CREATIVE COMMERCE

The same work can be submitted only once in this Section.

A01 Consumer Goods.
All fast moving & durable consumer goods, including food and drinks, toiletries, cleaning products, other household goods, other FMCG, clothing and accessories, furniture, consumer electronics and cars and automotive products & services.
* All fast food entries should be entered into A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains.

A02 Healthcare.
Pharma, OTC drugs, wellness.

A03 Travel, Leisure, Retail, Restaurants & Fast Food Chains.
All transport- and travel-related services, including public transport and tourism boards. All entertainment- and leisure-related services, including museums, festivals and gyms. All shops, including online retailers, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafés and bars.

A04 Media/Entertainment.
Music, film, television, publications and media, books, news, digital platforms and other media.

A05 Consumer Services/Business to Business.
All commercial public services, legal, financial, B2B technology, consultancies and professional services, other business services, internal and corporate communications.

Work in these categories will be judged on commerce creativity and channel innovation.

B01 Social/Influencer Commerce.
Work which harnesses social platforms to engage consumers and drive business results.

B02 Mobile-led Commerce.
The creative application of mobile commerce solutions which led to the optimisation of the customer journey, increased engagement and commercial success. This may include, but is not limited to apps, wallets, reward programs and hyper convenience.

B03 Entertainment Commerce.
The seamless integration of transactional commerce and entertainment content through unexpected partnerships and brand experiences. This could include, but not be limited to, long-form content, retail theatre, gaming, sports, music, virtual worlds, etc.

B04 Omnichannel Commerce.
Work that effectively integrates multiple conversion touchpoints in Social, digital and/or physical channels

B05 Innovative use of Commerce Channel.
Commerce work that demonstrates the inventive use of new or existing technology, platforms, media or channels.

B06 Commerce Media. NEW
Celebrating work that transforms commercial media spaces into powerful brand storytelling opportunities. This category recognises work that strategically harnesses retail media networks, shoppable formats, and commerce platforms to create meaningful connections at the moment of purchase decision. The work should demonstrate how media placement within the commerce ecosystem drives both engagement and measurable business impact.

Creative commerce work in this section should focus on engaging and captivating audiences both online and offline.

C01 Targeting, Insights and Personalisation.
Dynamic content that enriches the user’s shopping experience and drives engagement to achieve business results.

C02 Conversational Commerce. NEW
Work that uses messaging services, chatbots, voice assistants, customer assistance, etc. to improve the online shopping experience through real-time, personalised customer engagement.

C03 In-Store Experiences.
This could include, but not be limited to, offline retail promotions, store displays, pop-up stores and events, product sampling/trials, limited-edition products, etc.

C04 Customer Acquisition & Retention.
Online and offline work designed to attract or maintain customers, encourage customer activity and increase overall transaction value. This may include, but is not limited to, promotions, competitions, geofencing, app and social integration etc.

C05 New Realities & Emerging Tech.
Immersive experiences that creatively push the boundaries of technology within commerce. This may include but not be limited to AI, AR, VR, wearable tech and mobile devices, voice technology, blockchain technology, Web3, gamification, virtual worlds, the metaverse and all other emerging platforms. Does not include prototypes of early-stage technology.

C06 Brand Strategy. NEW
Innovative strategic solutions to brand challenges that have a tangible impact on customer experience and engagement.

Commerce work in this section should focus on the customer journey, ensuring a seamless experience at every touchpoint.

D01 End-to-End Commerce. NEW
Celebrating the entire customer journey, from initial awareness through to post-purchase. This could include, but not be limited to, UX, UI, user experience patterns, conventions, preferences, branding, etc.

D02 eCommerce Websites/Apps.
The creation of exceptional e-commerce B2B or B2C websites or apps. This may include, but is not limited to, the seamless user experience, functionality and the conversion rate of the website/app in order to drive sales.

D03 Payment Solutions. NEW
Creative use of payment solutions. This could include, but not be limited to, software and apps, blockchain technology, cryptocurrencies, NFTs, mobile wallet and reward programmes automation, delegated authority, hyper-convenience and order buttons. Does not include prototypes of early-stage technology.

D04 Sustainable Commerce.
This could include, but not be limited to, responsible consumption and production, packaging, economic models (i.e. replenishment), environmentally friendly shipping options, waste management, commerce for good, etc.

D05 Inclusive Commerce. NEW
Initiatives that have successfully designed and implemented commerce strategies prioritising inclusivity and accessibility for diverse audiences. Work that embraces inclusivity whether through product innovation, technology, or distribution, driving equitable economic participation and fostering a more diverse and empowered consumer base.

Creative and innovative work that's brought to life through deep cultural insight, regional context and progressive thinking.

E01 Challenger Brand. NEW
Brands that have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity.

E02 Social Behaviour.
Work inspired by a specific audience or community, relying on identifiable social behaviour. The work should demonstrate how leveraging insights into consumer behaviour can create a powerful connection with a brand.

E03 Breakthrough on a Budget. NEW
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. The work should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.

E04 Corporate Purpose & Social Responsibility.
Purpose driven work/brand activism which address social, ethical and environmental issues. The work should demonstrate how the brand’s purpose has created value and impacted communities by connecting customers to culture.

E05 Use of Humour. NEW
Work that celebrates the art of humour in branded communications, infusing wit, satire, and cleverness into campaigns that provide amusement and create memorable, laughter-inducing connections with audiences.

E06 Market Disruption.
Brands that have creatively adapted their strategy in response to local / regional / global issues, embracing new ways of delivering their brand while showing consideration for the consumer.

E07 Cultural Engagement. NEW
Work that honours marketers who craft strategic solutions rooted in the lived experiences of culturally grounded communities. This approach reflects and translates the nuances of customs, behaviours, and traditions that shape foundational perspectives on identity (e.g. disability, gender, race, orientation, age). Such insights reveal how diverse audiences choose brands and media experiences, driving growth and impact.