Judging Criteria

The criteria for each category, is specific to that category. This information is shared with Agencies to enable them to screen their entries in accordance with the evaluation criteria. Agencies are encouraged to discuss with the Blue Print committee to seek any clarifications with regard to their submissions.

THE CHILLIES METAL BAROMETER:

Gold Award – Astounding; it never occurred to me
Silver Award – Enviable; wish I’d done that!
Bronze Award – Outstanding

ADVERTISING

Print
An original idea or concept that is well executed to the last detail. The Copy and Art Direction should uplift the idea and enhance its image and tone. The crafting of every element will be evaluated. The overall impact and the relevance of the communications to the audience will also be important.

Radio
The finer details like voice, music, sound effects etc. that help to perfect the craft of the spot should be the best in the category and contribute to the overall impact of the spot.

Television
It must be an original idea that exploits this medium. An engaging script executed with excellent production values that includes art direction, music, editing, animation, etc. The crafting of each of these elements will be reviewed. The commercial should create an impact on the screen every time it's seen..

NON TRADITIONAL MEDIA

Activation
The activation should be built around a strong creative idea that brings the brand to life, while the impact, memorability and drama of the communication will also be assessed.

Ambient Outdoor
An original idea, which adds excitement to the brand via an unusual and unexpected communication vehicle. The execution should have visual impact and be very memorable..

Ambient at POS (Indoor)
An original idea, which adds excitement to the brand at its point of sale by the deployment of an unusual and unexpected piece of communication. The execution must have impact.

Brand/Corporate Design
Excellence in Art Direction, freshness of the execution and the craft of the design will be assessed. Relevance to the brand and the offering will also be taken into consideration.

Collateral Material Design
Excellence in Art Direction, innovativeness, impact and brand relevance are the criteria that will be reviewed. The material will also be evaluated in terms of its design elements and how well linked it is to the brand and the core idea.

Consumer Promotion
The concept behind the promotion will be the primary area of evaluation. Innovativeness, impact and relevance to the brand and its objectives will also be assessed. Moreover, there should be a seamless transition of the idea into the communication materials.

Direct Marketing: Flat Mail
This material will be judged on its conceptual merit, originality and relevance to the target audience. The innovativeness and overall impact of the piece will also be assessed.

Direct Marketing: Dimensional Mail
This material will be assessed according to its conceptual merit, originality, memorability and relevance to the target audience. Its impact upon the receiver will also be taken into consideration.

Event Marketing
Should be built around an original idea, which is relevant to the brand and the communications task. The execution of the event and the details of it will also be assessed. Furthermore, the event should add value to the brand and have a strong impact on the relevant target audiences.

Interactive Media: Advertising
Should show evidence of the innovative use of paid media space, that has exploited the internet to its fullest potential. The idea, execution and crafting will be of primary importance, while the piece must also be fresh and persuasive.

Interactive Media: Advertising beyond the Banner
This concerns any form of branded rich media application that accesses information via the Net (e.g. downloadable games, desktop widgets), which exploits the vast potential of the medium and its scalability. The idea, execution and crafting should be very strong.

Interactive Media: Virals
This would be judged on the communication’s level of abruption and its viral quality; namely its ability to engage an audience and generate prompt sharing. Further, it should be a fresh, brave idea that’s utilized the medium to the fullest.

Interactive Media: Website
The website must have exploited the full potential of the medium. Innovation in structure and design, user-friendliness and the quality and quantity of the content would also need to be assessed. The overall concept, its relevance to the brand and the communications objectives are also important criteria.

Media Innovation
A media idea which has not been seen before, deploying the use of a particular medium in an innovative and surprising manner. The relevance, impact and suitability of the execution to the audience and the brand will also be assessed.

Outdoor Billboard Single
The main concentration of the judging will be on the concept and the communication message. Effective use of the medium, its execution and the overall crafting will also be assessed. In addition, the overall impact of the singular piece in an outdoor environment will be evaluated.

Outdoor Campaign
The communication concept and the effective extension of that concept into multiple outdoor executions will be the primary consideration. Effective use of the medium, its execution and the overall crafting of each piece will also be assessed.

Outdoor Innovation
The main criteria would be the innovation of the concept and whether the message has been effectively brought to life in the outdoor environment. The overall crafting and impact of the execution will also be assessed.

Packaging
The surface design of the packaging will be the primary consideration. The crafting and Art Direction which includes the typography, colour scheme and design will also be assessed, together with the overall impact of the packaging surface design.

Point of Sale: Poster Single
The impact of the poster, its craft and execution will be the primary focus. The standout value of the poster in its environment will also be evaluated.

Point of Sale: Single
The primary focus will be the concept. Innovation in this medium and the execution will be assessed. The impact it creates at the intended place will also be evaluated.

Point of Sale: Campaign
The primary focus will be the concept, its communication message and the effective extension of the idea into multiple pieces. Innovation in this medium and the execution will also be important. The total impact it creates at the intended point of purchase will be evaluated.

Sponsorship
The communications deployed to build the brand and its association with the sponsorship will be the basis for evaluation. The communications must be built around a singular theme and its elements should be not only original, but memorably executed.

Trade Promotion
This will be judged on innovativeness, brand relevance, and the impact the activity has had on the trade. The objectives of the program will also be assessed.

Transnational
A global or regional idea that has been skillfully localized, without losing the essence of the original idea. Its crafting, impact and the relevance to the communications task are important considerations. It could be in any form - even a POS piece.

CAMPAIGNS

An original idea that has been brought to life via a variety of contact points. Not just an original idea but also a big idea. Each of the elements of the campaign should be well crafted, both in terms of the deployment of the medium, but also with its content and contact strategy. The crafting of each piece will also be assessed. In short, the campaigns which were noticed and had impact during the year.