1. (Tips for making sure you do it right.)
YOU’RE BEING WATCHED.
(Tips for making sure you do it right.)

2. Tips for Entering the American advertising awards 2018 - 2019
Contact and that will still be around
Be accurate and use capitalization consistently when entering information.
Download the Rules and Categories document from orwellthatendswell.com and use it to select the correct category(ies) for your entries.
For non-digital entries, package entries correctly/Protect them!

3. Digital entries Don’t package them – No physical entry needed Includes
Entries in all Online/Interactive categories
Entries in all Film, Video & Sound categories
Entries in select Elements of Advertising categories
Don’t package them – No physical entry needed
If you pay online, there’s nothing further you need to do
If you do not pay online, bring your signed manifest and payment to one of the entry acceptance days.
NOTE: All non-digital entries require physical entries.

4. Digital entries
BIG TIP for those who enter multiple digital entries and elements such as online videos, banner ads, etc:
Create a single landing page/URL for all your digital entries. This will allow you to make sure the judges go directly to the right place, AND to provide some direction. (see next slide)
(Caution: don’t name that URL with your agency name or anything else that might allow a judge to figure out whose work he/she is looking at).

5. Digital entries-sample landing page
Category 37A – Entry # FTW
Category 37A – Entry # FTW
Category 40 – Entry # FTW
Banner ad to be judged appears in right column and is headlined “My Third Entry.”
Category 44A – Entry # FTW
Click on link to Blog and select entry from October 1, 2018

6. Packaging your entries
Basic Non-Digital Entry packaging:
Cut off (and cut apart) labels that print at the bottom of the entry form.
One label goes at the top right of the poster in the envelope. (And the poster stays in the envelope!)
Another label goes on the back of your entry.
Two copies of the entry form and two copies of your entry go into the envelope. If your entry covers the label on the poster, please move the entry to the other side of the poster.
In either case, the entry form should not be visible to the judges.

7. Entry form/labels Place 2 copies of the entry form
inside the envelope, behind 2
copies of your entry. (Doesn’t matter whether the labels are still attached to the bottom or not.)
4 Labels appear at the bottom of each entry form.
One goes at the top of the poster and one goes on the back of each copy of your entry.

8. Packaging your entries (continued)
Entries that won’t fit in the ziplock, or are delicate or awkward
If the item is too large to be easily packaged – something like a large POS display, for example – a photo of it may be a better choice than trying to find a suitable container.
Put your item in a box or tube that will protect it from harm. Then put a big, noticeable note in the envelope that describes the kind of packaging you’ve put this in so volunteers can find it easily.
Package thoughtfully, realizing that, if this entry wins, it will go in a box with a lot of other entries – many of which are heavy and could crush something more delicate.

9. Packaging your entries (continued)
Make sure there is nothing that identifies you on your entry, whether print or digital.
That is grounds for disqualification.

10. Packaging your entries (continued)
4 of 9
Campaigns
Place a label on each piece and write on each label what number that piece is, and how many are in the campaign – as in “3 of 9” or “8 of 9”…
If your campaign entry can fit in one envelope, do it.
If not, include a note (preferably a big, noticeable one!) that tells volunteers doing the setup what other pieces to look for to make sure the judges see everything. (For example, it might say, “Part of the campaign, but not in this envelope: two posters in a single white mailing tube about 24” long. Also three television spots submitted digitally.”

11. Add a note

12. Packaging your entries (continued)
A couple of quick last notes on campaigns that don’t have anything to do with packaging:
Make sure your campaign holds together like a campaign.
Single medium campaigns may have up to 4 executions submitted.
Integrated campaigns may include up to 10 executions.
Also, you may now include a 250-word (printed) or 3-minute video summary as part of your integrated campaign entries.

13. the #1 mistake entrants make when turning in entries
Forgetting to print out and sign their Manifest/Invoice upon completion of their online entry and/or forgetting to bring it with them when they bring their entries.
Following the completion of all entries in the software, every entrant should print out and sign one copy of the Manifest/Invoice document. This will show how many entries the entrant has, as well as how much money they have paid (if they paid online) or still owe (if they will pay when they turn in their entries).
It also has a section that must be signed, stating that all information is accurate, that proper rights were obtained for use of any non-original elements, that AAF has the right to use entries for promotional purposes, that entries comply with the rules, and so on.

14. Manifest/invoice

15. For those who have entered before, the organization of categories has changed
For years, the entry categories were organized so that categories for general advertising were all together, followed by a group of categories for “Advertising for the Arts and Sciences,” followed by categories for “Advertising for Public Service,” followed by “Advertising Industry Self-Promotion” categories.
The organization of categories has changed so that there is just one section for Print Advertising, for example, but that is broken out into general Print Advertising, Public Service Print Advertising, and Industry Self-Promotion Print Advertising.
Specific categories for Advertising for the Arts and Sciences (museums, zoos, orchestras, film and music festivals, etc.) have been eliminated and those entries should now be entered in the general advertising categories.

16. As of last year, lots of new categories, and an opportunity to tell your story
Apps
Games
Virtual Reality
Blogs
Events
Campaign Categories in new places
Several opportunities to include a 250-word written or 3- minute video summary of your entry – Not available for most categories, but available in Ambient Media categories, Apps, Games and Virtual Reality and several others.
Download the Rules and Categories document for more information.

17. What qualifies as public service advertising?
Public service advertising has as its goal the improvement of the public’s health, education and/or welfare.
Advertising work done for non-profit social organizations or causes, charities or NGOs should be entered in a Public Service category. May also include work done for local, state and national governmental bodies, public safety, environmental, diversity, religious and education.
Doesn’t matter whether it is paid or pro-bono work.
Public Service advertising is not eligible for Best of Show (per national AAA committee).

18. Are these public service?

19. What qualifies as industry self-promotion?
Creative Services and advertising supplier/vendor ads created by, or for, an agency that advances the agency’s or supplier/ vendor’s cause (new client acquisition, client retention, education, holiday cards, moving announcements, etc.).
Industry self-promotion advertising is not eligible for Best of Show (per national ADDY committee).

20. Questions that come up every year
You and your client collaborate on a project. Your client is in Baton Rouge. Who enters it, and where?
Your agency designs an annual report. You hire a photographer from Phoenix and art-direct the photo shoot. The photography is beautiful and, you think, award-winning. Can you enter it?
You’re a student interning at Pavlov. You design a brochure for one of their clients that is printed and used by the client. Can you enter that brochure?
You’re a student who spent days perfecting a small pop-up book. It required a lot of hand work, but it’s beautiful. You enter it and submit the book for judging, along with a note stating you want it back. Is that going to happen?
You’re a pro who submitted two copies of an entry that was very expensive to produce, along with a note that you would like the entries back if they don’t win. Is that going to happen?

21. About the Fort Worth competition, Judges and judging
How many entries do we expect to get each year?
Who are our judges?
How are they selected?
What is the process used to judge the AAAs?
What information is given the judges prior to judging?
Curious about how it works? Volunteer!
Does the highest-scoring entry get Best of Show?
How are the special awards determined?
How do we determine who gets gold, silver and bronze?

22. 365 Total Pro Entries 8% = 29.2 to 10% = 36.5 Total Score Avg Score
Rank
Winner
Special Winner Categories
273 91 1
Gold
271
90.33 2
SPECIAL JUDGES' AWARD
270 90 3
BEST OF BROADCAST
269
89.67 4
BEST OF PRINT
268
89.33 8
267 89 9
265
88.33 10
264 88 12
263
87.67 13
262
87.33 17
BEST OF INTERACTIVE
BEST OF SHOW - (For Body of Work)
261 87 21
260
86.67 25
259
86.33 30
Silver
258 86 32
257
85.67 36
256
85.33 38
255 85 45
365 Total Pro Entries
8% = 29.2 to
10% = 36.5

23. A couple of quick stories about judging
Some judges are snobs and want to control the awards
Some judges are just plain snobs about their area of expertise
Sometimes everything is organized and going well, then something happens…