Craft Awards
Work in this category celebrates technical artistry. Entrants must show digital work with flawless design, masterful execution and outstanding user experience. This category judges the work not the individual.
CRF01: Excellence in Craft: Marketing Copywriting
For an excellent piece or body of copywriting work on a marketing campaign. This category cannot receive entries from multiple years.
Think City Lodge Hotels: Bedtime Stories for Business People and Reusable Ads; PPS: Finding the Forgotten Graduate
Jury Panel: Marketing Craft Panel
CRF02: Excellence in Craft: Research
For excellent research that delivered a new insight that enhanced a campaign or publication. This category cannot receive entries from multiple years.
Entry needs to clearly define what insight(s) were sought, and the business rationale/opportunity behind it. Research results need to be presented in a quantitative as well as qualitative manner e.g. size of the research pool, and which method was used to gain insights.
Think PPS: Finding the Forgotten Graduate
Jury Panel: Marketing Craft Panel
CRF03: Excellence in Craft: Interface Design
The design of exceptional engaging interactive digital experiences. Winners in this category should show exceptional design craft, content design and interaction design. The design should elevate and support the overall user experience and user interface to deliver a world-class experience.
Think MakeReign Website; V&A Waterfront: Joy From Africa; PPS: Finding the Forgotten Graduate, AB InBev: #ReclaimYourDNA
Jury Panel: Builders Panel
CRF04: Excellence in Craft: Software, Coding & Tech Innovation
Awarded for demonstrable excellence and innovation in coding or use of technology in an online campaign or platform. Special attention is weighted to the inventive use of an existing or new technology or group of technologies to enhance the user experience and/or brand communication. This can include but is not limited to, smart automation, apps, on-demand services, content crowdsourcing, cloud services and marketplaces.
Think The Riky Rick Foundation: Stronger; Sanlam Savings Jar, PPS: Finding the Forgotten Graduate, AB InBev: #ReclaimYourDNA
Jury Panel: Innovative Engineers Panel
CRF05: Excellence in Craft: Strategy
For demonstrable excellence in strategic thinking. Entries in this category will be judged on how the strategy unlocked insights and understanding of consumer behaviours/needs in order to develop a customised media strategy to meet a client’s specific business objectives, marketing goals and overall brand’s positioning.
This category cannot receive entries from multiple years
Think Volkswagen: Nightschool; Sanlam: LI:FE of Confidence; AB InBev: Bread of the nation, Volkswagen Polo: Game On
Jury Panel: Marketing Craft Panel
CRF06: Excellence in Craft: UX
This category celebrates digital experiences that seamlessly merge strategic thinking with functional design, setting the stage for interactions that leave a lasting and positive impression on users. This category distinguishes itself from User Interface as the focus is on functional, effective and seamless experience.
Think PPS: Finding the Forgotten Graduate, Woolworths retail app
Jury Panel: Builders Panel
CRF07: Excellence in Craft: Online Video / Moving image
Creative use of online video and digital footage with technical skill involved, including 360 and interactive video. This category cannot receive entries from multiple years.
Rationale for using the chosen technical and production methods should be shared, together with planned outcome, be it media performance, PR, innovation capability enhancement, etc.
Think Volkswagen Commercial Vehicles: #VWDezemba2.0; Capital Legacy: Final Say; Sanlam: LI:FE of Confidence
Jury Panel: Marketing Craft Panel
CRF08: Excellence in Craft: Social Media Community Management
For excellent community management that builds, engages and maintains a highly engaged audience while cultivating an overwhelmingly positive sentiment for the brand. This can be either campaign-specific or as part of a long-term consumer engagement strategy. In both cases, business objectives and KPIs need to be shared.
Think Engen Community Management; Nandos Voice of the People
Jury Panel: Social, Community and Influencer Marketing Panel
CRF09: Excellence in Craft: Digital Media
For best and most innovative use of paid digital media (including organic search). Entrants are required to demonstrate creativity and technical expertise that takes the work beyond a standard digital strategy.
Think Vodacom Hearing Challenge; Nestle: Brewing with Data, Nedbank CIB Brand: We're Not Green for Nothing
Jury Panel: Performance Marketing Panel
CRF10: Excellence in Craft: Use of Sound
For best and most accomplished use of music and/or sound in a digital application, site, video or installation including sonic branding, music/brand partnership, and music-initiated campaigns etc.
Think The Riky Rick Foundation: Stronger; Chicken Licken: Gwijo Formations; Afrisam: The Vluit Project; Nedbank: A Story of Sound and Wine, Coca-Cola: Beatcan campaign
Jury Panel: Marketing Craft Panel
CRF11: Excellence in Craft: Interactive Design
For excellence in experiential, Augmented Reality and Virtual Reality and game design, resulting in entertaining experiences for users. Including but not limited to immersive systems, video mapping, window on world systems (WoW) and telepresence.
Think WESGRO: Made in the Cape Market; Game: GAME; PPS: Finding the Forgotten Graduate, AB InBev: #ReclaimYourDNA
Jury Panel: Innovative Engineers Panel
CRF12: Excellence in Craft: Voice Experience Design
For creative design practice centred around the use of voice assistants or conversational design using voice user interfaces. A demonstration of a clear understanding of how people naturally communicate with their voices and evidence of sophisticated design for voice interaction, experience and services supporting the marketing process.
Think Nissan: Shwii
Jury Panel: Innovative Engineers Panel
CRF13: Excellence in Craft: Digital Content Marketing
A demonstration of the innovative use of content marketing to engage an audience and grow its long-term value. Pure content marketing has a content-first approach (I.E the content is the product, and the brand is secondary).
Think Volkswagen Night School; PPS: Finding the Forgotten Graduate
Jury Panel: Marketing Craft Panel
CATEGORY CRITERIA: CRAFT
Please also see the Categories & Criteria PDF for more detail on each sub-category
Creative Excellence & Quality of Work Produced: 60%
Innovation & Technical Accomplishment: 40%
Previous entrants:
Please specify the updates and provide meaningful evidence of what has changed and improved across the above criteria. Please note that CRF01, CRF03, CRF06, and CRF08 cannot be entered in over multiple years.
Points awarded:
Yes. Please refer to the ranking methodology in the entry guideline supporting document.