Top creative and media professionals all agree on how to judge a winner at a festival. Here’s a quick summary to ensure you are on the right track.
All entries are judged and only the best 20% should reach a finalist stage.
Judges are a bit more lenient when judging on their own in the initial stages, but upon reflection of all the work entered and the overall scores, they will become a great deal more critical. Even if you are a finalist remember only the top 5-10% of work is awarded globally at festivals.
Be sure you stand out. Every judge is human and you’ll benefit from a short, succinct and entertaining entry.
Visuals / Video is Key. Make sure the judges don’t have to look too hard for facts. They need to get the idea quickly. Visuals help do this in a compelling nature
Don’t enter the same case study video for each category. Be sure you sell the idea in your case study well, based on the category you are entering. A 3mins Integrated Campaign video won’t do as well for a digital campaign as a 3mins video just on the digital campaign. Make an effort to show why your work is “standout” in the category.
Integrated communications campaigns are not about multimedia case studies. When entering this category please show how all the media worked together to deliver a result across Bought, Owned and Earned Media.
Results count. Media Entries without results will not be considered for awards, no matter how brilliant the idea. Creative ideas with results are more compelling than those without.
Only great work is awarded, so the judges often agree not to award work, which is not worthy of an international festival award. Comments on categories not awarded will be shared after the festival as preparation for the following years entrants. This will be done via the Maxim website.
When developing a case study for an entry, be sure you accentuate the objectives of the Campaign (what problem are you trying to solve); the Key Consumer Insight (what do you know about consumers that will help you to solve this problem); The strategy you developed from the key insight; the idea/s your team developed based on the insight and strategy and finally, the results it delivered. Each entry is allocated 3mins - video / visual. Be sure you cover these critical points well in your 3mins.
The 3mins case study video is your sales tool. Be smart, funny, and emotive or include anything you think will add power to your entry.