Categories

On any screen. This category recognises excellence in casting. Specifically, where the selection of talent made a significant and powerful impact on the overall storytelling. This includes the selection of actors, dancers, singers, models, non-professionals, animals and other talent.

On any screen or experiential.This category recognises excellence in the artful management of the visual elements that make up production design.

This includes set design, location builds, set dressing, in-camera SFX, wardrobe, and makeup—elements that collectively influence the overall look, feel, and atmosphere of the piece.

On any screen and including animation. This category recognises excellence in the quality and effect of cinematography.

All aspects of the cinematography will be considered, including style, artistic choices, camerawork, cinematic techniques, shot composition & lighting.

On any screen. This category recognises excellence in the technical and creative success of the edit.

All aspects of the edit will be considered, including timing, pace, visual dynamics, dialogue dynamics, sound integration, and overall storytelling.

On any screen. This category recognises excellence in animation. All aspects of the animation will be considered, including original application, style, aesthetic, and overall storytelling.

All types of animation—cel, stop-motion, motion graphics, and computer animation in 2D or 3D—will be accepted.

On any screen. This category recognises excellence in visual effects.

All aspects of visual effects will be considered, including the conception and design of components to their technical success of compositing and integration into live-action plates—elements that collectively influence the overall look, feel, and aesthetic of the piece.

On any screen. This category recognises excellence in direction. Specifically, the translation of a script through a director’s vision and how well that vision has been achieved.

When deciding awards for this category, the jury will take into consideration the success of the entry across all the other craft categories (1-11).

On any screen. This category recognises excellence in the composition of original music.

The entry must have been created specifically and solely for a campaign. All aspects of the composition will be considered, including cohesion of the edit and its impact on the overall piece.

On any screen. This category recognises excellence in the selection of an existing piece of music, specifically where the choice of music made a significant and powerful impact on the overall storytelling.

Both published and public-domain music will be considered.

On any screen. This category recognizes excellence in adapting an existing, published piece of music, specifically where the adaptation made a significant and powerful impact on the overall storytelling.

Both re-recorded or remixed versions of published or public-domain music will be considered.

On any screen. This category recognises excellence in sound design. The entry must feature an original recording that showcases technical excellence in recording, mixing, and the synthesis of samples and sound effects.

All aspects of sound design will be considered, including the cohesion of the edit and its overall impact on the piece, as well as the process of specifying, acquiring, manipulating, or generating audio elements, such as sound effects, location recordings, and atmospheric sounds.

Will be judged by how art direction and typography are used in the execution of digital ideas/platforms.

The artistic direction and aesthetic of the production design, as well as the overall look, feel and atmosphere of the piece.

Includes set design, location builds, installations, brand experiences, exhibitions, retail design and real-world activations.

Will be judged by how art direction and typography are used in the execution.

Art direction and/or typography must be an integral part of the execution and add to the overall idea.

Copywriting must be an integral part of the execution and add to the overall idea, reflecting the constraints and opportunities of the medium.

Judges will be looking for brilliant writing imaginatively brought to life.

Copywriting must be an integral part of the execution and add to the overall idea.

Copywriting must be an integral part of the execution and add to the overall idea, reflecting the constraints and opportunities of the medium.

Judges will be looking for brilliant writing that leverages the medium, using the power of words and sound.

Copywriting must be an integral part of the execution and add to the overall idea.

Great words that don’t have a home in any other category.

This category recognises visual design and identity that helps build brands. Not a campaign, but long-term design thinking around brand ID/livery/vehicle/packaging/communications/behaviours.

Entries may also demonstrate the design across other touch points like print, brand collateral, digital content, etc.

This category rewards a product that is either a piece of technology or has technology at the centre of the creative.

It is important that there is a strong idea and purpose driving the reason for the product. No gimmicks. Ask yourself what the product does? Is the world a better or more interesting place because it exists?

This category rewards the design of a product.

It is important that there is a strong idea and purpose driving the reason for the product. No gimmicks. Ask yourself what the product does? Is the world a better or more interesting place because it exists? Example: Volvo Life Paint.

This category rewards design thinking which has led to the transformation of the customer experience when using a product, system, service, app or website.

Ask yourself what makes the work engaging and interactive? Is it improving the customer experience to drive business transformation? Does it make you feel something? Does it do all the above?

Entries should demonstrate the customer journey and touchpoints within that journey.

Individual or whole publication and editorial design in magazines and articles.

Includes covers, spreads, sections and supplements.

Including photography, illustration and retouching.

Photography, illustration or retouching must be an integral part of the execution and add to the overall idea.

Design of branded apps or digital platforms.

Includes platform elements of a site, mobile apps and desktop installations.

Design practice of the consumer journey and experience that focuses on the emotional and behavioural response of a user to a digital product or service.

The aesthetic composition, information architecture and visual design of an intelligent and engaging user interface for a website, mobile platform or other digital piece.

Games with an advertising purpose only.

Design of games and gaming platforms. Includes virtual, immersive, VR and AR.

Long-term site destination for a brand, product or service. Or short-term campaign sites made specifically to support a branded campaign. Single entries only.

Judges will consider ideas, utility/usability, interaction and emotional reaction.

A less-than-30-second commercial aired on TV, cinema or video-on-demand platforms.

A 30-second commercial aired on TV, cinema or video-on-demand platforms.

A commercial more than 30 seconds long aired on TV, cinema or video-on-demand platforms.

A campaign of 3-5 commercial spots aired on TV, cinema or video-on-demand platforms. Each spot can be any length.

120 seconds and above. It can be a short film, a feature film, a documentary using non-paid media, etc.

Only submit actual screen content.

Work that moves the category forward by introducing new thinking, innovation or progressive use of the medium.

Content/programming or integration of a brand into existing or new formats.

Content/programming or integration of a brand into existing or new formats.

Three or more examples must have appeared to be eligible.

Celebrating music content and creative musical collaborations.

Entries will need to demonstrate original production, promotion or distribution of music for brands; that is, work where a recording artist or platform is innovatively leveraged to communicate with consumers.

Work that moves the category forward by introducing new thinking, innovation or progressive use of branded content.

Incorporating a minimum of three executions.

This category celebrates ideas that move this category into new and exciting directions. Work that truly redefines the possibilities of print.

Static or digital, billboard, street furniture, street poster or i-lite site.

Any conventional outdoor site that has been modified or adapted.

Single non-traditional idea which consists of small-scale special solutions, or live advertising.

Could be a pop-up shop, a stunt, an immersive experience or installations.

Single execution where a user interacts with the outdoors through either their own tech device or one provided.

Incorporating a minimum of three executions across a combination of single or multiple out-of-home formats including digital.

This category is for advertising on vehicles including cars, trains, buses, taxis, trucks, aeroplanes etc.

Includes the use of transit sites such as airports, stations, ferry ports, roads and driving tracks.

Single execution where a user interacts with the outdoors through either their own tech device or one provided.

A commercial spot broadcast over a radio station, platform or streaming service that is 30 seconds or less.

A commercial spot broadcast over a radio station, platform or streaming service that is over 30 seconds.

A minimum of three spots.

Recognises forward-thinking ideas that push the boundaries of the medium, using it in a new way to promote a brand or enhance the listener’s experience.

This category is intended for longer form, branded audio such as episodic podcasts, or other paid-for long form audio formats.

Physical or door-drop. Include one example of the work exactly as it was delivered.

Digital advertising that requires interaction or a response with a clear call to action (not just awareness).

For example, emails, mobile ads, banners, social posts, direct online films. These will most likely drive you to an app or website/microsite or similar digital destination.

A piece of cinema, TV or radio communication.

Single entries only.

Direct that is composed of multiple elements delivered separately.

Entries in this category must contain different media and will be judged on how successfully they have integrated the chosen elements or channels throughout the campaign.

Entries should demonstrate how the application of data significantly formed the basis of the direct campaign’s strategy.

Entrants should also provide evidence of how their data-driven strategy helped to profile customer’s behaviour and segmentation, which ultimately led to successful direct marketing activities.

Work that moves the category forward by introducing new thinking, innovation or progressive use of the medium.

Recognises the impact of printed materials on the shopping experience, brand visibility, and customer decisions in physical retail stores.

For example, aisle fins, floor graphics, decals, checkout media.

Recognises the effective integration of digital screens or in-store radio within physical retail spaces.

Recognises the impact and creativity of printed materials used in advertising outside of traditional retail environments, specifically driving people in store. For example, a letterbox broadsheet.

Recognises executions that have successfully used retailer owned digital channels to meet a sales objective. For example, social media, EDM, e-commerce.

Recognises creative promotional campaigns involving the distribution of product sample/s, or in-store product experience.

Methods of purchase that are centred around the consumer experience, where the purchase experience is inspiring or engaging, seamless or attractive.

Includes real-world and virtual experiences, or a combination of both; and retail, events or social experiences facilitated by digital technology.

Work that moves the category forward by introducing new thinking, innovation or progressive use of the medium.

Paid-for advertising, advertorials, and sponsorship online (including banners and pop-ups designed specifically to run online).

All entries must show the work in context where it was originally displayed. Note: this is not a category for video or film designed for TV that also ran online.

Single entries only.

Should contain 3 or more separate pieces of work from one or more of the Digital Advertising categories.

Offline elements can be included with the minimum 3 digital executions if they help set the idea.

Judges will look at the quality of the digital ideas and how they contribute to the campaign.

This category rewards a piece of work that is either a piece of technology or has technology at the centre of the creative.

It is important that there is a strong idea driving the work; this category is not technology for technology’s sake.

A good example of tech-driven creative is the Adoptable By PEDIGREE.

A digital execution or campaign that uses data to enhance the visualisation, storytelling, evolution, experience or impact of the idea.

Can include social data insights, real-time data or collection of data, etc. Includes any digital delivery medium or screen.

Work that moves the category forward by introducing new thinking, innovation or progressive use of the medium.

Any brand-owned experience, activation or immersive environment held in a public space.

Can be stand alone or within a bigger event. Includes pop-ups, stunts, guerrilla marketing, product demonstrations and the like.

A branded live event or entertainment experience that features and promotes a brand.

Entries will be judged on their entertainment value for the target audience. Includes live shows, events, concerts, festivals or entertainment-focused brand-owned live experiences.

A campaign that uses multiple media, but is initiated, led or driven predominantly by a promotion or activation.

Entries must contain different media and will be judged on how successfully they have integrated the chosen elements or channels throughout the campaign to create consumer engagement that promotes a message, product, or service. Example: Emerson’s Tiny Pub.

PR generated from a single channel execution such as a press release, social post, print ad, partnership or stunt.

Judges will consider how the channel was used to raise awareness and influence public perception of a brand, product, or service or to change the behaviour of a targeted audience.

A campaign predominantly led by PR with executions such as media relations, social post, print ad, partnership, or stunt to raise awareness and influence public perception of a brand, product, or service or change behaviour of a targeted audience.

This is where new technology or an innovation pushes the boundaries of the status quo to generate, execute or support a PR campaign.

It could include artificial intelligence, virtual reality, robotics, gadgets, apps, products, a new process, etc.

Campaigns that use social networking sites to create and/or enhance relationships with consumers.

Social initiatives or executions that use popular social media influencers or celebrities to engage with a target audience through that influencer’s specific style and audience.

A single online video or content series specifically created for online social platforms.

The film must be shareable, likeable content that is likely to garner viral popularity.

Branded social activity that is derived from user-submitted materials or created to encourage contribution or collaboration from a community.

Reactive and real-time social activity that uses a social platform to respond to world events, public affairs and other real-world activity in a meaningful, time-sensitive and creative way.

Work that moves the category forward by introducing new thinking, innovation or progressive use of social platforms or principles.

Includes use of all media types – traditional and non-traditional.

Entries will be judged on how successfully they have integrated the media throughout the campaign and how well the different media complement and build on each other.

Please show the multiple types of media used (for example, social, outdoor, screens).

Any piece of work that ran in magazines and/or newspapers or out of home.

Any piece of work that was intended to elicit a direct response from the consumer.

Any work developed for TV, Cinema or VOD for a charity client.

Work that is enhanced and amplified by a game-changing channel strategy/media placement.

Work that moves the category forward by introducing new thinking, innovation or progressive use advertising to further charitable goals, fundraising, etc.

Work paid for by a commercial brand that has a positive impact on society at its core.

This category will only reward campaigns that include multiple channels with clear intent.

Execution in every channel is outstanding, and award-worthy in its own right. The cumulative impact of the campaign is more than the sum of its parts.

Don’t enter just because you’ve got a multi-channel campaign.

This category recognises an individual—such as the director, editor, cinematographer, 3-D/2-D designer, animator, composer, sound designer, or arranger—who has worked at their chosen craft for less than five years.

Entry to include THREE pieces of work or less, at least one has to be commissioned by a client.

This category is for individuals or teams who have been in the business or placement for two years or less.

The individual or team must be in full-time employment.

Self-nomination is allowed. You must be able to prove that you have been in the industry for less than two years.

The Axis Student Challenge encourages and celebrates emerging creative talent in the advertising industry.

Entrants must be full-time students in advertising, design, visual communication, mass communication, marketing or a related discipline, and studying at least 20 hours per week.

Entering the Agency of the Year Category requires the entrant to provide a complete list of entered work, identifying distinct

Campaigns or Bodies of Work entered in AXIS and providing entry numbers for all individual entries attributable to each Campaign.

Entering the Agency of the Year Category requires the entrant to provide a complete list of entered work, identifying distinct Campaigns or Bodies of Work entered in AXIS and providing entry numbers for all individual entries attributable to each Campaign.