The Criteria for Transformation:
INNOVATION, CREATIVITY, and IMPACT
A new way of thinking in the use of Digital that helps transform a brand, business, organization, or market.
Beyond being first in the market, we look for ingenuity that leads to sustaining, breakthrough, or disruptive innovation.
Innovation that goes unnoticed cannot transform brands. Creativity is key to making it relevant to the market.
We look for ideas and craftsmanship (art+copy+code) that bring meaning to innovation so it becomes irresistible.
The effectiveness of a campaign, program, or execution that achieves the objectives set for the business.
We look for attributable impact to market performance and/or society, measuring “metrics that really matter.”
The Main Category Jury uses its expertise across all Digital disciplines to cut the very long list into the shortlists. They will also determine the finalists and the metal winners.
The Special Category Jury decides the winners in special categories, such as the Purple, Green, Orange, and Black, Boomerangs. For categories that are powered by specific organizations, representatives from these organizations champion their values in the jury deliberation.
Regardless of category, each entrant is judged against the criteria of INNOVATION, CREATIVITY, and IMPACT.