2014 年坎 Cyber Lions 城網路創意獎獎項定義

Cyber

坎城創意節在 2014 年將 Cyber Lions 網路創意獎的獎項重新設計,定義也全部翻新。因此提供全部獎項界定的中文翻譯,本翻譯僅為幫助理解坎城網路創意獎而提供,一切相關事務仍以坎城官網所記為準。

CYBER LIONS 坎城網路創意獎

CATEGORY DEFINITION 坎城網路創意獎定義

The definition of Cyber for the purpose of Cannes Lions encompasses branded online, digital, and technological communication. 坎城創意節網路創意獎的定義,包含線上、數位,與科技性之品牌溝通。

Cyber Lions will award the best creative, digital solutions for brands that utilise technology and creativity seamlessly, and prove how their target audience engaged and enhanced brand value, resulting in increased business sales and recognition. 坎城網路創意獎獎勵為品牌無間結合科技與創意,並證明獲得目標對象投入並因此增進品牌價值,創造生意,增加銷售與認同的最佳創意數位解決方案,

Three Cyber Lions Grand Prix may be awarded by the Jury: one Cyber Craft, The Web (including web campaign, web platform, online ad, online video); one for Social; and one for branded games, branded Tech, Integrated Multi-Platform Campaign. 坎城網路創意獎的評審團可以頒發最多三個大獎,分別是,在技術獎以及網路(包括網路個案、網路平台、線上廣告、網路影片)類可頒發一座大獎;社會性創意可頒發一座大獎;品牌遊戲、品牌科技、整合多平台個案類可頒出一座大獎。

The 2014 awards process, including the appointment of the Presidents and Jurors, will be independently audited by PWC. 2014 年坎城創意節的評審過程,包括評審團與評審之任命,都獨立由 PWC 會計師事務所稽察。

坎城網路創意獎共設如下九個大類如下:

A. CRAFT 技術獎 下設 11 個子類
B. WEB CAMPAIGN 網路個案類,設 11 個產品類
C. WEB PLATFORMS 網路平台類,下設 3 個子類
D. ONLINE AD 線上廣告類,下設 2 個子類
E. ONLINE VIDEO 線上影片類,下設 4 個子類
F. SOCIAL 社會性溝通,下設 13 個子類
G. BRANDED GAMES 品牌遊戲,下設 4 個子類
H. BRANDED TECH 品牌科技,下設 4 個子類
I. INTEGRATED MULTI-PLATFORM CAMPAIGN (Online & Offline) 整合性多平台個案(線上與線下),下設 1 子類

A. CRAFT 技術獎

Entries may be submitted into multiple CRAFT categories providing that the submission is relevant to each sub-category. You should submit single executions for consideration (e.g. a website) unless the entry relies on co-dependent elements that need to be showcased.只要類別合適,個案在本類可報名多個子類的競賽。除非個案需要以互相依賴的元素檢視,個案應以單一執行報名單一子類競賽(如,網站類。)

A01. Interface & Navigation (UI) 介面與導引 The interactive journey with a digital product or service.數位產品或服務與使用者的互動歷程

A02. User Experience (UX) 使用者體驗 The emotional and behavioural response to a digital product or service. 對數位產品或服務的感性與行為反應

A03. Storytelling 品牌故事力 Creation of content that develops the identity of, or embodies the relevant brand. Successful brand stories will utilise digital platforms in order to inspire and drive meaningful consumer engagement. 發展品牌認同或體現品牌存在的內容之創造。本子類獎勵利用數位平台成功造就具有意義的消費者投入的個案。

A04. Animation/Motion Graphics 動畫/動象

A05. Illustration and Graphic Design 插畫與圖像設計

A06. Use/Curation of Image(s) 影像之運用與經驗策畫 Creative application of photography, artwork, illustration, graphics, or other images. 攝影、藝術作品、插畫、圖像或其他影像的創意運用。

A07. Use of Video 影片運用 Creative application of an online video. 線上影片的創意運用。

A08. Use of Music/Sound Design 音樂運用/聲音設計 Creative application of music and/or sound design. 音樂或聲音設計的創意運用

A09. Copy/Editorial 撰文/撰稿 Publication of text specifically created for a digital product or service. 為特定數位產品或服務特別創造的出版物或文字。

A10. Innovative Use of Technology 科技的創新運用 Inventive way of using existing or new technology specifically for a brand. 為品牌以創新方式使用既存或新的科技。

A11. Overall Aesthetic Design/Best Practice Functionality and composition of a digital product/service. 整體美學設計/最佳個案

 

B. WEB CAMPAIGN 網路個案

The same entry can only be entered once in this section. Online-only campaigns that consist of at least 2 web executions i.e. 1 website, 1 online video, 1 online ad. 同一個案只能在本類報名一項子類競賽。本類所謂的網路個案,指的是包含至少兩種網路元素的個案,如,由一個網站、一個線上影片,或一個線上廣告中的兩者構成。

If your submission is for a Mobile/Tablet/Handheld Device, please refer to the MOBILE LIONS categories. 如果個案是為行動裝置/平板電腦/手持裝置設計執行,請報名坎城行動創意獎(Mobile Lions)。

B01. Foods & Drinks 食品&飲料類
B02. Automotive Products & Services 汽車產品與服務類
B03. Cosmetics, Beauty & Toiletries 美妝衛浴用品類
B04. Clothing, Footwear & Accessories 服飾類
B05. Other Consumer Products (Including Durable Goods) 其他消費性產品類(含耐久財)
B06. Financial Services 金融服務類
B07. Travel, Entertainment & Leisure 休閒旅遊類
B08. Retail and E-Commerce, Incl. Restaurants 零售、電子商務含餐廳類
B09. Publications & Media 出版與媒體類
B10. Business Products & Services 商用產品與服務類
B11. Advertising & Media 廣告與媒體類
B12. Commercial Public Services 商用公共服務類
B13. Charities, Public Health & Safety, Public Awareness Messages 慈善、公衛、公安與公共認知訊息類
B14. Corporate Information 企業訊息類

 

C. WEB PLATFORMS 網路平台類

The same entry can only be entered once in this section. Single executions, including micro sites.

同一個案在本類只能報名一個子類。網路平台類指單一執行的個案,包括活動網站。

C01. Website 網站 Long-term site destinations for a brand, product or service (I.e. AudiUSA.com, CNN.com, etc). 為品牌、產品或服務所製作的長期網站。

C02. Microsite 活動網站 Short-term campaign site. 短期活動網站。

C03. Web Service/App 網路服務/App Services and/or applications provided to a target audience to improve their experience and engagement with a brand. 為增進目標對象的品牌經驗與品牌投入而提供的網路服務或應用。

 

D. ONLINE AD 線上廣告

The same entry can be entered twice in this section. Single executions of paid online display advertising. 同一個案在本類可以報名兩次。線上廣告可能是單一執行稿,或付費線上顯示廣告。

D01. Web Banner 網路橫幅廣告 Single banner executions. A campaign of banners should be submitted under: WEB CAMPAIGN. 單一橫幅廣告稿可報名本子類。由多於一個橫幅廣告組成的個案請報名 B 項「網路個案」類。

D02. Innovative Online Ad Solution 創新線上廣告解決方案 New/Innovative technology or solution for online ads. 線上廣告的新/創新科技或解決方案

 

E. ONLINE VIDEO 網路影片

The online context and audience engagement strategy will specifically be considered by the jury. Entries may be submitted only once into the ONLINE VIDEO category. Entries in this section must have been commissioned and exclusively created for online execution. If your submission also aired on TV/Cinema, it does not qualify into Cyber Lions. Please refer to the FILM and FILM CRAFT categories.

評審的重點是網路環境的脈絡,以及吸引讀者投入的策略。報名的個案只能在本類中擇一子類報名。報名本類的作品必須是特地為網路所製作的影片,如果作品也在電視/電影院播放,就不符合參與網路創意獎的規定。請報名 Film Lions 影片創意獎,或 Film Craft Lions 影片技術獎。

E01. Social Video 社會性影片

Online videos specifically created for the internet or online social platforms that are intended for widespread sharing.

特別為網路或網路社交平台所創作,目的是為了廣泛分享而創作的影片。

E02. Interactive Video互動影片 Online, interactive videos that have at least one of the following levels of interactivity: conversational, customisable, narrative, and explorative. 網路、互動影片,使用了下列層次中至少一種的互動:對話、客製化、敘事、探索。

E03. Webisodes/Series 網路連續劇/影集 A series of non-interactive online videos. Each episode must be submitted and paid for individually. 系列非互動性的網路影片,報名時每一集都要分別報名,分別繳報名費。

E04. Video/Programme 影片/節目 Non-interactive online videos.非互動性網路影片。

 

F. SOCIAL 社會性溝通

The same entry can be submitted up to maximum 3 times in this section. Entries will reward focused executions, with social thinking at the core of the work. The jury will consider levels of engagement, social reach and the creative use of social networks and activity to successful commercial effect. Creative solutions that utilise social components and activity as a secondary element should not be entered here.

同一個案最多可在本類參加三個子類的競賽。社會性溝通獎獎勵以社會性思考為核心的創意個案。評審的重點是個案獲得溝通對象投入的程度、社會性接觸,與社群網站的創意運用,以及行動所創造出的成功商業成果。社會性成分與行動作為次要溝通元素的個案不應報名本類競賽。

F01. Engagement Platform 投入平台 Platform(s) designed to drive a closer relationship with community/consumers. This may include: 以驅動與社群/消費者更親近關係而設計的平台,可能包括:

A) The creation of an owned social platform (i.e.: Nike+), that a brand owns, controls, and which provides direct and meaningful value to their community.由品牌自行擁有、控制,提供與社群溝通直接與有意義價值的自有平台(如,Nike+)。

B) The harnessing of multiple and existing, owned social platforms in order to create a digital ecosystem designed to fuel enhanced relationships with a community/consumers. 調整多重、既有的自有社群平台,創造出能增進與社群/消費者關係的數位生態系統。

F02. Social Business 社會事業 Social activity that harnesses the power of a community in order to fundamentally impact a business. Examples may include brands which have significantly adapted their operations, intelligence, resourcing, sales, product development and other non-marketing aspects of the value chain in order to put a social community and its activity and at the heart of what they do. 調整、運用社群力量,以便對事業產生基本性改變的社會行動。

F03. Response/Real-Time Activity (including crowdsourcing) 反應/實時行動(包括眾包) Targeted and non-targeted social activity that may utilise social platforms in order to respond to world events, crises and other online/offline activity in a meaningful, often creative way that may prompt social sharing. 可能運用社群平台以便以具有意義,通常也富於創意,以便促發社會分享的方式回應世界事件、危機與其他線上/線下活動,設定或未設定目標市場的社會行動。

F04. Use of Co-Creation & User Generated Content (including crowdsourcing) 共同創作與使用者創造內容運用(包括眾包)Social based, often personalised activity that may be designed to engage with a community and encourage them contribute to or collaborate with a brand initiative. Engagement may be intended to drive long term value through collaborative interaction. Further creative use and placement of content generated will also be considered.為讓特定社群參與,並鼓勵他們為品牌提出的議題貢獻與合作,社會性的,通常個人化的行動。參與的目的是為了透過合作與互動提升品牌的長期價值。對於所創造出內容的創意運用和投放將是評審的要點。

F05. Influencer/Celebrity/Blogger Outreach Program 影響者/名人/部落客管理 Social initiatives or executions that may utilise a celebrity, social ambassador, or social influencer in order to engage with a specialised audience. 為使特定目標對象投入而運用名流、社會大使、或社會影響者的社會性計劃或執行方案。

F06. Innovative Use of Social or Community (including emerging platforms for brands) 社會性或社群平台創新運用(包括新興品牌平台)Creative utilisation or interpretation of existing or emerging social platform(s) and/or social activity. Levels of engagement, social reach and the creative strategy will all be considered. 對既有或新興社群平台或社會行動的創意運用與詮釋。參與者的投入程度,社會性接觸的規模,以及創意策略本身都將是評審的要點。

F07. Content Placement (including Copy/Image/Audio/Video placement) 內容投放(包括文字/影像/聲音/影像投放)Content and editorial strategy and placement using social channels. The strategic arrangement and curation of appropriate content that may either drive or enhance a wider social campaign. 利用社會性頻道的內容與媒體原生內容策略與投放。為了驅動或增進社會性個案的廣度而做的策略性內容安排與策畫。

F08. Community Building/Management 社群建構/管理 Social activity that is designed to engage, build or maintain an online social community that may result in an enhanced brand affinity. Community activity (passive fans versus active fans), engagement levels and the appropriateness of targeted conversation/communication directed at active/non-non active users will all be considered. 為了增進品牌好感度,而讓線上社群投入、形成並加以維持的社會性活動。社群活動(被動粉絲和主動粉絲)、投入程度,以及針對主動/非主動使用者所做的目標性對話/溝通也將是評審重點。

F09. Use of Social Data & Insight 社會性數據與洞察運用 The creative interpretation of social data in order to target, engage or develop a meaningful relationship with a specific audience or community. Insights gained through the strategic application of data/analytics and associated targeting methods will all be considered. 為界定特定目標對象或社群,使其參與溝通或發展有意義關係而對社會性數據的創意詮釋。經由資料/運算以及相關目標界定方式的策略性運用所獲得的洞察將是評審的要點。

F10. Targeted Conversations at Scale (including social listening and conversational insight) 大規模目標性對話(包括社會性傾聽與對話洞察)Personalised, social activity that relies on identifying/listening/responding strategies. A product, service or experience may have been adapted or customised in order to better engage with a community, on a 1:1 basis, on a large scale. 藉由辨識/傾聽/反應策略所進行的個人化社會性行動。可能是利用產品、服務或體驗的調整或客製化促進社群的參與和投入。

F11. Applications / Tools 社群平台應用軟體/工具 Digital application or tool specifically designed for a social platform. 為特定社群平台設計的數位應用軟體或工具。

F12. Social Currency & Commerce 社會通貨與商務 Social, often platform based initiatives that allow or encourage users/communities to participate in social activity that may result in a direct sale. Entries may rely on social currency or bartering alternatives (data, social currency, services, etc) that do not rely on a monetary exchange or payment. 社會性,通常以平台為基礎,讓使用者/社群得以,或被鼓勵參與社會行動因此創造直接銷售的行動。個案可能是借助社會通貨,或另類交易(數據、社會通貨、服務,等等),而非直接依靠金錢交換或支付而發生。

F13. Native Advertising 原生廣告Intelligent use and placement of personalised online branding solutions within the relevant social context of the target audience. Entries will be assessed on their consumer relevance and unobtrusive and ‘native’ presence. 在對目標對象相關的社會情境中聰明使用與投放的線上個人化品牌解決方案。評審的要點是個案對消費者的相關性,以及不突兀、自然的出現與存在方式。

 

G. BRANDED GAMES 品牌遊戲

The same entry can only be entered once in this section. Games specifically created for a brand (games that have not been specifically made for a brand will not be accepted.). 同一個案在本類只能擇一子類報名。品牌遊戲是為品牌特別創造的遊戲,並非為品牌特別創造的遊戲不能報名本類的競賽。

G01. Web 電腦網路遊戲 Games specifically executed to be used on online platforms used on desktop PC/MAC. 為在 PC/MAC 桌機上使用的線上平台所設計的遊戲。

G02. Social 社群平台遊戲 Games created for online social platforms, or creative use of social platforms. 為了線上社群平台所創造,或是創意運用社群平台的遊戲。

G03. Live Digital 現場數位遊戲 Outdoor/offline digital games. 戶外/線下數位遊戲。

G04. Other Rich Media Game 其他富媒體遊戲Innovative/non-traditional/other digital games, including branded console games. 創新/非傳統/其他類數位遊戲,包括品牌置入的遊戲機遊戲。

 

H. BRANDED TECH 品牌科技

The same entry can only be entered once in this section. Branded technology or digital solutions that have been utilised or harnessed in order to enhance a brand. 同一個案只能在本類擇一子類報名。品牌科技的定義是為增進品牌感受而運用或調整的科技或數位解決方案。

H01. Utility/Tool/Service (online/offline digital service/product/utility/tool) 功能/工具/服務(線上/線下數位服務/產品/功能/工具)Useful digital service or tool that creates brand value between the product and consumer and enhances the users lifestyle or behavior. 有用的數位服務或工具,能在產品與消費者間創造品牌價值,幫助使用者生活形態或行為

H02. Installation/Exhibit (including use of interactive screens) 裝置/展覽(包括互動螢幕運用)Digital demonstration in an outdoor/offline space. 在戶外/線下空間進行的數位展示

H03. Digital Billboard 數位看板 Outdoor/offline digital advertising. 戶外/線下數位廣告

H04. Data Visualisation 資訊視覺化 Visual representations of data and insight.數據與洞察的視覺呈現

 

I. INTEGRATED MULTI-PLATFORM CAMPAIGN (Online & Offline) 整合多媒體個案(線上與線下)

I01. Integrated Multi-Platform Campaign 整合多平台個案 Multiple online & offline executions. One of the elements can be offline providing that it either drives or is inherently necessary to the overall execution of the campaign. 多重線上與線下執行所構成的個案。在本質上對於整體個案的執行具有必要性或驅動整體個案的狀況下,其中一個元素可以是線下的。

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