2015 RAF ADDY® AWARDS OFFICIAL 2015 ADDY AWARDS CALL FOR ENTRIES The American ...

39 Pages·2015·0.27 MB·English

2015 RAF ADDY® AWARDS

OFFICIAL 2015 ADDY AWARDS
CALL FOR ENTRIES

The American Advertising Awards, or ADDY Awards, is the advertising industry’s
largest and most representative competition, attracting over 50,000 entries every
year in local ADDY competitions. The mission of the ADDY Competition is to
recognize and reward creative excellence in the art of advertising. Conducted
annually by the American Advertising Federation (AAF), the Rochester
Advertising Federation (RAF) ADDY Awards is the first of a three-tier national
competition. Concurrently, all across the country, local entrants vie for
recognition as the very best in their markets, districts, and ultimately at national
competition.

ELIGIBILITY

The RAF ADDY® Awards is open to any individual, company or organization
engaged in the creation of marketing communications messages. There is no
limit to the number of entries a person or organization may enter. Entries in the
RAF ADDY Awards may not be entered in any other local ADDY Awards
competition and must have been created within the greater Rochester Area MSA
and\or the Syracuse MSA. Due to the increase in National AAF ADDY costs, only
RAF ADDY gold winners will be auto-forwarded free of charge to the district
level. Any RAF ADDY silver winners will need to pay the forwarding fee if they
wish their entry move on to the district 2 competition. The RAF will be available
and is willing to assist any ADDY winners in preparation of entries to the district
level.

NOTE: In order to meet the district two forwarding deadline of March 18th, the
RAF is requiring you to enter a second un-mounted print of your entry.
If awarded gold at the district level, winners will be auto-forwarded to compete in
the AAF’s National ADDY Awards. All entries must have appeared, aired or been
published for the first time in the media between January 1 and December 31,
2014. (ODDYs must have been created and presented to the client within the
same time frame.)

Please note: Categories marked with an asterisk (*) and begin with “LO-R-“ in
their category code were created especially for the RAF ADDY Awards and are
not recognized by AAF Rules & Categories. RAF ADDY winners in these
categories will not be eligible for forwarding/entry to the district or national ADDY
Awards. They can be found in the LO-Local Only- category on the entry system.

The expressed intent of the ADDY Awards is to recognize and reward creative
excellence in the legitimate everyday workplace of marketing communications —
“real” work for “real” clients, with “real” marketing objectives, in “real” media.
Occasionally an entry is submitted which appears to have been created outside
the conventional agency to client to media marketing structure. The appearance
given by such entry — to other entrants and the judge — is that the entry was
created solely for the appearance of winning an award, rather than satisfying a
legitimate client’s need. The AAF and district level ADDY Awards will
not accept any such “unreal” entry. Recognizing that the client doesn’t always
buy your best ideas, the RAF ADDY Awards has created a special local category
(R-81, ODDYs).

Student work may have been created independently or in the course of
completing class assignments. Should a question arise relative to the eligibility or
legitimacy of any entry, the entrant agrees by online submission or his/her
signature on the entry form, to furnish the necessary documentation for review by
the RAF ADDY Award committee. Failure to provide documentation of eligibility
or legitimacy can be grounds for disqualification.

Students: The RAF encourages you to credit your course instructor(s), teacher(s),
professor(s) for your work completed during your school coursework. They help
influence your work similar to design or creative directors for professional entries.

ENTRIES MUST:

1. Meet all eligibility requirements.
2. Be submitted online in the correct category, as run. (Absolutely no alteration or
“clean-up” is allowed.)
3. Conform to all applicable copyright laws.
4. Be paid in full at time of submission.
5. Be correctly labeled with entry number and category code.
6. Conform to all mounting and requirements for the hard copy submission
portion of the entry.

Entries not conforming to the above requirements may be subject to
disqualification.

THE NEW ENTRY PROCESS

Step 1: Visit http://enter.americanadvertisingawards.com/a/organizations/02-
RAF/home and register or login. You will need to create a login identity. This will
allow you to add new entries and edit existing entries up until the entry deadline.
Previously created logins are identified by email address and secret question.
RAF does NOT have access to these login identities. If you request password
help, your login information will be sent to the original email address used when
the login was created. Once you have logged in successfully, you may update
your contact information if it has changed from last year. If you no longer have
access to the original email
address, you may create a new login identity with a new email address.
Step 2: Review competition rules and regulations by clicking on
the Rules button.
Step 2: Fill out and review your entrant form by clicking on the Entrant button.
Step 3: Create an entry by clicking on the Add Entry button. Fill out the entire
entry form once for each entry. Fill out required information for each tab — Entry,
Entry Information, Credit (limited to 12 credits), Uploads, and Finalize Entry —
hitting SAVE before leaving each tab. Note: Definitions of all categories can be
found by clicking the View Category List link next to the Division field on the
Entry tab.
Step 4: Review your entry/entries by clicking on the View Entries button.
Step 5: Submit your entry/entries by returning to the View Entries button. For
each entry, click on Incomplete link if it appears and follow the instructions to
finalize your entry.
Step 6: Pay for your entries by clicking on the Pay Now button. Paying for your
entries locks in the date of submission. Remember, you can finalize your entries,
but the date they are paid for will determine if they are eligible for early bird
pricing or not.
Step 7: Hard Copy Submission. All submissions will receive a unique number for
each entry plus its category code via the online entry process. Print the entry
form for the View Entries button for each entry. The form includes labels at the
bottom with the entry number and category code. This label containing the entry
number and the appropriate category code must appear in the top right corner of
all mounted hard copies of your entries (directions to follow). Include this label on
each component of multi-piece entries for your hard copy submission. Submit
two copies of the completed entry form with your submissions.

NOTE: In order to meet the district two forwarding deadline of March 16th, the
RAF is requiring you to enter a second un-mounted print of your entry.

ENTRY DEADLINE: 5:00 PM, FRIDAY, JANUARY 23, 2015
Entries will be accepted at Myers Creative Imaging, 29 Richmond Street,
Rochester, NY 14607

SHIPMENT OF ENTRY HARD COPIES: No freight or delivery charges will be
paid by the RAF. All entries become the property of the RAF and will not be
returned, unless advance arrangements have been made by the entrant and
confirmed by the RAF. Delivery to: Myers Creative Imaging, 29 Richmond Street,
Rochester, NY 14607, between 9 am and 4 pm.

ENTRY PRICING
Early Bird Pricing (through January 9, 2015)
RAF Members:
Single $85; Campaign $115; ODDY $70; ODDY Campaign $100
Non-Members:
Single $135; Campaign $165; ODDY $90; ODDY Campaign $120

Regular Pricing (January 10 through January 23, 2015)
RAF Members:
Single $100; Campaign $130; ODDY $85; ODDY Campaign $115
Non-Members:
Single $150; Campaign $180; ODDY $105; ODDY Campaign $135

Student Pricing:
Student Members:
$20 per entry, single or campaign
Student Non-Members:
$25 per entry, single or campaign

Membership discounts can be significant. Interested in becoming a member to
realize ADDY entry savings now? Visit http://www.rafconnect.org/membership/
to join today.

PAYMENT
All payments for 2015 ADDY entries will be handled online. Most major credit
cards are accepted via a PayPal payment gateway. Note: Corporate AMEX
accounts are problematic for PayPal. Please avoid using that type of credit card
accounts for finalizing your payment.

FOR MORE INFORMATION:
Contact Megan Jaffarian at [email protected]

ENTRY FORMAT/MOUNTING REQUIREMENTS

For purposes of reference and gallery display at the actual ADDY Award event
on March 13, 2015, all submissions require hard copies mounted and submitted
before Friday, January 23, 2015 (directions below).

Online uploads of all entries are also part of the online submission system. These
assets will not only be utilized for judging, but will be integrated into the show
throughout the evening. Follow the specs for online asset uploads below, but the
quality of your work will be represented by the quality of your files.

PRINT & COLLATERAL
During online submission, upload your print and collateral assets on the Uploads
tab. Assets should be formatted as .pdf or .jpg files. High quality JPEGs
preferred.
Before uploading, ensure that the file has been properly named, using the ADDY
Entry Number in this format: XX-XX-XXXXXX. When uploading multiple files in
an entry (campaigns), append the file names '-1' '-2' etc. The File Name MUST
include the ADDY entry number!!!

For the hard copy submission, mount all single entries on black mounting board
or foam core, cut to fit with a one-inch margin. Generally, the size of the board
should not exceed 20” x 30”. Campaigns may be mounted on one or more
boards. If more than one board is needed for a campaign, securely hinge/fasten
them in such a way that they may be folded for transport, and unfolded so that
the entire entry may be viewed at once. If the entry is larger than 20”x 30”, mount
photo or representative image on the board. A label containing the entry number
and category code must be affixed to the top right corner on the face of the
board.

Hard copies of collateral materials should be enclosed in a durable, clear plastic
pocket securely glued to the board using a permanent spray adhesive. Spray
mount and tape DO NOT LAST. Materials that are either too large or heavy to
reasonably mount should be submitted unmounted, with the entry number and
category code clearly noted in the top right corner on the face of the entry.

Complex/packaged collateral materials are handled by many judges, and edibles
are usually sampled. You may wish to submit a second sample, marked “Display
Only” for photography in the winner’s book or display at the award show. Display
samples should be submitted at the same time as other entries. There is no
additional charge or paperwork.

BROADCAST, AUDIO/VISUAL OR COMPUTER PRESENTATION
Video and audio assets for entries in categories other than Digital Advertising
must be submitted as file uploads. DVDs and CDs are no longer accepted and
will not be judged (except in categories for Multimedia DVDs). Video and Audio
assets for Digital Advertising categories should be submitted using URLs, since
these categories will be judged online.
Video Files must be formatted as .mov, .mpg, .mp4 or .wmv and should not
exceed 100MB. 1080p .MOV files are preferred.
Audio Files must be formatted as .mp3, .wav or .wma and cannot exceed 5MB.
Before uploading, ensure that the file has been properly named, using the ADDY
Entry Number in this format: XX-XX-XXXXXX. When uploading multiple files in
an entry (campaigns), append the file names '-1' '-2' etc. The File Name MUST
include the ADDY entry number!!!

DIGITAL ADVERTISING

For website and all online entries, submit the URL addresses on the Entry
Information tab on the online entry system. Do not submit a URL that leads
directly to an SWF file.

In addition to online entries, it is required that you submit a printed 8.5” x 11”
color screenshot of the homepage, pop-up banner, email, e-card, etc. of the
site/entry. (The screenshot is for reference and gallery presentation only.)
Designate on the entry which OS is used. Place all of the entry into an envelope
and affix the entry number on the front. Insert two copies of the entry form inside
the envelope.

Judging of all Digital Advertising categories will be done online, using the
provided URLs. URLs should not require any username or password for access.
In cases where this already exists, the entrant should create an independent
URL. For Disk-Based Sales Packages, submit on CD/DVD. Do not submit
executable files that will attempt to install a program on the judging computer(s).
Executable files cannot be judged and will be disqualified without reimbursement
of entry fees.

SINGLE AND MIXED MEDIA CAMPAIGNS

Single-medium campaign entries must include at least two, but no more than
three components. Business identity materials are considered to be a single
entry, not a campaign, and multiple pieces may be affixed to the same board.
Mixed media campaigns must use at least two, but no more than nine, different
media. The maximum number of components that may be entered is nine, with
no more than four pieces representing a given media. Television and radio
components of campaigns may be no longer than 60 seconds each. All
components of the campaign must be entered and bundled together.

Please label each component with the appropriate entry number and category
code, PLUS “1 of 9,” “2 of 9,” etc., except when mounted together. Refer to the
appropriate format for mounting and submission requirements of each media.

AWARDS

Gold ADDY® Awards and Silver ADDY Awards may or may not be awarded in
each category of competition at the discretion of the judges. All work submitted to
competition will be displayed. Winners will NOT be notified in advance, and will
be publicly honored on March 13, 2015.

PLEASE REMEMBER

• Enter online at
http://enter.americanadvertisingawards.com/a/organizations/02-RAF/home

• Follow all mounting and submission instructions for your hard copy
submissions carefully.

• Affix an entry number and category code to every piece.

• Member entry savings are significant. To become a member, go to
www.rafconnect.org.

• Full payment is due at the time of submission.

• Deadlines are for real. No exception, no matter how much we like you.

• ADDY Award Ceremony is March 13, 2015 at the Rochester Riverside
Convention Center.

IF YOU EXPERIENCE DIFFICULTY WITH THE ONLINE SYSTEM

We have not created the online submission system to frustrate you. If you have
any questions or difficulties accessing a login identity or creating online
submissions, please contact Megan Jaffarian at [email protected].

ENTER WISELY

Work should be entered in the most appropriate category. However, if a
campaign has one particularly strong element you may wish to enter that piece
individually as well.

Conversely, if a campaign has one or more weaker elements, consider not
entering the campaign and focus on the individual pieces.

Campaigns are judged as a single creative effort. Therefore, pick the strongest
elements of a campaign; it is not necessary to enter all of them.

OFFICIAL 2015 ADDY® ENTRY CATEGORY CODES TO FOLLOW
SALES PROMOTION

Product or Service Sales Presentation. Printed promotional materials for
products and services whose distribution comes from means other than
traditional mass media. Given the nature of these categories, it is advised that a
pocket be constructed and inserted into the envelope so that the entry is
secured, but can be easily removed.

01-A | Catalog. A printed piece - usually a booklet, folder or brochure to sell
products or services via a "call for action" and a procedure for ordering and/or
buying.

01-B | Sales Kit or Product Info Sheets. An informational package (folder,
binder, envelope, box, etc.), usually with multiple inserts/sheets designed to
advance the sale of a product/service and could include: the entire sales kit,
container and inserts; the container wrapping itself; or one or more of the sales
sheets, minus the container. If you enter a piece in this category, you may not
enter it in the Brochure category (7 A, B or C). You must choose one or the other,
but not both. If there are additional pieces included to make a brochure a sales
kit, then it can be entered into both.

01-C | Printed Newsletter. A printed editorial communications device (single or
multiple page), including house magazines, published more than twice a year,
with distribution to a specific audience (usually internal) including news or
updated information. Newsletters for Advertising for the Arts, Public Service and
Industry Self Promotion should not be entered here, but into their respective
categories.

01-D | Menu. A list of options available to a diner, shopper, user, etc.

01-E | Campaign. (2 - 4 of the above)

Packaging. The container, cover or wrapping for a product.

02-A | Single Unit

02-B | CD, DVD (Includes game covers)

02-C | Campaign (2 - 4 of the above)

Point-of-Purchase (POP). Promotional advertising or display unit that attends
the product or service at the specific sale location.

03-A | Counter Top, or Attached. A POP piece that requires additional support
or elevation for proper product or service presentation, including product
hangtags.

03-B | Free-Standing. Self-contained unit or device that requires no additional
support or elevation for proper product or service presentation.

03-C | Trade Show Exhibit. The collective visual presentation or package
designed to attract consumer prospects to a display exhibit (room or booth).
Judging is directed to the total package of the exhibit.

03-D | Branded Environment. Any permanent or temporary installation that
represents a product or brand through the overall design of a retail or corporate
environment or location (does not include trade show exhibits—see 3C)

Campaign (2 - 4 of categories 01-A – 03-D)

04 | Campaign. (2 - 4 Sales Promotion pieces of categories 1A – 3D)

Audio/Visual Sales Presentation

05 | Audio/Visual Sales Presentation. Any advertising, promotional and/or
marketing message that is conveyed via the use of videotape, audio track, film,
or computer usually designed for and directed to specific and/or limited
audiences. Entry must be edited to no more than five minutes in length.

COLLATERAL MATERIAL

All collateral material for Advertising for the Arts, Public Service and Industry Self
Promotion should be entered into their respective categories and are not eligible
in any other category.

Stationary Package

06 | SINGLE PACKAGE (ANY PRINTING METHOD). Stationary entries in this
category may contain one or more pieces of letterhead, envelope and/or
business cards.
Annual Report. Yearly communications piece, usually with financial data,
intended primarily for stockholders or members as a statement or record of a
company's or organization's annual performance or status.

07 | Single Unit (Any Printing Method).

Brochure. Multiple page/panel piece (usually bound/folded) that advertises,
presents and/or describes the advantages, capabilities, worth and/or reasons to
buy a product or service. If you enter a piece in this category, you may not enter
it in the Sales Kit category (1B) without the appropriate sales information. You
must choose one or the other, but not both.

08-A | Single Unit (Any Printing Method).

08-B | Campaign (2 – 4 of the above)

Publication Design. Layout and design of the interior and/or exterior of a
magazine or book.

09-A | Cover

09-B | Editorial Spread or Feature. One editorial spread or feature per entry.
Not intended for submission of entire book or magazine.

09-C | Series. Two to four covers and/or spreads and/or features from
consecutive issues. Please mark spreads to be judged.

09-D | Magazine Design. Entire magazine design from cover-to-cover, with
advertising.

09-E | Book Design. Entire book design from cover-to-cover, no advertising.

Poster. A single sheet, advertising or promotional piece intended for mounting
and display for a product, service or event. Does not include point-of-purchase
materials, nor any signage that is eligible in the Out-of-Home categories.

10-A | Single

10-B | Campaign (2 – 4 of the above)

Special Event Material. Promotional and/or informational items, usually relating
to a specific event/affair at a given location, date, time, etc. This category does