Organized by - aaaa.com.hkaaaa.com.hk/main/wp-content/uploads/2016/07/2016-Kam-Fan-Awar… · Design of annual reports, marketing brochures, catalogues, press kits, books, calendars

1

2016 List of Categories (V5)

A Print

B Outdoors

C Design

D Film

E Radio & Audio

F Cyber

G Crafts

H Media

I Promo & Activation

J Integrated

P.2

P.4

P.7

P.8

P.11

P.12

P.17

P.18

P.21

P.23

Kam Fan Awards

Print Kam Fan

Outdoors Kam Fan

Film Kam Fan

Radio & Audio Kam Fan

Cyber Kam Fan

Media Kam Fan

Promo & Activation Kam Fan

Integrated Kam Fan

Grand Kam Fan

Special Awards

Client Award

Students’ Award

Agency of the Year

International Award

P.24

P.25

Organized by:

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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)


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 Single (Including MTR, bus shelter, bus body, billboards etc.)

B-35. Public Transport and Utilities


B-36. Beverages, Food, Snacks, Confectionery


B-37. Beauty & Personal Care


B-38. Pharmaceutical Products

B-39. Electronics


B-40. Automotive


B-41. Fashion & Apparel


B-42. Household products


B-43. Retailers and Real Estate


B-44. Supermarket & Restaurants

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B-45. Logistic & Transport


B-46. Financial and Other Corporate Services


B-47. Telecommunications & Media


B-48. Entertainment, Leisure & Travel


B-49. Corporate Image & Branding (Including Sponsorships & Events)


B-50. Charity, Pro bono and Public service

B 4 Outdoors Campaign (B-51.)

Including MTR, bus shelter, bus body, billboards etc. Campaign submitted should be

composed of 2 or more different executions of the Outdoor Single.

B 5 Ambient (B-52.)

Non-standard and free-form outdoor advertising that responds relevantly to the ambience.

Including special build, non-standard advertising using vehicles or in transit sites, digital

screens and non-formatted digital outdoor.

B 6 Field Marketing (B-53.)

Live advertising and events including stunt, demonstrations, branded performance,

consumer and audience participation interactive games and events

B 7 Point of Sale (B-54.)

All point of purchase advertising including stickers, flyers, signage, promotional giveaways

and multiple items on display in the environment.

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C. Design

All submitted entries must have been developed in accordance to a specific client brief and

executed in its final version. Original and final materials will be required, along with all standard

documents/proofs needed for verification. Single Only.

C1 Corporate Identity:

C-55A. New or redesign of logos

C-55B. Development and application of logos in stationery

C2 Posters, film exhibition, events, concerts, sponsorships (C-56.)

C3 Flyers, Tickets, Cards, invitations and other greetings (C-57.)

Greetings or invitations sent physically or electronically to a private person

C4 Offline Publications (C-58.)

Design of annual reports, marketing brochures, catalogues, press kits, books, calendars etc.

C5 Broadcast design and digital design (C-59.)

Channel branding, program branding, idents, website intros, etc

C6 Packaging design (C-60.)

C7 Brand Environments and space design: (C-61.)

Retail environment, seasonal displays, pop-up stores, showrooms, concept stores,

installation, public space, exhibition etc.

C8 Promotional Items (C-62.)

Clothing, promotional gifts and samples, guerrilla marketing accessories, promotional items

and brand merchandise

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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-63. Public Transport and Utilities


D-64. Beverages, Food, Snacks, Confectionery


D-65. Beauty & Personal Care


D-66. Pharmaceutical Products

D-67. Electronics


D-68. Automotive


D-69. Fashion & Apparel


D-70. Household products


D-71. Retailers and Real Estate


D-72. Supermarket & Restaurants

D-73. Logistic & Transport


D-74. Financial and Other Corporate Services


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D-75. Telecommunications & Media


D-76. Entertainment, Leisure & Travel


D-77. Corporate Image & Branding (Including Sponsorships & Events)

Non-product or service based advertising)

D-78. Charity, Pro bono and Public service

D 2 TVC Film Campaign (D-79.)

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-80.)

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-81.)

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-82. 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-83. 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.

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E. Radio & Audio

E-84. Radio Single

E-85. Radio Campaign

E-86. Other Use of Audio Single

E-87. Other Use of Audio Campaign

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F Cyber - Digital & Interactive & Mobile

F-1 Web Campaign (F-88.)

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-89A. Website

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

CNN.com, etc.).

F-89B. Microsite

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

campaign.

F-89C. 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-90A. Web Banner

Single desktop banner executions only.

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

F-90B. Innovative Online Ad Solution

New/innovative technology or solution for online ads.

F-90C. 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-91A. 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-91B. 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-91C. 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-91D. 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-91E. Influencer / Talent

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

influencer in order to engage with a specialised audience.

F-91F. 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.

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F-91G. 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.

F-91H. 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-91I. 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-91J. Apps / Tools

Digital application or tool specifically designed for a social platform.

F-91K. 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-92A. Web

Games specifically created to be used on online platforms used on desktop

PC/MAC.

F-92B. Social

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

F-92C. Live Digital

Outdoor/offline digital games.

F-92D. 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-93A. 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-93B. Spatial Tech

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

interactive screens, etc.

F-93C. Digital Billboard

Outdoor/offline digital advertising.

F-7 Mobile

F-94A. Technology

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

F-94B. 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-94C. 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-94D. 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-94E. 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-95.)

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. Crafts

Craft excellence in respective areas that brings alive the idea to its best. Crafts will not be

included in the tally, and not eligible to compete for Grand Kam Fan. Craft entries must be no

more than 5 items. Single only.

G 1 Print / Outdoor Crafts

G-96. Chinese Copy

G-97. English Copy

G-98. Art Direction

G-99. Illustration

G-100. Typography

G-101. Photography

G 2 Film / Radio & Audio Crafts

G-102. Chinese Copy

G-103. English Copy

G-104. Art Direction

G-105. Direction

G-106. Editing

G-107. Cinematography

G-108. Use of Original Music

The impact & success of original music compositions, created specifically for

film advertisements.

G-109. Sound Effect / Sound Design

The creative use of sound within film advertising. Technical excellence in

recording, mixing and the synthesis of samples & sound effects along with the

cohesion of the edit and its impact on the overall piece.

G-110. Animation / Special Effect

G 3 Digital / Cyber / Mobile Crafts

G-111. Interface & navigation (The interactive journey with a digital product or service.)

G-112. Animation/ motion Graphics, illustration and Graphic design, use/Curation of image(s).

(Creative application of photography, artwork, illustration, graphic, or other images.)

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H. Media

H 1 Media Single

H-113. Best use of Print

H-114. Best use of Screens

Including TV, cinema, in-flight, and outdoor screens etc.

H-115. Best use of Outdoor

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

advertising space

H-116. Best use of Digital Platforms

Including websites, microsites, banner ads, instant messaging, email marketing, digital

POS, new technology, games, virtual worlds, downloadable applications including

screensavers, widgets etc. Any campaign using social media as the primary channel

should be entered in category H-109 Best use of Social Media

H-117. Best use of Mobile Devices

Mobile technology including smartphones, tablet computers, Bluetooth, SMS, MMS, WAP,

and mobile applications etc.

H-118. Best use of Social Media

Including viral advertising, blogs, social networking sites and applications, consumer

generated content

H-119. Best Digital Performance Base Marketing Strategy

Effectively maximizing search engine dynamics, expanding audience reach through

innovative platform targeting, includes search engine optimization and/or paid search

H-120. Best use of special events and stunt/live advertising

Including guerilla marketing, live events, shows, concerts & festivals, experiential events,

large and small scale stunts etc.

H-121. Best use of Branded Content & sponsorship

Including promotion of a brand’s value and position by going beyond traditional

advertising channels, and utilizing the generation of content. E.g. Seamless integration of

a product in a television program, or advertiser funded programming

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H-122. Best use of Ambient

Effective use of the environment, which includes execution in bars & restaurants, such as

glasses, beer mats & ashtrays, petrol pumps, flyers, stickers, signage, tickets barriers, floor

media and other adaptations of exterior locations, signage, buildings or street furniture etc.

H-123. Best use of Audio

Radio, podcast and other audio technology

H 2 Media Campaign

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

H-124. Best use of Print

H-125. Best use of Screens (Including TV, cinema, in-flight, and outdoor screens etc.)

H-126. Best use of Outdoor

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

advertising space

H-127. Best use of Digital Platforms

Including websites, microsites, banner ads, instant messaging, email marketing, digital

POS, new technology, games, virtual worlds, downloadable applications including

screensavers, widgets etc. Any campaign using social media as the primary channel

should be entered in category H-116

H-128. Best use of Mobile Devices

Mobile technology including smartphones, tablet computers, Bluetooth, SMS, MMS, WAP,

and mobile applications etc.

H-129. Best use of Social Media

Including viral advertising, blogs, social networking sites and applications, consumer

generated content

H-130. Best Digital Performance Base Marketing Strategy

Maximizing search engine dynamics, expanding audience reach through innovative

platform targeting, includes search engine optimization and/or paid search

H-131. Best use of Special events and Stunt/live advertising

Including guerilla marketing, live events, shows, concerts & festivals, experiential events,

large and small scale stunts etc.

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H-132. Best use of Branded Content & Sponsorship

Including promotion of a brand’s value and position by going beyond traditional

advertising channels, and utilizing the generation of content. E.g. Seamless integration of

a product in a television program, or advertiser funded programming

H-133. Best use of Ambient

Effective use of the environment, which includes execution in bars & restaurants, such as

glasses, beer mats & ashtrays, petrol pumps, flyers, stickers, signage, tickets barriers,

floor media and other adaptations of exterior locations, signage, buildings or street

furniture etc.

H-134. Best use of Audio

Radio, podcast and other audio technology

H-135. Best Small Budget Campaign (up to HK $0.5 M)

H-136. Best Integrated Media Campaign

Entries in this category MUST show that multiple types of media were used in the

campaign (e.g. Screens, Audio, and Outdoor). Entrants 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.

H-137. Best use of Insights

Best use of data and analytics to come up with new perspective and insight that deliver

creative and effective media ideas, strategies or implementations. Entries must

demonstrate how data and analytics contributed to idea/ campaign.

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I. Promo & Activation

The definition of Promo & Activation is designed to create immediate activation and/or offer for

the sales of a product or service. This may be effected using sampling, tie-ins, competitions,

events, in-store advertising events, exhibitions and other promotional vehicles, such as digital

media.

The same entry can only be entered a maximum of 3 times into Promo categories, if eligible.

Entrants are required to detail results to demonstrate campaign effectiveness.

I 1 USE OF PROMO & ACTIVATION

In these categories your work will be judged specifically on how the medium was used to evoke

consumer activation.

I-138. Use of Ambient (large and small scale)

Traditional outdoor/billboards and non-traditional ambient including, 3D and non-standard

shaped sites, ticket barriers, signage, wallscape, digital billboards, window clings, building

wrapping, executions that utilize a space or an existing permanent feature, helicopter

banners, etc.

Small Scale including, out-of-store sampling, glasses, beer mats and ashtrays, flyers,

stickers, signage, street teams, street art, street furniture and transit advertising

I-139. Use of Broadcast

Cinema, TV and radio

I-140. Use of Print / Point of Sale

Newspapers, magazines, trade journals

I-141. Use of Field Marketing

Including: short/one-off live pop up executions, street teams, publicity stunts, street stunts,

sport events, exhibitions, music festivals, fairs, trade shows, corporate entertainment, live

concerts, built stages

I-142. Use of Customer In-store Experience

Including: in-door temporary installations and displays, using samples, packaging, special

discounts, customer marketing, promotions, incentives, product demonstrations,

store-within-a –store, banners, posters

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I 2 PROMO & ACTIVATION: DIGITAL & SOCIAL

I-143. Use of Digital Media

Including websites, microsites, search engines, banner ads, email marketing, digital POS,

branded content, New technology, games, augmented reality, virtual worlds, downloadable

applications including screensavers, widgets etc. (Submit appropriate photographs, video

and/or samples as support. Submit URL on online entry form).

I-144. Use of Mobile Marketing

Including Bluetooth, MMS, SMS, WAP, PDA, GPS, tablet, MP3 players, mobile games and

applications, QR codes, widgets, mobile marketing, other mobile communication.

I-145. Use of Social Media

Social networking sites, blogs, wikis, video-sharing sites, hosted services, etc.

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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 and Crafts

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)

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).

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

Documents

Organized by - aaaa.com.hkaaaa.com.hk/main/wp-content/uploads/2016/07/2016-Kam-Fan-Awar… · Design of annual reports, marketing brochures, catalogues, press kits, books, calendars