What authoritative advertising photography competitions are there in the world?

The New York Advertising Award was founded on 1957. At that time, this globally competitive award was mainly designed for advertising masterpieces of non-radio and television media. In the following 20 years, this award gained an extraordinary reputation in American industry and education. In the 1970s, with the addition of new resources, it added many items, such as TV movie advertisements, TV programs and promotional activities. The international broadcast advertisement, program and promotion competition started at1982; Printing advertisements, designs, photographs and images began at1984; In order to adapt to the development of technology and science and technology, the Global Internet Award was formally established on 1992. The global health care award also entered the competition in 1994; 1995 The advertising market effect award was added to encourage those advertising activities with outstanding creativity and outstanding market sales.

In recent years, more than 65,438+05,000 works from more than 60 countries have participated in each competition. Chinese mainland's works also entered the finals.

awards

Every June, the advertising festival opens and an award ceremony is held, where global advertising elites can make wine and talk about heroes.

There are seats for international media prize cards in all major events of the competition, and gold, silver and bronze prizes are decided in different categories, and award certificates are awarded to the finalists. The initial trial will be held in April, and the final notice will be issued in May. All categories of awards will be selected in May, and the largest award will be announced in the first week of June.

The winners' works will be published in authoritative magazines such as Advertising Times and shared with creative lovers around the world on the Internet ().

Moby Advertising Festival Mobil

general situation

Moby Advertising Award was founded in 197 1, and it is one of the five most important advertising awards in the world (the five major advertising awards in the world also include: New York Advertising Award, Cannes Advertising Award, London Advertising Award and Cleo Advertising Award). Its headquarters is located in Chicago, USA.

The contestants of the Moby Prize come from all over the world, and each session has thousands of works from dozens of countries, including world-renowned multinational advertising companies and some small regional advertising companies.

Every year, 65438+ 10 1, the entries gather in Chicago, and the selection work ends in mid-February of 65438+,and a grand award ceremony attracting worldwide attention is held in February of the following year. Subsequently, the winning works were exhibited around the world for people in the industry to observe Myanmar.

More than 7,000 works from nearly 40 countries participated in the 30th Moby Prize competition. On February 8th, 200012000, a grand award ceremony was held in Chicago Cultural and Art Center, which was broadcast by major TV stations around the world.

The purpose of setting up awards

Regarding the establishment of Moby Award, Mr. Anderson, the chairman of the award, said that Moby Award was established to provide an international platform for advertising companies, advertising production companies, artistic directors, designers, film companies, TV stations and advertisers around the world, so that they can get a proper evaluation of their achievements. And choose the best works from them. Award-winning advertisements create a good reputation and image for commodities, promote sales, increase advertising budget, provide more promotion opportunities for employees and expand the company's popularity.

enter

The Moby Prize has a wide range of entries. Radio advertisements include radio advertisements, film and television advertisements, and print advertisements include outdoor advertisements and printed advertisements (including posters, newspapers, magazines, etc. ), direct mail promotional materials, brochures and packaging design. Online advertising has a separate series.

Evaluation of Moby Prize

Regarding the evaluation process, the Committee made the following statement:

At the end of each year, in Chicago, the judges gather in a conference room to conduct detailed and thorough research and evaluation of the entries. Choose the best works from them. Advertisements that can pass such strict screening must have world-famous quality.

The judges of Moby Advertising Award are mainly famous creative people from the United States, Canada and other places. Before the entries are sent to the judges, we must first listen to the opinions of representatives from all walks of life, such as the art world, the media and enterprises. In other words, the opinions of consumers are added in the evaluation process. Then distribute the works to the judges. After detailed research, each judge put forward preliminary opinions, and then concentrated on the conference room in Chicago for final evaluation.

Although the process is long, the judges can study the works carefully, which is especially helpful for the judges to taste and study the works from different regions and different cultural backgrounds. Create a level playing field for global advertisers.

Entries are allowed to use English film and television advertising scripts and English creative explanations. In this way, it also provides a good condition for the judges to fully understand the works.

Reward setting

Moby Awards are divided into two categories: Gold Awards and Excellent Creative Certificates.

Advertising awards are different from sports competitions. Their purpose is not to judge "who is the first", but to "encourage good works? quot。 Advertising is different from art works, and its evaluation should consider many factors such as economy and market.

The evaluation of Moby Prize takes these objective factors into account as much as possible.

The classification of works is very fine, and each category has a gold medal and a second prize (excellent creation certificate). Moby prize thinks that the evaluation of advertising works should be based on the comparison of the level of this work with similar works. For example, the comparison between car advertisements and so on. Just like the real situation in the market competition. At the same time, it also provides a fairer chance for the contestants to win the prize.

The Moby Prize awarded the gold medal to the first place in each category, and the outstanding creative certificate to the second place.

The glittering Moby trophy means an outstanding achievement to be proud of.

The significance of the trophy

Moby trophy, with smooth Moby ring as the basic shape. It originated from the discovery of a German scientist in the19th century: a narrow piece of paper with one end twisted once and then the other end connected will produce a strange ring with only one side and one side, which is the famous Moby ring. The object on this strange Moby ring has no beginning and no end, and its motion is eternal. It symbolizes the endless exchange of ideas and information. In the sense of advertising communication, it symbolizes unlimited creativity, unlimited communication and endless communication. This is the real meaning of Moby Award using Moby ring as trophy modeling.

Founder of Moby Prize

The founder of Moby Advertising Award is J.W. Anderson, a famous American marketing expert. He graduated from the University of Maryland at an early age. Extensive and rich work experience includes: sales, promotion, advertising, public relations, involving consumer goods and industrial products. He has worked for many internationally renowned companies.

Anderson is the chairman and CEO of Show America Inc and one of the judges of the international film and multimedia market in biarritz.

During his trip to China in April, 2000, Anderson said this to advertisers in China: At present, most advertisements in the world are still poorly done. They do have an impact, but that's not the point. Advertising companies and advertisers are eager for attention, but forget to tell consumers what. Although you see a huge, full-page newspaper, magazine advertisement or 15 or 30-second TV advertisement, you can't help but say, "What are they talking about?"

For China advertising, Anderson thinks this way:

"As you can see, despite the differences in language and culture, China's advertising works are completely competitive and won the Moby Advertising Award."

London advertising festival

The London International Advertising Award is held in London, England every June165438+1October. This international award was formally established on 1985, and nearly 100 countries and regions participate in it every year. In recent years, there have been more than10,000 entries, and all winners will receive a bronze statue. The bronze statue is a surreal human figure, spreading its wings and trying to jump over itself. 1998, Chinese mainland's works entered the final for the first time.

The longest prize

Although the awards are arranged in June 165438+ 10 every year, all entries are required to be delivered to the organizing committee in June, and then the organizing committee will send them to each judge for independent evaluation. Judges also come from all over the world, with different cultures and backgrounds (including creative masters, TV/TV directors, recording directors and production experts, etc. ), but creativity is the same and the only reward standard. The contest also set up grand prizes for the works of various media. The award chairman selected from the winners will decide the final award with one vote.

The most comprehensive project classification

The classification of London advertising awards is the most distinctive, which is not only reflected in the three major media (print, film and television, radio) projects, but also in design, packaging and technical production, which fully reflects the characteristics of the awards in creative concepts, design techniques and technical production.

The TV/TV category covers 28 projects, including movie trailers.

Skill selection project

Best dynamic -CEL, best computer special effects, best "dynamic-stop" lens, best film production, best scheme, best makeup design, best guidance-dialogue, best guidance-visual effect, best editing, best humor, best advertising song, best original music, best performance-female, best performance-male, best layout design, special music.

Series category-each series contains at most four kinds of advertising and public service series, and each work needs two identical films (slides).

The plane category covers 38 projects, including calendar design.

Copywriting (English required) enterprise CIS (positioning, logo, etc. ) Series Category-Each series contains up to 4 advertisements. The broadcasting category covers 20 projects, including political and public services. Skills selection projects include artistic expression, radio production and conception, copywriting, humor, original music with lyrics, original music without lyrics (English is not required), special effects music (pop, classics, concerts) and voice use (English is not required). Packaging design category (content omitted)

Entry fee: film and printing: each work is about115; Packaging design and broadcasting: each piece is about 1 10 lb.

Time Advertising Award (Time)-Exhibition of Works

Times Asia-Pacific Advertising Award

Advertising awards with wide influence in the Asia-Pacific region. Sponsored by China Times of Taiwan Province Province, it has been held for 23 times. All previous judges are the most authoritative figures in the advertising field in Taiwan Province Province, and most of the winning works have become the classic works in the advertising history of Taiwan Province Province, and most of the winners have also become the man of the hour in the advertising field in Taiwan Province Province.

1978, to celebrate the publication of the10000th issue, Taiwan Province China Times created the "Times Advertising Design Award" to select two works, namely newspaper advertisements and magazine advertisements. Since the third session (1980), it has been renamed as "Time Advertising Award", which pays more attention to the all-round performance of works. Since the 11th session (1988), awards for TV advertising works have been increased. 1990 founded the "Time Asia-Pacific Advertising Award" and invited outstanding advertising works and judges from the Asia-Pacific region to participate.

Longxi Advertising Festival-Exhibition of Works

An international award led entirely by creative people in China. 1In February, 1999, four famous American creative people from Hong Kong, Taiwan Province Province, Hong Kong and Singapore did something in Hong Kong that might have a far-reaching impact on the advertising industry in China-founded the Longxi Global Chinese Advertising Award, an international award dominated by Chinese creative people, and a creative award spanning the Chinese advertising market in Chinese mainland, Hong Kong, Taiwan Province Province, Singapore, Malaysia and North America. They are Lin Junming, the founder of Longyin Gang; Sun Dawei-former creative executive director of Ogilvy Advertising in Taiwan Province Province, and now executive consultant of Pan Pacific International Company; Mo Sun Kang, permanent member of New York Advertising Festival and general manager of McCann Guangming Advertising Company; Su, the founder of Singapore threesome advertisement, is currently the marketing consultant of Singapore Newspaper Group.

The first Longxi Award collected 1 168 works from various advertising markets in China, and awarded 1 grand prize, 15 gold prize, 3 1 silver prize, 76 bronze prize and 17 excellent prize. Lin Junming, one of the founders, said: "It is definitely not an excellent job to put 13 famous creative people in a melting pot and evaluate their works. The three-day review meeting was conducted in a prudent, frank and interactive manner. A work must not only stand several rounds of screening, but also be recognized by two-thirds of the judges in order to win the gold medal. Therefore, it is no accident that the work won the prize in Longxi. "

cannes advertising festival

Cannes Advertising Festival (Cannes)

Cannes Advertising Awards originated from Cannes Film Festival.

1954 Cannes International Film Advertising Festival is organized by the film advertising media agency, hoping that film advertisements can be recognized like movies and attract worldwide attention.

Since then, Cannes and Venice began to hold the Cheyenne Tournament alternately, and Cannes officially became the permanent venue on 1977.

1992, the organizing committee added newspapers, posters and printed matter competitions, making the Cannes Advertising Award a truly comprehensive international award.

The advertising festival is held in late June every year. During the advertising festival, advertising representatives from various countries visited and other guests from all walks of life gathered here. Customers, production companies, strategic departments and creative teams set up a series of exchange meetings here to discuss their specialties and negotiate business.

Advertising festival

Cleo Advertising Award is the oldest and largest worldwide advertising award in the world, which brings together the first-class creative works submitted by advertising companies and professional production studios all over the world. The jury of Cleo Advertising Award consists of internationally renowned experts in this field. The judges independently selected the best winning works.

Cleo Advertising Awards Organizing Committee adheres to the principles of fairness, democracy and non-politics, and does not give any guidance to the judges. The biggest feature of Cleo Advertising Award is that it values the original creative intention rather than just the realization of the intention. According to this standard, the judges first selected the best candidate works, and then selected the gold, silver and bronze awards from these outstanding works that entered the finals. Sometimes, the judges will give Cleo prizes to outstanding masterpieces.

The annual Creo Advertising Awards Ceremony was held in new york. new york is the world commercial and financial center, also known as the advertising capital of the world. This grand event is a great inspection and review of advertising works in the world today, and it also provides an opportunity for people to observe the best advertising works in the world. Cleo Advertising Award is known as the "Oscar" in advertising. At the advertising conference, advertising elites from all over the world gathered together to listen to various advertising creative lectures, appreciate colorful advertising works, visit art galleries and various colorful inter-conference activities, and compete for the gold medal, which was unprecedented. Through communication, we can stimulate more creative inspiration, improve the level of advertising production and create more and more epoch-making advertising works.