The American Advertising Federation ADDY® Awards
The ADDY® Awards is the advertising industry’s largest and most representative competition, attracting over 50,000 entries every year in local ADDY® competitions. The mission of the ADDY® competition is to recognize and reward creative excellence in the art of advertising.
Conducted annually by the American Advertising Federation (AAF), the local ADDY® Awards is the first of a three-tier, national competition. Concurrently, all across the country, local entrants vie for recognition as the very best in their markets. At the second tier, local winners compete against other winners in one of 14 District competitions. District winners are then forwarded to the third tier, the national ADDY® Awards competition. Entry in your local ADDY® competition is the first step toward winning a national ADDY®.
Entering the ADDY® competition supports our entire industry, because the AAF and its local and district affiliates use the proceeds to enhance advertising through programs such as public service, internships, advocacy groups, advertising education, and consumer awareness.
Selection of the most creative entry in each category is effected by a scoring process in which a panel of judges evaluate all creative dimensions of every entry. In each category, a GOLD ADDY® is recognition of the highest level of creative excellence and is judged to be superior to all other entries in the competition. Entries that are also considered outstanding and worthy of recognition receive a SILVER ADDY®. The number of awards given in each category is determined by the judges, based on the relative quality of work in that category.
The Student ADDY Awards is also a three-tier national competition, which is sponsored by the AAF and National Ad 2. Occurring in conjunction with the prestigious ADDY Awards, the Student ADDY Awards recognize and reward creative excellence by students
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.
How to Enter
Visit www.addycompetition.com and click on “Enter” to enter the ADDYs. You will be directed to the competition site and login as an entrant. Review the category list to find where your work should compete, and follow the simple drop down menus to enter your information. Make sure you credit the members of your creative team, so that they will be recognized properly in press releases and other AAF winner publications. Submission of entries acknowledges the right of the AAF to use them for publication, exhibition and marketing of the ADDY® show.
Deadlines
After preparing your entries in the manner outlined in this guide, deliver your entries to the location indicated below. Please note: you must enter the El Paso ADDY® competition to be eligible for the District 12 competition, so it is extremely important that you do not miss this deadline.
ENTRY DEADLINE:
Saturday, January 23, 2010 9 a.m. – 3 p.m.
Physical entries should be delivered to the Cotton Memorial Building, Room # 300 at the University of Texas at El Paso, 500 W. University Avenue.
Eligibility
All work entered in the ADDY® competition must have first appeared in the media between January 1 and December 31, 2009. With the exceptions of Public Service Advertising, Advertising for the Arts, and Advertising Industry Self Promotion categories, work entered must have been the result of paid creative services and media placement in the normal course of business (excluding student entries). Entries must be submitted in the CBSA, DMA or MSA of the entrant (as defined by Arbitron or Nielsen for your local market). In the event that there are entrants located in markets not served by a local ADDY® affiliated show, the acceptance, processing, judging, forwarding and fees of those entries will be decided by the governing body of the District in which the entrant is located.
Entry Fees
Since there is often a substantial savings in entry fees for Advertising Federation members, you should consider joining the Advertising Federation of El Paso. Some of the benefits of membership include: personal and professional development through regular meetings and workshops; networking opportunities; and member discounts on business-related services.
Entry fees are as follows:
El Paso Ad-Fed Members:
Single entry - $40
Campaign entry - $50
Non-members
Single entry - $55
Campaign entry - $65
Local area Students:
Single entry - $15
Campaign entry - $20
Make checks payable to the Advertising Federation of El Paso. Entry fees must accompany all entries. Entries submitted without payment will not be accepted.
All Entries Must:
• Meet all eligibility and deadline requirements.
• Be entered in the correct category and be correctly identified.
• Include a completed and signed manifest form.
• Conform to defined submission requirements.
• Conform to all copyright laws.
Manifest Form
After filling out the entry forms, you will be required to sign a Manifest Form, listing all of your entries. This form states that by signing below you:
1. Verify that the above information is accurate.
2. Acknowledge that proper rights were obtained for use of any elements of the entry that were not original.
3. Agree to submit documentation deemed necessary for review.
4. Release the entry for Internet, broadcast and/or print (allow reuse of material).
5. Verify that the entry was created within the local MSA of the competition.
Entry Submission
(PLEASE NOTE THIS IMPORTANT CHANGE)
Black art board or foam board mounting of physical entries is no longer accepted.
The El Paso Advertising Federation will provide you (at no additional charge) with one large plastic bag and one piece of chip board to be used with each individual entry. These bags will protect your entries that may become eligible for the district competition.
Directions: Insert one copy of the physical entry, backed with the chip board (do not affix the entry to the chip board), into each plastic bag. Place a copy of the entry form on the back side of the chip board (not affixed) facing the back side of the plastic bag. The physical entry should be all that is seen at the front of the bag. Firmly affix the entry number to the front of the bag which contains the physical entry.
If you are submitting a three-dimensional (3-D) item that is small enough to fit in the provided plastic bags, please follow the same directions for entry. If your entry is too large to fit in the provided bag or if the element is likely to tear the bag when it is removed, please follow the entry directions for special packaging.
Special packaging for oversized elements
Enclose your oversized element in an appropriately-sized box or clear plastic container. When using a box, please do NOT seal. Secure the entry number to the top of the box/container in the upper right-hand corner. An entry number label should be affixed to the box or container for identification. Attach the entry form to the bottom of the box and place a second copy of the entry form inside the box with the entry.
Campaign entries may be handled in the same manner as above, placing the campaign inside a plastic bag/container. Label each physical item of the campaign with an entry number on the back of the entry on the upper right-hand corner. Indicate on each label “1 of 2” or “2 of 2”, etc. Include an extra copy of the entry form inside the bag.
All components of a mixed media campaign must be entered together in an appropriately sized container. Label each component with an entry number and include the total components for each campaign, (1 of 9, 2 of 9, 3 of 9, etc.)
Place both copies of the entry form inside the plastic bag/ container and attach the entry number to the outside of the bag.
Entry Identification
Detach the category and entry number labels from the entry form generated when you submitted your entry information online. The entry number must be firmly attached in the back right corner on the back of all entries which are in envelopes. In clear plastic or transparent envelopes, place two copies of the entire entry form into the envelope. In the case of entries that require DVDs or CDs, affix the label on the container or sleeve. DO NOT affix labels to the actual face of the CD or DVD. Label each component of a Mixed Media Campaign in a similar fashion. No information identifying the entrant should appear on the face of an entry. Submission of entries acknowledges the right of the AAF to use them for publication, exhibition and marketing of the ADDY® show.
Campaign Entries
A SINGLE MEDIUM campaign is no less than two and no more than four total pieces in the entry. A MIXED/MULTIPLE MEDIA campaign has two or more executions spread over two or more media. There must be a minimum of two media used, but no more than six. There can be no more than four pieces per medium, with a maximum number of nine total pieces in the entry.
Broadcast, Audio Visual or Computer Presentation Entries
The only accepted format for video and television entries is DVD. Be sure that submitted DVDs will play on a consumer DVD player. If the entry cannot be played on a consumer DVD player, it is subject to disqualification. When a DVD contains multiple spots, as in a campaign, include a navigation tool. If the entry is a single spot or video, the DVD should be created to auto-play. Entries must be “viewing copy only” and contain no color bars, tones or slates. Audio CDs are the only accepted audio format. No AIFF, MP3, WMV or WAV files.
Use a separate CD/DVD for each single entry. For campaign entries, include all components on one CD/DVD. Label each case with the entry number on the front right hand corner of the case. Place entries inside an appropriately sized transparent plastic envelope. Insert two copies of the entry form inside the envelope. Also, write the entry number and title on the CD/DVD face with permanent, CD safe pen. For campaign entries, indicate the number of spots in the campaign. DO NOT affix labels to the actual face of the CD or DVD.
Video sales presentations and infomercial entries must submit an edited representative content of NO MORE THAN five minutes in length. Transfer all Sales Presentation entries to DVD.
Internet/Interactive Media
For Website and all online entries, submit the URL addresses. For multiple URLs in a campaign category entry, create a webpage that contains each of the individual links and provide the single URL to your newly created page, i.e.- http://www.somedomain.com/addy_entries.html. Do not submit a URL that leads directly to a “swf” file. In addition, it is required that you submit a printed, 8.5 x 11” color screenshot of the homepage, pop-up banner, email, e-card, etc. and a CD (Mac OS or PC compatible) of the site/entry. Designate on the entry which OS is used. Place all of the entry into an appropriately sized envelope (or CD sleeve) and affix the entry number on the front of the CD case. Insert two copies of the entry form inside the envelope. The CD is to be used only in emergency situations when Internet access or unexpected hosting situations make viewing the actual site online impossible. Judging will be done online, using the URL whenever possible. URLs should not require any username or password for access. In cases where this already exists, the entrant should create an independent URL. In the event that a site is database driven, please indicate this on the entry as explanation for lack of a CD being included. For Disk-Based Sales Packages, submit on CD/DVD. Do not submit executable files that will attempt to install a program on the judging computer(s). Executable files cannot be judged and will be disqualified without reimbursement of entry fees.
Shipment of Entries
To request your plastic bags and chip board, please call Veronica Gonzalez at 915-422-3424. You may pick up your entry materials yourself or you may request to have these materials delivered. Please make all requests before Friday, January 15, 2010.
As previously identified, you must deliver your entries to the UTEP location on Saturday, January 23, 2010 between 9 a.m. and 3 p.m. . Your entries must be received by an appropriate representative of the El Paso ADDY Awards Committee. Because of the parking limitations at UTEP, we cannot offer campus parking prior to Saturday, Jan. 23rd.
All entries become the property of the Advertising Federation of El Paso, AAF’s District 12 and/or the American Advertising Federation (AAF) and will not be returned. Do NOT send original or irreplaceable artwork. It will not be returned.
Forwarding of Winners
Only work that has won a Gold ADDY® or a Silver ADDY® in a local ADDY® competition will be eligible for entry into the District competitions. Only work that has won a Gold ADDY® or a Silver ADDY® in a District ADDY® competition will be eligible for entry into the National ADDY® competition.
Auto-Forwarding
If your entry wins a Gold ADDY® at the local competition, it will be automatically forwarded to the district competition with fees paid by the local AAF Chapter. Should the entry win Gold again at district level, it will be forwarded to the national competition with fees paid by the district.
If your entry is awarded a Silver ADDY® at the local or district level, you have won the right to compete at the next level of competition and may choose to pay the applicable entry fee in order to be forwarded. You will be contacted with information regarding your entries that qualify to be forwarded to the next level of competition, entry fees, due dates and how to submit payment.
The rules, divisions and categories defined here serve as the official policy for the AAF ADDY® competition and replace all others from previous competitions. The name ADDY® Awards, ADDY® and the trophy to which this name refers are protected by a registered trademark owned by the American Advertising Federation. The AAF competition rules, category format and the ADDY® Awards competition name should be used at all levels of the competition.
“Real” Advertising
The expressed intent of the ADDY® Awards competition is to recognize and reward creative excellence in the legitimate everyday workplace of advertising. Occasionally, an entry is submitted that appears to have been created outside the conventional agency-to-client-to-media marketing structure; as if the entry was created solely for the purpose of winning an award. This type of work is not accepted. All entries, with the exceptions of Public Service Advertising, Advertising for the Arts and Industry Self-Promotion, must have paid for the creative services and media placement in the normal course of business.
“New” Creative
To qualify as new creative, the copy must be completely different from that used in any previous ads. The same headline with different body copy does not qualify. Changing dates, locations, times, savings, etc., does not qualify. The illustration or photography can be the same, but the copy (thrust and content) must be new. Some ads present little or no copy. In the instance of no copy (other than time, location, and other basic information data), an ad with a previously used illustration does not qualify. If questionable, the final decision rests with the local, district and ultimately the National ADDY® Committee (NAC).
Documentation
Should a question arise relative to the eligibility or legitimacy of any entry, the entrant agrees by his/her signature on the entry form to furnish the necessary documentation for review by the National ADDY® Committee. Failure to do so can be grounds for disqualification without refund of entry fees.
Judging Procedures
Judging will be conducted in accordance with the guidelines found on the aaf.org website. Decisions of judges and the NAC, including eligibility, qualifications and appropriate category placements, are final.
Geographic Considerations
Entries may be entered into only one local ADDY® Awards competition, which is determined by the location of the agency at which the work was created. In addition, the piece MUST be entered under the Geographic Considerations of the entrant. In Elements of Advertising, entries may only be entered in the CBSA, DMA or MSA in which it was created by the original creator of the work, not the agency who commissioned the work. If an affiliated competition does not exist in the CBSA, DMA or MSA, the district will direct the entrant to the nearest affiliated competition. {Although not recommended, the entrant, if other than the agency/creator, may choose to enter the work on behalf of the creator (examples include, but are not limited to: printers, production companies or client). In this case, the entrant’s address will determine into which local show the work is entered. It is important, however, that the parties communicate to ensure the work is entered and eligible in only one market. Should a conflict arise and work is entered without knowledge in two markets, the NAC defers to the rights of the creator in all cases.}
Special Awards
The NAC recommends that local and district shows not allow work entered in the Industry Self-Promotion or Public Service Categories to be eligible for Best of Show consideration. The NAC suggests the creation of local, district and national Public Service Judges Special Award.
The NAC has revised the suggested method for selection of best copywriting and best art direction in the show. These are no longer specific categories. Instead the NAC suggests that local and district shows charge their judges to select the best copywriting and best art direction from all Gold ADDY® winning entries in the show. These pieces should receive special judges awards or Gold ADDYs as such.
Mosaic ADDY Award
The National ADDY® Committee is committed to recognizing advertising which promotes diversity and issues related to multiculturalism. At the national ADDY® level, all Gold and Silver winning pieces will be screened for relevance to these issues. The most exceptional piece(s) will be eligible for selection by judges to receive a special Mosaic ADDY®. The NAC strongly encourages local and district ADDY® shows to adopt this policy.
Special Awards, such as Public Service, Mosaic, copywriting and art direction do NOT have to be Gold ADDY® or Silver ADDY® winners to be considered for a special award.
Category List
SALES PROMOTION
Product or Service Sales Presentation
1A. Catalog
1B. Sales Kit or Product Info Sheets (See definition for clarification)
1C. Printed Newsletter
1D. Menu
1E. Campaign
Packaging
2A. Single Unit
2B. CD, DVD, or VHS
2C. Campaign
Point-of-Purchase (POP)
3A. Counter Top, or Attached
3B. Free-Standing
3C. Trade Show Exhibit
3D. Campaign (2 - 4 of categories 1A-3C)
4. Audio/Visual Sales Presentation
COLLATERAL MATERIAL
Stationery Package
5. Flat Printed or Multiple Process
Annual Report
6A. Less than four-color
6B. Four-color
Brochure (See definition for clarification)
7A. Less than four-color
7B. Four-color
7C. Campaign
Publication Design (Magazine or Book)
8A. Cover
8B. Editorial Spread or Feature (One editorial spread or feature per entry)
8C. Series (Covers or spreads or features)
8D. Magazine Design (Entire Magazine)
8E. Book Design (Entire Book)
Poster
9A. Single
9B. Campaign
Special Event Material
10A. Card
10B. Invitation
10C. Announcement
10D. Campaign
DIRECT MARKETING
Proof of mailing must accompany the entry. Self-mailer, indicia, envelope, etc. Must be included as proof of usage.
Single (Either B2B or Consumer)
11A. Flat
11B. 3-D
Campaign
12A. Flat
12B. 3-D/Mixed
Specialty Advertising
13A. Apparel
13B. Other Merchandise
OUT-OF-HOME
Outdoor Board
14A. Flat
14B. Extension/Dimensional
14C. Digital or Animated
14D. Super-Sized15. Vehicle Graphic Advertising
Mass Transit/Public Transit/Airlines
16A. Interior (Inside a mass transit vehicle)
16B. Exterior (Outside/on a mass transit vehicle)
Site
17A. Interior Animated (with motion)
17B. Interior Still or Static
17C. Exterior Animated (with motion)
17D. Exterior Still or Static
Campaign
18. Out-of-Home Campaign
Out-of-Home Self-Promotion
19A. Single
19B. Campaign
NON-TRADITIONAL ADVERTISING
(See definition for clarification and submission requirements)
20A. Single
20B. Campaign
CONSUMER OR TRADE PUBLICATION
Fractional Page
21A. Less than four-color
21B. Four-color
Full Page
22A. Less than four-color
22B. Four-color
Spread, Multiple Page or Insert
23A. Less than four-color
23B. Four-color
Campaign
24A. Less than four-color
24B. Four-color
Magazine Self-Promotion
25A. Single
25B. Campaign
NEWSPAPER
Fractional Page
26A. Black and White
26B. Color (any color besides black)
Full Page
27A. Black and White
27B. Color (any color besides black)
Spread or Multiple Page
28A. Black and White
28B. Color (any color besides black)
Newspaper Specialty Advertising
29A. Single Insert (of any type)
29B. Poly Bag/Wrapper
Campaign
30A. Black and White
30B. Color (any color besides black)
Newspaper Self-Promotion
31A. Single
31B. Insert
31C. Campaign
INTERACTIVE MEDIA
(See extended definitions for each category. Includes Social Media Websites.)
Websites, B-to-B Flash
32A. Products
32B. Outlets
32C. Services
Websites, B-to-B HTML/Other
33A. Products
33B. Outlets
33C. Services
Websites, Consumer Flash
34A. Products
34B. Outlets
34C. Services
Websites, Consumer HTML/Other
35A. Products
35B. Outlets
35C. Services
Online
36A. Banners/Pop-Ups/Screensavers
36B. Email/E-Cards
36C. Micro or Mini Site
36D. Online Games
36E. Online Newsletter
36F. Podcasts
36G. Mobile Marketing (Text Messaging)
36H. Internet Commercials (Run on the Internet)
36I. Webisodes
37. Web/Online Campaign (2 - 4 of the above)
Interactive Multimedia (CD/DVD)
38A. B-to-B
38B. Consumer
38C. Interactive Multimedia Campaign
RADIO
Local (one metro)
39A. :30
39B. :60 or more
40. Local Campaign
Regional/National
41A. :30
41B. :60 or more
42. Regional/National Campaign
Radio Self-Promotion
43A. Single
43B. Campaign
TELEVISION (TV)
Local (one DMA)
44A. :15 or less
44B. :30
44C. :60 or more
45. Campaign
TV Self-Promotion
46A. Single
46B. Campaign
Regional/National TV, Single Spots
(See extended definitions for each category)
47A. Consumer Products
47B. Consumer Outlets
47C. Consumer Services
Regional/National TV Campaign
(See extended definitions for each category)
48A. Consumer Products
48B. Consumer Outlets
48C. Consumer Services
49. Infomercials
Cinema Advertising
50A. Movie Trailers
50B. In-Theatre Commercials or Slides
MIXED MEDIA
(Cross Platform) Campaign
(These categories also include integrated branding campaigns.)
51. B-to-B, Local
52. B-to-B, Regional/National
53. Consumer, Local
54. Consumer, Regional/National
ADVERTISING FOR THE ARTS & SCIENCES
Collateral
55A. Stationery Package
55B. Annual Report
55C. Brochure/Sales Kit
55D. POP or POS Materials (Other than Poster)
55E. Poster
55F. Newsletter
55G. Cards, Invitations or Announcements
(Special Event Material)
Print
56A. Magazine
56B. Newspaper
Broadcast/Electronic
57A. TV
57B. Radio
57C. Audio/Visual
57D. Interactive
58. Out-of-Home
59. Non-Traditional (See definition for clarification)
60. Direct Marketing, Specialty Items
Campaign
61A. Single Medium Campaign (for categories 55-60)
61B. Mixed/Multiple Media Campaign (for categories 55-60)
PUBLIC SERVICE
Collateral
62A. Stationery Package
62B. Annual Report
62C. Brochure/Sales Kit
62D. POP or POPS Material (Other than Posters)
62E. Poster
62F. Newsletter
62G. Cards, Invitations or Announcements
Print
63A. Magazine
63B. Newspaper
Broadcast/Electronic
64A. TV
64B. Radio
64C. Audio/Visual
64D. Interactive
65. Out-of-Home
66 Non-Traditional (See definition for clarification)
67 Direct Marketing, Specialty Items
Campaign
68A Single Medium Campaign (for categories 62-67)
68B Mixed/Multiple Media Campaign (for categories 62-67)
ADVERTISING INDUSTRY SELF-PROMOTION
Creative Services and Industry Suppliers (Agency, Design Studio, Freelancer, Graphic Designer, Interactive Developer, Paper Companies, Printers, Advertising Specialty Companies, Color Separation Houses, Photographers, Video/Film and Audio Production Houses, etc.)
69A Collateral (brochures, posters, etc.)
69B Stationery Package
69C Print
69D Newsletter
69E Broadcast (Demo Reels go in this category)
69F Interactive
69G Out-of-Home
69H Non-Traditional (See definition for clarification)
69I. Direct Marketing/Specialty Items
69J Cards, Invitations or Announcements
(Special Event Material)
70. Ad Club or Marketing Club
71A Single Medium Campaign (for categories 69-70)
71B Mixed/Multiple Media Campaign (for categories 69-70)
ELEMENTS OF ADVERTISING
72. Logo
Illustration
73A Single
73B Illustration Campaign
Photography
74A Black and White
74B Color
74C Digitally Enhanced
74D Photo Campaign
75A Animation or Special Effects (Video, Film)
75B Animation or Special Effects (Internet)
Sound
76A Music Only
76B Music with Lyrics
76C Sound Design
77. Cinematography
SPECULATIVE (SPEC) WORK CATEGORIES
“THE FREE PITCH”
The following categories are designed for the local El Paso competition only and are not recognized in the ADDY® Awards competition. While the El Paso ADDY competition will award excellence in these categories with appropriate ADDY® Awards, first place ADDY® winners cannot be forwarded to District or National level competitions. The rules and judging guidelines are the same as AAF categories. “Spec work” is defined as creative work that was presented to the clients but was not used as part of an advertising effort.
ENTRY FEE: $20
101. Print
102. Radio
103. Television
104. Interactive
105. Campaign
Student ADDYs – The Future of Advertising
All work submitted in the Student ADDY Competition is subject to the same rules and guidelines and submission requirements as the professional ADDY Competition. Please read the Entry Submission and Entry Identification requirements carefully.
Please note: Comps, original photographs, illustrations, etc. all become the property of the AAF and will not be returned.
Work created for NSAC competitions will be eligible for entry into the Student ADDYs in the year following their presentation.
Eligibility requirements
• Applicants must be enrolled full or part-time in an accredited U.S. educational institution
• Work may be developed specifically for this competition or submitted from previous projects or competitions. Work developed for paying clients will not be accepted with the exception of work created by clubs as fundraisers or work created for student publications.
• Work must be created while entrant is a student not employed in the advertising industry. Student intern work is eligible.
SALES PROMOTION
1A Packaging
1B Point of Purchase
COLLATERAL MATERIAL
2A Stationery Package
2B Brochure, Annual Report
2C Poster
3. DIRECT MARKETING
4. OUT-OF-HOME
5. NON-TRADITIONAL ADVERTISING
CONSUMER OR TRADE PUBLICATION
6A Single
6B Campaign (2 - 4 ads)
NEWSPAPER
7A Ad
7B Insert
7C NP Ad or Insert Campaign (2 - 4 ads)
INTERACTIVE MEDIA
8A Website
8B Interactive CD/DVD
8C Online Advertising (Pop-Up/Banner/Email/Other)
EDITORIAL DESIGN
Any two-page spread. One editorial spread or feature per entry. Not intended for submission of entire book or magazine.
9A Cover
9B Editorial Spread or Feature (One editorial spread or feature per entry)
9C Series (Covers or spreads or features)
10. RADIO
11. TELEVISION
12. CAMPAIGNS (Mixed Media)
ELEMENTS OF ADVERTISING
13A Logo
14A Illustration
14B Digitally Enhanced Illustration
15A Photography
15B Digitally Enhanced Photography
16. Animation