2-4 of the above Newspaper Advertising Advertising created to run in publica
