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A Print - not including Poster

A 1 Print Single

A-1. Public Transport and Utilities

Buses, MTR, power, water etc

A-2. Beverages, Food, Snacks, Confectionery

Includes alcoholic and non-alcoholic drinks

A-3. Beauty & Personal Care

Skincare, cosmetics, shampoo, personal hygiene, condoms, health care products, etc.

A-4. Pharmaceutical Products

A-5. Electronics

Mobile phones, cameras, TV, office electronics, etc.

A-6. Automotive

Cars, motorbikes, bikes, trucks, etc.

A-7. Fashion & Apparel

Branded goods, luxury goods, jewelry, watches, ready-to-wear etc.

A-8. Household Products

White goods, furniture, cleaning products, pet food, stationery, etc.

A-9. Retailers and Real Estate

Stores, boutiques, shopping malls, retail chains, property etc.

A-10. Supermarket & Restaurants

A-11. Logistic & Transport

Related to shipping of goods, delivery services, freight forwarding, shipping lines, etc.

A-12. Financial and Other Corporate Services

Financial services: such as Banking, Credit Card products, Insurances etc.

A-13. Telecommunications & Media

Communication networks, publications, websites, advertising companies, media etc.

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A-14. Entertainment, Leisure & Travel

Hotels, tourism destinations, casinos, theme parks, airlines etc.

A-15. Corporate Image & Branding (Including Sponsorships & Events)

Non-product or service based advertising

A-16. Charity, Pro bono and Public service

A 2 Print Campaign (A-17.)

Campaign submitted should be composed of 2 or more different executions of the Print Single.

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B Outdoors

B 1 Poster Single

B-18. Public Transport and Utilities

Buses, MTR, power, water etc.

B-19. Beverages, Food, Snacks, Confectionery


B-20. Beauty & Personal Care


B-21. Pharmaceutical Products

B-22. Electronics


B-23. Automotive


B-24. Fashion & Apparel


B-25. Household Products


B-26. Retailers and Real Estate


B-27. Supermarket & Restaurants

B-28. Logistic & Transport


B-29. Financial and Other Corporate Services


B-30. Telecommunications & Media


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B-31. Entertainment, Leisure & Travel


B-32. Corporate Image & Branding (Including Sponsorships & Events)

Non-product or service based advertising

B-33. Charity, Pro bono and Public service

B 2 Poster Campaign (B-34.)

Campaign submitted should be composed of 2 or more different executions of the Poster Single.

B 3 Outdoors Campaign (Including MTR, bus shelter, bus body, billboards etc.)

B-35. Creative Use of Standard Outdoor Billboard Space

Non-traditional poster use of these space, including transit, bus shelter, bus body, and other

regular outdoor billboard sites, and digital screens.

B-36. Creative Use of Outdoor Ambient

Non-standard and free-form outdoor advertising that relevant to the ambience. Including but

not limited special build, vehicles, ground vision, VR booths, flying objects etc.

B-37. Creative Use of Field Marketing and Event

Including direct sales, door to door, outdoor sampling activities, life pop-up executions,

brand performance, street games, street art, events, exhibitions, trade shows, live concerts

etc

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C. Direct

The Direct Kam Fan celebrates response-driven and relationship-building creativity. Entries will

need to demonstrate the pursuit and application of customer relationships, direct targeting a

specific audience with a call to action which produces measurable and meaningful result.

C-38. Flat Mailing

One dimensional mailing without samples or pop-ups, including greeting cards, invitations

etc. Physical samples is needed for the jury to experience.

C-39. Dimensional Mailing

Multi-dimensional mailing with samples or pop-ups.

Physical samples is needed for the jury to experience.

C-40. Use of Ambient Media (small physical scale)

Non-mail and print collateral, including items in bars and restaurants etc and other

hand-held items that make use of the surrounding area and environment where there is an

encouragement of direct interaction and seek to gain measurable response.

C-41. Use of Ambient Media (large physical scale)

Best use of the surrounding area and environment where there is an encouragement of

direct interaction and seek to gain measurable response. Large scales includes supersize

sites, 3D & nonstandard shaped sites, AR, billboard, floor media, events, street teams, live

stunts etc.

C-42. Field Marketing

Direct sales, door to door, sampling activities, on ground promotion, shopper marketing

campaigns.

C-43. Use of Broadcast

Directs campaigns using cinema, tv or radio.

C -44. Use of Print and Standard Poster Space

C-45. Use of Digital Platforms

All kinds of social activity and direct campaign that using social networking sites, blogs,

video sharing sites, hosted services etc to create and to enhance relationship with

consumers/ community.

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C-46. Use of Mobile

Entries must feature targeted communication with a clear call-to-action or response

mechanism delivered through mobile/ portable devices and mobile technology such as

Bluetooth, location-based marketing etc.

C-47. Use of Social Platforms

All kinds of social activity and direct campaign that using social networking sites, blogs,

video sharing sites, hosted services etc to create and to enhance relationship with

consumers/ community.

C-48. Real-Time Activity

Target social activity that utilises social platforms ( not limited to online ) in order to respond

to world events, public affairs and other real-world, real time activity in an immediate and

meaningful way, which may prompt social sharing and elicits a measurable result.

C-49. Co-Creation & User Generated Content

Social activity designed to encourage a community/ fans to contribute with a brand initiative

through a clear call to action. Engagement maybe intend to drive long term value through

collaborative interaction.

C-50. Use of Technology

Use of technology that pushes the boundaries of digital innovation in a direct marketing

campaign including but not limited to digital installation, AR, VR, 3D printing and wearable

technology.

C-51. Use of Data

Entries should demonstrate how a direct campaign was enhanced or driven by data.

C-52. Best Integrated Direct Campaign

Entries must have used at least 3 different media where the results are quantifiable.

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D FILM

D 1 TVC Film Single

Entry of this category is for films broadcasted on TV. Media schedule & placements are needed

as support.

D-53. Public Transport and Utilities

Buses, MTR, power, water etc.

D-54. Beverages, Food, Snacks, Confectionery


D-55. Beauty & Personal Care


D-56. Pharmaceutical Products

D-57. Electronics


D-58. Automotive


D-59. Fashion & Apparel


D-60. Household Products


D-61. Retailers and Real Estate


D-62. Supermarket & Restaurants

D-63. Logistic & Transport


D-64. Financial and Other Corporate Services


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D-65. Telecommunications & Media


D-66. Entertainment, Leisure & Travel


D-67. Corporate Image & Branding (Including Sponsorships & Events)

Non-product or service based advertising)

D-68. Charity, Pro bono and Public service

D 2 TVC Film Campaign (D-69.)

Entry of this category is for films broadcasted on TV. Media schedule & placements are

needed as support. Campaign submitted should be composed of 2 or more different

executions of the TVC Film Single.

D 3 Other Screens / Non–TV Broadcast Film / Webisode Single (D-70.)

Entry of this category precludes entry into other categories or needs to be longer

execution and must be different version than TV. Films that ran on alternative screens but

NOT on TV i.e. online, in cinemas, lifts, taxis, in-store, transportation TV and outdoor TV.

D 4 Other Screens / Non–TV Broadcast Film / Webisode Campaign (D-71.)

Entry of this category precludes entry into other categories or needs to be longer

execution and must be different version than TV. Films that ran on alternative screens but

NOT on TV i.e. online, in cinemas, lifts, taxis, in-store, transportation TV and outdoor TV.

Campaign submitted should be composed of 2 or more different executions of the Other

Screens / Non –TV Broadcast Film / Webisode Single.

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D 5 Social and Interactive Video

A single video execution that has never been broadcasted on television or other non-online

channels such as elevators, buses or in-store TV screens. Any aired TV commercial is not

eligible to enter unless it is a different edited execution of the original broadcast version.

The films/videos can be uploaded to any website (corporate site, mini-site or mobile site &

etc.), online portal (e.g.TVB.com or NextMedia ActionNews & etc) or Social Media channel

(e.g. Youtube, Vimeo, Facebook page & etc). Single only.

D-72. Social Video

Online videos specifically created for the internet or online social platforms that are intended

for widespread sharing. Entries will be evaluated on their creative excellence, execution,

levels of engagement, social reach and the creative use of social networks and activities to

its non-paid media related viral success.

D-73. Interactive Video

Online, interactive videos that have at least one of the following levels of interactivity:

conversational, customizable, narrative, and explorative. Entries will be evaluated on their

creative excellence, concept and execution.

D-74. Video Execution on Non-Social Digital Devices

Video and computer generated content created for immersion and/or interaction. Entries

can include either 360-degree live action photography or exportable digital simulations.

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E. Radio & Audio

E-75. Radio Commercial Single

E-76. Radio Commercial Campaign

Entry must have at least 2 radio commercial creative works.

E-77. Best Use of Audio Platforms

Including radio, podcasts, music app and music video sharing sites, etc.

E-78. Best Use of Audio Technology

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F. Cyber - Digital & Interactive & Mobile

F-1 Web Campaign (F-79.)

Online-only campaigns that consist of at least 2 web executions i.e. 1 website, 1 online

video, 1 social post, etc. (If you would like to submit a single website/microsite, please see B.

Web Platforms)

F-2 Web Platform

Single executions, including microsites.

F-80A. Website

Long-term site destinations for a brand, product or service (i.e. AudiUSA.com, CNN.com,

etc.).

F-80B. Microsite

Creative short-term campaign sites made specifically to support a branded campaign.

F-80C. Web Service / Apps

Client-server software applications and services provided to a target audience to improve

their experience and engagement with a brand.

F-3 Online Ad

Single executions of paid online desktop display advertising.

F-81A. Web Banner

Single desktop banner executions only.

A campaign of banners should be submitted under A. Web Campaign.

F-81B. Innovative Online Ad Solution

New/innovative technology or solution for online ads.

F-81C. Native Advertising

Strategic placement of brand content designed to match the format of a third party’s own

digital platform. Entries will be assessed on their consumer relevance and ‘native’

presence (e.g. online advertorials, sponsored content, in-feed ads, product placement,

branded content, native video).

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F-4 Social

Work with social thinking at its core, where levels of engagement, social reach and the

creative use of social networks result in a successful commercial effect. Creative solutions

that utilise social components / activity as a secondary element should not be entered. The

same entry can be submitted up to 3 times in this section.

F-82A. Social Business

Creative social activity that utilises the power of an online community to impact business

objectives and/or to enhance relationships with a brand, community or consumers. This

may include content, operations, intelligence, resourcing, sales, product development

and other aspects of the value chain.

F-82B. Social Purpose

Social initiatives designed to engage consumers through authentic, meaningful

experiences with clear proof of impact. Entries should harness the core values and

culture of the brand, product or service through focus on a wider social purpose. These

can also include, but is not limited to, not-for-profit social responsibility initiatives.

F-82C. Response / Real-time Activity

Targeted and non-targeted social activity that utilises social platforms in order to respond

to world events, public affairs and other real-world, real-time activity in a meaningful,

often creative way, which may prompt social sharing. Also includes 1:1 or large scale

conversational insight and responsive social listening.

F-82D. Co-Creation & User Generated Content

Social based activity designed to engage with a community/fans and encourage them to

contribute or collaborate with a brand initiative. Engagement may be intended to drive

long term value through collaborative interaction. Further creative use and placement of

content generated will also be considered.

F-82E. Influencer / Talent

Social initiatives or executions that utilise a celebrity, social ambassador, or social

influencer in order to engage with a specialised audience.

F-82F. Innovative Use of Social or Community

Creative utilisation or interpretation of existing or emerging social platform(s) and/or

social activity. Levels of engagement, social reach and the creative strategy will all be

considered.

F-82G. Content Placement

Content and editorial strategy and placement using social channels. The strategic

arrangement and curation of appropriate content that may either drive or enhance a wider

social campaign.

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F-82H. Community Building / Management

Social activity that is designed to engage, build or maintain an online social community

that may result in an enhanced brand affinity. Community activity (passive fans versus

active fans), engagement levels and the appropriateness of targeted

conversation/communication directed at active/non-non active users will all be

considered.

F-82I. Use of Social Data & Insight

The creative interpretation of social data in order to target, engage or develop a

meaningful relationship with a specific audience or community. Insights gained through

the strategic application of data/analytics and associated targeting methods will all be

considered.

F-82J. Apps / Tools

Digital application or tool specifically designed for a social platform.

F-82K. Social Currency & Commerce

Social, often platform based initiatives that allow or encourage users/communities to

participate in social activity that may result in a direct sale. Entries may rely on social

currency or bartering alternatives (data, social currency, services, etc.) that do not rely on

a monetary exchange or payment.

F-5 Branded Games

Games specifically created for a brand (games that have not been specifically made for a

brand will not be accepted.)

F-83A. Web

Games specifically created to be used on online platforms used on desktop PC/MAC.

F-83B. Social

Games created for online social platforms, or creative use of social platforms.

F-83C. Live Digital

Outdoor/offline digital games.

F-83D. Other Rich Media Games

Innovative/non-traditional/other digital games, including branded console games.

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F-6 Branded Tech

Branded technology or digital solutions that have been utilised or harnessed in order to

enhance a brand.

F-84A. Tangible Tech

Digital product (large or small scale), utilities and tools that create brand value between

the product and consumer and enhance the users’ lifestyle or behaviour (e.g. robotics,

virtual reality, biotech, wearable tech, etc.)

F-84B. Spatial Tech

Digital demonstration in an outdoor/offline space e.g. installations, exhibitions, interactive

screens, etc.

F-84C. Digital Billboard

Outdoor/offline digital advertising.

F-7 Mobile

F-85A. Technology

The creative application of mobile technology to enrich a brand, product or service.

F-85B. Websites

Mobile / tablet / phablet specific websites or unique layout based on responsive design,

fully fluid or with mobile specific breakpoint. Please highlight what, if any, mobile specific

interface paradigms and metaphors are introduced to make it uniquely mobile.

F-85C. Apps

Any application (native, hybrid, web based or pre-installed) for a mobile device

(smartphones, tablets etc.) or Smart TV that can be accessed via the web or downloaded

from app stores and other mobile software distribution platforms.

F-85D. Rich Media

Mobile banners, interstitials and other rich media designed for and played on a mobile

phone, smartphone, tablet or any other mobile device. Please show how the ad was

originally displayed on the mobile device.

F-85E. Games

Brand related games designed for and played on a mobile phone, smart phone, tablet,

Smart TV or any other mobile device.

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F-8 Best Cyber Campaign (F-86.)

A campaign that demonstrates the best use of multiple digital, social media or mobile channels

and can be proven how its target audience are engaged throughout these touch points in the

cyber space. All entries are expected to have straddled at least three different digital, social

media or mobile channels in order to demonstrate their creativity are encompassed these

channels seamlessly. Offline campaign that only uses digital, social, or mobile media as a

secondary channel should not enter this category.

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G. Design & Crafts

Design & Crafts Kam Fan celebrates craftsmanship. Entries will need to demonstrate

how design has been used to define a brand or communicate its key messages; its

extremely important that real, actual physical pieces of entries are sent in for the jury to

experience properly.

G 1 Design

G-87. Brand and Corporate Identity

Creation of items that can build a new identity or rebranding of an existing brand, such as

logo, stationary with logo, etc.

G-88. Offline Publications & Brand Collateral

Including but not limited to magazines, newspapers, brochures, articles, press kits, annual

reports, books, calendars etc.

G-89. Promotional Item Design

Including but not limited to clothing, promotional gifts, invitation cards, tickets, brand

merchandise etc.

G-90. Point of Sales

Instore merchandising and catalogues, on shelf, product display, and shopping bag design

etc.

G-91. Brand Environments and Space Design

Retail environment, transportation spaces, pop-up stores, showrooms, public space

exhibitions etc.

G-92. Self Promotion

Any type of media format designed by agencies to promote themselves.

G-93. Advertising Posters Design

Focus will be on the design of the poster for the use of sales promotion and brand

communication.

G-94. Event Posters Design

Focus will be on the design of posters for the use of announcement and publicizing of film

festivals, concerts, events and programmes.

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G-95. Digital and Interactive Design

Including but not limited to websites, microsites, online publications, digital installations,

apps, data visualization etc.

G-96. Sound Design

The use of sound or music to enhance the user or audiences’ experience. Entries in this

categories may include but not limited to websites, apps, video, games, installation etc.

G-97. Packaging Design

Packaging used to promote, sell and display. Please supply a sample of the actual

packaging piece or range.

G-98. Consumer Product Design

Focus will be placed on its visual impact as well as the use and experience of the brands

values through design. Form, function, problem solving, innovation, production and

research are the elements to be considered.

G-99. Environment & Social Impact

It's about making people's lives better through design or the design process. Area of

consideration for the jury will includes but not limited to health and medical, educational,

environmental, energy saving, disaster relief. The entries will be judged by the scale and

audience reach of the client involved.

G 2 Print Crafts

G-100. Typography

Best use of type as aid to communicate the brand or its intended message.

G-101. Illustration

Best use of illustration as an aid to communicate the brand or its intended message.

G-102. Photography

G-103. Computer Generated Imagery, Retouch & Image Manipulation

G-104. Art Direction

G 3 Film Crafts

G-105. Cinematography

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G-106. Editing

G-107. Directing

G-108. Production Design

How the execution of a cohesive overall aesthetic via production design, including set

design, location builds, prop design, costume, styling etc. enhanced a story and made the

idea stronger.

G-109. Use of Original Music

How the original composition of music enhanced the story and make the execution and idea

stronger.

G-110. Use of Music Track

How the use and rearrange of the old music track enhanced the story and make the idea

stronger.

G-111. Special Effects & Animation

How the use of special effects and animation enhanced a story and make the idea stronger.

G 4 Copy Crafts

G-112. Best English Slogan

English writing line for brands / tone of voice created to enhance the brand message or

campaign.

G-113. Best Chinese Slogan

Chinese writing line for brands / tone of voice created to enhance the brand message or

campaign.

G-114. Best Film Script (English )

Including but no limited to voice over, super, lyrics and story flow.

G-115. Best Film Script (Chinese )

Including but no limited to voice over, super, lyrics and story flow.

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H. Media

The Media Kam Fan celebrates the context of the creativity. Entries need to demonstrate an

inspiring and innovative implementation of ideas; to enhance and amplify through an effective

game changing channel strategy.

The decision of the juries on Media Kam Fan winner will be based on 4 criteria and weighted as

followed:

Channel Strategy ( 20 % )

Creative idea and insight ( 30% )

Execution of implementation ( 25 % )

Result ( 25 % )

H-116. Best Use of Print

Including, but limited to, newspapers, magazines, insets and trial journals.

H-117. Best Use of Screens

Including TV, cinema, inflight screening, showrooms, touch screens etc.

H-118. Best Use of Audio

Including radio, podcasts, music app and other audio technology.

H-119. Best Use of Outdoor

Traditional billboard of poster sites, bus shelters and transit advertising using standard

advertising space.

H-120. Best Use of Ambient

Effective use of the interior environment ; including items in bars, restaurant and convenient

stores, etc and effective use of exterior space; including 3D & nonstandard shaped sites,

floor media, signage, buildings, street furniture and other executions on an existing

permanent feature.

H-121. Best of Digital

Including website, microsites, search engine, online banners, messaging and email

marketing.

H-122. Best Use of Social Media

Including effective use of social networks, virals, blogs, consumer generated content and

other editorial influence.

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H-123. Best Use of Mobile Devices

Mobile technology including smartphones, tablets, Bluetooth, GPS, QR codes, mobile

games, augmented reality, and other mobile applications.

H-124. Best Use of Technology

The use of new technology that creates innovation to execute or support a campaign,

including AR, VR, robotics, electronics, wearable and interactive technology.

H-125. Best Use of Events

Including live shows, festivals, concerts, event sponsorship etc.

H-126. Best Use of Stunts

Including guerrilla marketing, one off experiential, large and small scales stunts etc.

H-127. Best Use of Data Driven Insight

Entries in this category should demonstrate how data and analytics were used to uncover or

generate insights that contributes to the effectiveness of the campaign.

H-128. Best Use of Real Time Data

Entries should demonstrate how data, created or used in real-time, provided content or

enabled an on-going consumer relationship.

H-129. Best Use of Data on Targeting

Entries should demonstrate how the creative use or interpretation of data delivered effective

targeting, and how data contributed either to programmatic targeting, or provide a key

insight that helped define the target and channel.

Work in following two categories will be judged on how successfully the content (TV

sponsorship, video, digital content etc.) was used to engage with the consumers and deliver

measurable results; and the role of media in creating, leveraging and amplifying the content.

H-130. Best use of Brand or Product Integration into a Programme or Platform

Including film, video, mini-series, web series, music video etc.

H-131. Use of Co-creation and Use Generated Content

Use of content generated by engagement with an audience who have contributed to or

collaborated with a brand initiative. Content must have been used as part of the overall

branded platform.

H-132. Best use of Small Budget ( Up to HK$0.2M Media Spending )

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H-133. Best Integrated Media Campaign

Entries must show that multiple types of media were used in the campaign. Entrant will be

judged on how successfully they have integrated the chosen media throughout the

campaign, with emphasis placed on how well the different types complement and build on

each other.

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I. Promo & Activation

The definition of promo & activation is designed to create effective activation and/or to promote

sales and awareness of a brand and product.

Entrants are required to give detail results to demonstrate campaign effectiveness.

I-134. Use of Ambient (Small Physical Scale)

Including items in the bar, restaurant, convenient store, supermarket etc.

I-135. Use of Ambient (Large Physical Scale)

Non-traditional outdoor including 3D and non-standard shaped sites, outdoor or transit

installation, digital billboard, window clings, building wrapping, helicopter banners, and

executions that utilize a space or an existing permanent features.

I-136. Use of Broadcast

Cinema, TV and radio

I-137. Use of Print

Newspaper, magazines, inserts and trade journals.

I-138. Use of Standard Outdoor Space

Traditional billboard or posters, sites, bus shelters and transmit advertising space.

I-139. Use of In-Store Customer Experience

Including indoor temporary installations and displays, special promotions, incentives,

product demonstrations, posters, banners etc.

I-140. Use of Field Marketing & Event

Including direct sales, door to door, outdoor sampling activities, life pop-up executions,

street stunts, street art, events, exhibitions, trade shows, live concerts etc.

I-141. Use of Digital Platform

Including websites, microsites, search engines, banners ads, AR, VR, screensaver, email

marketing etc.

I-142. Use of Mobile Marketing and Technology

Including uses of smartphones, tablets, QR code, Wifi, Bluetooth, GPS, messaging, mobile

games and other mobile devices

I-143. Use of Social Networks

Including social networking sites, blogs, video sharing sites, hosted services etc.

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I-144. Use of Data

Entrants should demonstrate how a promotion or an activation campaign was enhanced or

driven by data.

I-145. Use of Product and Package Design

Entrants should demonstrate how a promotion or activation campaign was enhanced, or

driven by a product or packaging design.

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J. Integrated

To be jointly submitted by Creative & Media Agencies, if both parties involved.

J-146. Best Integrated Campaign

(Entries should demonstrate diversified marketing activities that are integrated with at least

three different forms of advertising e.g. radio, TV, print, poster, outdoor, direct, digital, mobile,

DM, collateral etc. Entries will be evaluated on creative idea, design, response

mechanism, execution and use of media)

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Kam Fan Awards

No Kam Fan Awards will be given to Client Award

Print Kam Fan

(No entries required. Gold award winners from category A are eligible)

Outdoors Kam Fan

(No entries required. Gold award winners from category B are eligible)

Direct Kam Fan

(No entries required. Gold award winners from category C are eligible)

Film Kam Fan

(No entries required. Gold award winners from category D are eligible)

Radio & Audio Kam Fan

(No entries required. Gold award winners from category E are eligible)

Cyber Kam Fan

(No entries required. Gold award winners from category F are eligible).

Design & Crafts Kam Fan

(No entries required. Gold award winners from category G are eligible).

Media Kam Fan

(No entries required. Gold award winners from category H are eligible).

Promo & Activation Kam Fan

(No entries required. Gold award winners from categories I are eligible)

Integrated Kam Fan

(No entries required. Gold award winners from categories J are eligible)

Grand Kam Fan

(No entries required. All Kam Fan Awards winners are eligible)

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Special Awards

1. Client Award

Awarded to the Boldest Client on use of Creativity or Media

(This Award is a distinguished honor given to the Best Advertiser of the year

recognized by the panel of Judges on the boldest use of Creativity or Media.

This award is given at the judges’ discretion and all work will be considered.

No entries required.)

2. Students’ Award

3. Agency of the Year

4. International Award

2011 kam fan categories to consolidate & streamline with...

Documents