The Creative Strategy Lotus awards creative problem solving with perceptive insights to devise a creative strategy that enhances that brand.
The decision of the Juries on Creative Strategy Lotus winner will be based on 4 criteria and weighted as follow:
| • Insight |
|
30% |
| • Creative Strategy |
|
30% |
| • Creative Idea |
|
20% |
| • Results |
|
20% |
Each campaign/set of execution constitutes one entry.
PRODUCTS & SERVICES
Food & beverages, beauty & healthcare products, pharmaceutical products, household maintenance & cleaning products, electronics & appliances, home decoration & furniture, fashion, toys, sportswear & equipment, other FMCG & consumer durable goods.
Vehicles, boats, and other automotive including automotive accessories.
CS03
Retail, Leisure & Entertainment
Retail stores including online stores, restaurants including cafes & bars. Transportation & travel services, hotel & resorts, sports, gaming, gambling, and other recreational facilities, festivals & events, museums. Film, music, publications, broadcasting stations, digital platforms, streaming service providers, podcasts, music services, and other media & entertainment services.
CS04
Finance, Business & Commercial Public Services
Financial & investment institutions, insurance, and real estate. B2B, B2C, and other professional business services. Commercial Public Services including telecommunications, waste management, education, law enforcement, utilities, healthcare.
CS05
Corporate Image & Corporate Social Responsibility
Brand’s concerted effort and commitment to address social, environmental, or economic issues for the betterment of society and also increases positive corporate image.
CS06
Public Services & Cause Appeals
Announcements by non-profit organisations, foundations, charities, or NGOs to raise awareness, change public attitudes, or change behaviour on health & safety, environmental issues, societal issues, and public services issues.
DATA, INSIGHT & BRAND PARTNERSHIP
Campaign that creatively utilises research, data or actionable insight in the formulation of the creative strategy.
Campaign that creatively utilises audience/consumer insights and behaviours to formulate and tailor the creative strategy to more effectively resonate with the audience/consumer. Entries should indicate how the insights are attributed to the success of the creative strategy.
Campaign that creatively utilises contextual, local, cultural, or societal insights and behaviours to formulate and tailor the creative strategy to more effectively resonate with the market. Entries should indicate how the insights are attributed to the success of the creative strategy.
CS10
Collaboration & Partnership
Campaign that creatively utilises brand collaboration or partnership with individuals, influencers, or other organisations in the formulation of the creative strategy.
CAMPAIGN EXCELLENCE
CS11
Breakthrough in Creative Strategy
Game-changing creative strategy that redefines conventions and sets the brand apart from its competitors. It celebrates work that goes beyond convention—introducing new ideas, formats, technologies, or creative strategies that shift the possibilities of creative problem solving with perceptive insights to devise a creative strategy can achieve.
CS12
Breakthrough on a Budget
Campaign that creatively and effectively formulates its strategy in the face of limited budget and resources to overcome the challenges. Entries should make clear the challenges and limited resources faced by the campaign.
Campaign that demonstrates long-term creative strategic plan in achieving specified objectives over the years.
Note: Entrants must indicate how the long-term strategy was part of a longer term campaign (eligibility period: past 3 years).
Campaign strategy that demonstrates bravery and boldness in its approach to set the brand apart.
CS15
Resilience Through Creativity
Ideas and creative solutions that demonstrate the brand’s resilience and resolve in the face of challenges such as budget constraints, changes in market conditions, societal issues, and/or changes in consumer behaviour.
LOTUS ROOTS
The Lotus Roots is an award unique to ADFEST that is awarded to works that embody local values whether in terms of culture, religion, beliefs, traditions, language, insights, or context. Lotus Roots recognizes works that preserve and celebrate the rich heritage and value of each local culture.
