Categories
1. copywriting
Focus is on an element of advertising that showcases a strong written element that brings out a firm tone of voice unique to the brand. Students communicate effectively through words, create persuasive messages, and contribute impact to a more extensive campaign.
• Firm tone of voice unique to the brand
• Persuasive messaging
• Conceptual clarity
• Strong Ideas
Skills Tested: Creative writing, brand voice and tone, storytelling, clarity and conciseness, cohesion and consistency, leadership and collaboration.
2. Art Direction
Focus is on students who demonstrate excellence in shaping and leading the visual expression of an idea, from concept to execution.
• Ability to create clear, and compelling visual narratives
• Consistent, cohesive designs in aesthetic choices across platforms
• Management of aesthetic components of a creative project from inception to completion
• Persuasive visual communication
• Integration of copy, typography, and visuals
Skills Tested: Conceptualization, storytelling, layout and design, copywriting, typography, and persuasive visual communication.
3. Brand Strategy, Positioning, & Insights
Focus is on understanding a brand deeply and creating a strategic direction before creative execution.
• Target audience insight
• Competitive analysis
• Value proposition
• Brand identity strategy
Skills Tested: Strategic thinking, market research, target audience identification, brand vision, and differentiation.
4. BRAND DESIGN: INNOVATION/
REBRAND/CO-BRAND
Focus is on visual identity, brand expression, and innovation: Developing new ideas, products or strategies. Repositioning: Repositioning an existing brand to appeal to a new or broader audience. Co-brand: Campaigns where two or more brands collaborate to create a product or campaign that leverages the strengths of each brand to reach a broader audience.
• Logo/visual identity systems
• Packaging design
• Brand guidelines
• Typography and color systems
Skills Tested: Market analysis, design thinking, strategic communications, and creative adaptation to evolving brand needs.
5. BRAND EXPERIENCE & ACTIVATION
Focus is on creations that must be experienced rather than observed. This discipline immerses its audiences in a sensory adventure, from elaborate exhibitions to installations, wayfaring to placemaking, and even digital experiences. This could include viral challenges, live streams, gamification, or limited time offers.
• Immersive experiences
• Sensory experiences
• Exhibitions to installations
• Gamification
• Limited time offers
• Use of AI, AR, VR, etc.
Skills Tested: Creative conceptualization, creative strategy, storytelling through interaction, spatial design, multi-sensory design problem-solving, and collaborative teamwork.
6. BRAND PURPOSE & SOCIAL IMPACT
Focus is on brands with a meaningful mission by creating compelling campaigns that blend creative content with socially relevant contexts. Through multiple channels, students showcase how strategic thinking and innovative design can influence perception and inspire meaningful change. Judging will focus on the campaigns' relevance, creativity, and impact today.
• Cause-related campaigns
• Purpose-driven strategy
• Sustainability
• DEI-focused initiatives
Skills Tested: Authenticity and brand alignment, impact-oriented thinking, insight development, cultural awareness, narrative and storytelling. Creative Problem-Solving, conceptual thinking, design execution, storytelling, and research and contextual awareness.
7. CREATIVE ADVERTISING (PRINT/OOH/EXPERIENTIAL/GUERRILLA)
Focus is on creative marketing strategy that places ads in unexpected locations, seamlessly integrating them into the environment to engage and surprise audiences. Outdoor display of advertising messages, notices, or events that demonstrate a thoughtful, innovative use of environmental surfaces in context to an event, product, brand, or service message. This could include conventional spaces such as bus kiosks and billboards and unconventional media such as guerrilla marketing, stunts, architectural, or environmental surfaces.
• Print ads
• OOH / Out of home (billboards, posters, bus kiosks, bus wraps)
• Guerrilla / experiential (stunts, architectural, or environmental surfaces)
Skills Tested: Creative concept development, contextual relevance, message clarity and impact, interactive and experiential elements, brand and message consistency, visual storytelling, audience engagement, and digital and social media integration.
8. Social media & Digital Content
Focus is on creating real-time, interactive experiences through social media that generate excitement, buzz, and brand awareness, including viral challenges, live streams, gamification, or limited time offers.
• Social-first campaigns
• User-generated content strategy
• Influencer collaboration
• Viral ideas
Skills Tested: Event planning, social media storytelling, live engagement, creative promotions, and collaboration.
9. INTEGRATED CAMPAIGNS
Focus is on work that unifies tactics across multiple channels with a cohesive idea.
• Cross-platform campaign
• Big idea development
• Creative Direction
• Consistent storytelling across touchpoints
Skills Tested: Cross-channel strategy, campaign planning, creative direction, and messaging consistency.
10. Best Use of Emerging Technologies
Focus is on using innovative technologies such as augmented reality (AR), virtual reality (VR), chatbots, or AI in advertising and social media marketing. Use innovative tech capabilities to communicate your brand story further and support your event, product, or service message.
• AR/VR brand experiences
• AI content
• Tech-enabled storytelling
Skills Tested: Proficiency, innovation and creativity, interactivity and engagement, cross-platform design, data analysis and AI, scalability, ethical considerations and impact.
