TOP TIPS FROM THE JUDGES
Below, our judges offer their exclusive insights into what truly makes a winning submission.
Adrian Ma
Founder & Partner, Fanclub
'Don't just let your film do the heavy-lifting, tell us a story about what you hoped to achieve, and how you achieved it. And explain clearly what differentiates your entry from others.'
Claire Prince
Head of Branded Entertainment, WPP Media
'Who is this content for? And would they watch it? A simple question but often stakeholder voices get in the way - if you can stay true to your viewers appetite throughout then you are golden!'
Abigail Howson
Head of Strategy, 50 Sport
'Highlight the goals you set out to achieve and how your film delivered against them. Results matter.'
Daniel Warren
Deputy Head of Creative, People's Postcode Lottery
'Submit a project you truly believe in.'
Samantha Gunn
Creative Director, Plastic Pictures
'Keep entry info short and sharp - Challenge, Idea, Result.'
Casey Bird
Creative Director & Founder, Studio Ru (AI creative studio)
'As someone who's worked abroad and with many different creatives from all around the world. A smart insight or cultural nugget can create the most impactful piece of work.'
Dan Ruttley
Executive Producer, Feed Films
'It's all about the film. But make your written piece short and to the point, with context around results too. Paid ads tend to not carry as much weight in the judging process.'
Khalid Latif
Global Executive Creative Director, VML
'For international entrants, provide crucial cultural context for local nuances, ensuring universal accessibility. Highlight how the film taps into universal human truths, allowing its brilliance to resonate globally despite local roots and specific insights.'
Lornette Harley
Associate Director, MSL UK
'Your film already speaks for itself. Use your entry to tell us why it exists. The best submissions make us care about the problem, not just the production.'
Roopa Ramaiya
Head of EMEA PR, Procore
'Lean into your cultural perspective. Global audiences respond to emotion and truth, but the most memorable international entries often reflect a distinct voice or local insight that feels universal. Don't dilute your story for international appeal, show us how your culture, context, or community shaped the creativity.'
Gavin Leisfield
Head of Design, Samsung
'Tell us how this is specific to your market and audience - while great storytelling is universal, we might not always get the local nuances that help us understand who you're talking to and why.'
Giuseppe Schiavone
Creative Director, We Are Social
'Local insights are a great conceptual springboard, but stories that resonate are universal. Make sure to provide critical background‚ market challenges or cultural nuances to ensure the jury can appreciate your work and its local subtleties.'
Jon Ruby
SVP, Group Creative Director, MullenLowe
'Make sure the work is real. We can always tell when it's fake and we know what countries make fake ads.'
