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GENERAL CREATIVE REQUIREMENTS

Creative work is scored as part of Scoring Section 3: Bringing the Strategy & Idea to Life, which includes Question 3 and the Investment Overview.

Because judges are required to read the written case before reviewing the creative work, the creative reel should focus on creative examples. The reel is not meant to be a video version of the written case – judges are eager to view the work after reading the case.

Creative materials should include:

  • Creative reel
  • Creative images

All creative work must include English translation.

CREATIVE REEL

The focus of the reel should be the creative work, as the audience would have experienced it. You don’t need to feature all of the items selected in the touchpoints checklist (from the Investment Overview), only those integral to the case’s success that are explained in your written case. Any set-up (re: context, challenge) should not impede the judges’ ability to have a clear understanding of the creative work as it ran. 

Judges recommend that, at minimum, 70%+ of the reel is spent showing examples of creative work the audience experienced, or other materials created to bring the idea to life internally or externally.

Must include: 

  • At least one complete example of each integral touchpoint, to ensure that the judges can see the breadth of the work you've described. It can be helpful to label each creative example by media type (“Outdoor”, “Social”, etc.)
  • Video clips over 60 seconds may be edited down for time; but entrants are encouraged to keep as close to the original as possible
  • If showing multiple examples of a touchpoint (e.g. 3x TV spots), after you show one example in full, it’s fine to edit down the additional examples for time

Do not include: 

  • Results of any kind will lead to disqualification
  • Agency names, logos, images*. 
  • Competitor creative work or logos*. *Exceptions: permitted if agency or competitor names/logos/work were included in your publicly running creative work
  • Editing that will misconstrue what your audience viewed (e.g. changing the audio during a TV spot)
  • Any confidential information, as creative reels will become public for finalists & winners.

Technical Requirements:

  • 1 creative reel per entry
  • 3 minute maximum (Sustained Success entries can be 4 minutes)
  • 350 MB maximum file size
  • mp4 format
  • High Resolution: 16:9 at 1920x1080.
  • Do not include any agency names/logos in the video or in the file name.
  • Sustained Success:  Creative examples from three or more years are required, with labeling of the year/time period on the creative reel / images.

Talent / Licensing  

Do not add music/stock images that did not run in your original creative work to your reel unless you secure the rights to include those supplemental materials.  

The Creative Work provided for judging will be used for publicity purposes if your case is a finalist or winner.

Effie Worldwide is an educational organization that shows work for educational purposes, and for honoring effective marketing ideas and the successful teams (client and agency) creating them. In our experience, as long as the talent/music were used in your original creative work, you should not run into an issue with rights/licensing

CREATIVE IMAGES

Images of the Creative Work: 2 images required; 6 images maximum

When the judges have read your case and watched the reel, they’ll review images of your work. The images uploaded should complement your reel and help the judges better evaluate the image-based creative elements that ran in front of your audience. It can be helpful to provide images of work best seen as a still image (e.g. website, print ad, direct mail piece, etc.) or you may wish to upload work that you’d like judges to have another look at after watching the reel.

This is an opportunity to showcase your creative work:

  • Highlight elements that are better seen as a still image vs. video format.
  • Draw further attention to key element you wish to highlight

Technical Requirements: ​ 

  • .jpg format​
  • High-res. 15 MB max
  • Do not include agency names or logos on any creative materials (including file names) you submit

Creative images will be shown publicly if your case is a finalist or winner. 
 

OTHER REQUIREMENTS: PUBLICITY

Entrants are required to provide the publicity materials below at the time of entry.
 

PRIMARY PUBLICITY IMAGE. This should be an image of the work that best represents your case. This image will be the primary image of the work for publicity and promotional purposes if the case is a finalist or winner.​

  • Specs: High res jpg, 15 MB max.​

LEAD AGENCY & CLIENT LOGOS​. Please provide current company logos for the Lead Agency and Client. Logos are not required for companies designated as Contributing Companies.​ These will appear on screen at the gala if you’re one of our winners, so please make sure the logos are current and hi res.

  • Specs: jpg/png 

PUBLIC CASE SUMMARY. In 90 words, provide a summary of your case with no confidential information included.

STATEMENT OF EFFECTIVENESS. In 15 words or less, provide a statement that exemplifies the results of the case, ensuring no confidential information is included.

TEAM PHOTO (optional). Team Photos may be featured online and at the Effie Awards Gala. Photos may be of the client/agency together or featured separately. You may upload a maximum of one photo per lead agency and client. If your entry has a second lead agency or client, additional photos may be uploaded. (4) images max per entry ​

  • Specs: High res jpg, 15 MB max. ​