PHILIPPINES – AUGUST 4, 2011 – The Araw Awards 2011, which will cap the 22nd Philippine Advertising Congress, has announced the rules for this year’s competition.
This year’s award show renews the focus on creative effectiveness by placing heavier weight on results, which accounts for 40% of the score. The remaining criteria for judging are broken down into 40% creativity and execution, and 20% strategy.
"The Araw Awards is truly game-changing this year," said DM9 JaymeSyfu Managing Partner and Chief Creative Officer Merlee Jayme, who chairs the Creative Committee. "First, it was simplified. There are now fewer categories and requirements. Of course, there’s also a convenient online system. However, simpler or ‘ easier to enter’ doesn’t mean ‘easier to win’. The actual competition awards the most creative AND effective work. This will be the toughest one yet."
New to this year’s awards is the Araw Excellence Awards for Best Strategy, Best Idea and Best Performance, which will be awarded in addition to the Gold, Silver and Bronze awards in the Araw Awards and Araw Media Awards. No Excellence Awards will be given in the Araw Craft Awards.
Entries running between September 2009 and August 2011 are eligible. Proof of airing, ASC clearance or tearsheets are required. Entries for Araw and Araw Media now need complete case studies, with the template provided online.
Special awards include the Araw Advertiser Award, Araw Agency Awards, Araw Media Agency Awards and Araw Production House Awards.
The first round of judging, to be held online, will determine the finalists. The second round offline will determine metal winners.
DM9 JaymeSyfu’s Louie Sotto drafted the new rules, which were discussed and approved by the Creative Committee composed of Jayme, McCann Worldgroup’s Raul Castro and Publicis JimenezBasic’s JR Ramos.
Full details of the categories and requirements are available at the Araw Awards website
DentsuIndio’s TJ Parpan headed the digital components of the competition, with the help of Nuworks Interactive.
The awards presentation will be on November 19, 2011 in CamSur. For more information, visit www.arawawards.com.
