Digital Craft
The Digital Craft Lions celebrate technological artistry.
The work should demonstrate exceptional form and function in a digital context. It should have a flawless design and masterful execution and offer an outstanding user experience created for all digital environments that moves a brand forward.
The work should demonstrate exceptional form and function in a digital context. It should have a flawless design and masterful execution and offer an outstanding user experience created for all digital environments that moves a brand forward.
Overview
The main criteria considered during judging will be the execution and experience.
There is no overall limit to how many times the same piece of work can be entered into Digital Craft.
All case films, films, demo films and original content must be subtitled in English.
There is no overall limit to how many times the same piece of work can be entered into Digital Craft.
All case films, films, demo films and original content must be subtitled in English.
A. Form
The overall creative aesthetic value of the work entered in both sound and visuals.
A01 Digital Illustration & Image Design.
Creative application of illustration within a digital context and digital manipulation of still imagery including photography.
A02 Video/Moving Image.
Creative use of online video and digital footage with technical skill involved. This includes but is not limited to 360 and interactive video.
A03 Motion Graphics Design & Animation.
Creative use of motion graphics design and animation in a digital context.
A04 Music/Sound Design.
Creative use of music and/or sound design. This includes but is not limited to sonic branding, music/brand partnerships and music-initiated work.
A05 Overall Aesthetic Design (incl. UI).
The overall achievement in aesthetic composition and fluidity of digital/graphic design.
A06 UX & Journey Design.
Design practice focused on the emotional and behavioural response to a digital product or service with relevant, seamless and consistent user experience at every point of interaction, with particular focus on the overall support, structure and usability.
A07 Experience Design: Multi-Platform.
Immersive large- or small-scale digital experiences and events that are set up to engage and strengthen relationships with the consumer. This may include but is not limited to VR, AR, installations, voice-activated technologies, multiscreen/multidimensional experiences, the metaverse and virtual worlds. Does not include prototypes of early-stage technology.
A01 Digital Illustration & Image Design.
Creative application of illustration within a digital context and digital manipulation of still imagery including photography.
A02 Video/Moving Image.
Creative use of online video and digital footage with technical skill involved. This includes but is not limited to 360 and interactive video.
A03 Motion Graphics Design & Animation.
Creative use of motion graphics design and animation in a digital context.
A04 Music/Sound Design.
Creative use of music and/or sound design. This includes but is not limited to sonic branding, music/brand partnerships and music-initiated work.
A05 Overall Aesthetic Design (incl. UI).
The overall achievement in aesthetic composition and fluidity of digital/graphic design.
A06 UX & Journey Design.
Design practice focused on the emotional and behavioural response to a digital product or service with relevant, seamless and consistent user experience at every point of interaction, with particular focus on the overall support, structure and usability.
A07 Experience Design: Multi-Platform.
Immersive large- or small-scale digital experiences and events that are set up to engage and strengthen relationships with the consumer. This may include but is not limited to VR, AR, installations, voice-activated technologies, multiscreen/multidimensional experiences, the metaverse and virtual worlds. Does not include prototypes of early-stage technology.
B. Content
The creative use of content, placement and delivery of messages in a digital context.
B01 Cross-Channel Storytelling.
Creation of cross-platform digital content that develops or embodies a brand identity. This may include, but is not limited to, desktop, rich media, mobile, wearable technology, outdoor installations, billboards, retail experiences, etc.
B02 Real-Time Contextual Content.
Creation of real-time or near-real-time content allowing brands to respond to world events, public affairs and other real-world, real-time activity in an immediate and meaningful way.
B03 Personalised Storytelling & Experience.
Dynamic, intuitive, targeted and highly relevant content or digital experiences created for specific audiences.
B04 Excellence in Image Description. NEW
Beautifully crafted and effective image descriptions used to convey information, establish a mood and express a brand for people who are blind and partially sighted.
* The image description should be complete, accurate, and concise and all work must have run within the eligibility period.
B01 Cross-Channel Storytelling.
Creation of cross-platform digital content that develops or embodies a brand identity. This may include, but is not limited to, desktop, rich media, mobile, wearable technology, outdoor installations, billboards, retail experiences, etc.
B02 Real-Time Contextual Content.
Creation of real-time or near-real-time content allowing brands to respond to world events, public affairs and other real-world, real-time activity in an immediate and meaningful way.
B03 Personalised Storytelling & Experience.
Dynamic, intuitive, targeted and highly relevant content or digital experiences created for specific audiences.
B04 Excellence in Image Description. NEW
Beautifully crafted and effective image descriptions used to convey information, establish a mood and express a brand for people who are blind and partially sighted.
* The image description should be complete, accurate, and concise and all work must have run within the eligibility period.
C. Data & AI
The presentation of data and artificial intelligence used to enhance brand experience.
C01 Data Storytelling.
The creative use of data to convey a brand story. The work should demonstrate how the curated data/insight was used in order to engage or develop a meaningful relationship with a specific audience, culture or community.
C02 Real-Time Usage & Targeting.
The creative application of real-time near-real-time contextual data. This could include, but not be limited to, GPS, time, weather, real-time social trends and transactional data to deliver an experience in a creatively engaging way.
C03 Data Visualisation.
Creative visual representation and presentation of digital data and insights.
C04 Curation of Data.
The creative collection, tracking and use of multiple sources of data to deliver a strategically and creatively insightful user experience or piece of design/content in a unique and significant way. This may include, but is not limited to, non-traditional interfaces, user data capture, artificial intelligence, machine learning, social listening/analytics, GPS, internet of things, biometrics, etc.
C05 AI Storytelling.
The creative use of artificial intelligence to engage or develop a meaningful relationship with a specific audience or community. The work should demonstrate how true intelligence or machine learning was utilised.
C01 Data Storytelling.
The creative use of data to convey a brand story. The work should demonstrate how the curated data/insight was used in order to engage or develop a meaningful relationship with a specific audience, culture or community.
C02 Real-Time Usage & Targeting.
The creative application of real-time near-real-time contextual data. This could include, but not be limited to, GPS, time, weather, real-time social trends and transactional data to deliver an experience in a creatively engaging way.
C03 Data Visualisation.
Creative visual representation and presentation of digital data and insights.
C04 Curation of Data.
The creative collection, tracking and use of multiple sources of data to deliver a strategically and creatively insightful user experience or piece of design/content in a unique and significant way. This may include, but is not limited to, non-traditional interfaces, user data capture, artificial intelligence, machine learning, social listening/analytics, GPS, internet of things, biometrics, etc.
C05 AI Storytelling.
The creative use of artificial intelligence to engage or develop a meaningful relationship with a specific audience or community. The work should demonstrate how true intelligence or machine learning was utilised.
D. Technology
The value of applied technology as a platform for creative digital content and how it is executed to enhance the user experience.
D01 Innovative Use of Technology.
Existing or new technology used to enhance the user experience and/or brand communication. This could include, but not be limited to, smart automation, AI applications, chatbots, avatars, virtual influencers, utility apps, on-demand services, content crowdsourcing/distribution, cloud services and marketplaces. Does not include prototypes of early-stage technology.
D02 Native & Built-In Feature Integration.
The creative use of built-in and existing integral features of a mobile/desktop or other digital device. This includes cameras, microphones, touchscreens, Bluetooth, mobile sensors, GPS, etc.
D03 Technological Achievement in Digital Craft.
Digital creative work that balances beautifully executed aesthetic craft with an unparalleled level of technical understanding/advancement in order to contribute to the overall progress of digital communications/experiences.
D04 New Realities & Emerging Tech.
The creative application of immersive experiences that creatively push the boundaries of technology within digital craft. This could include, but not be limited to, AI, AR, VR, XR, wearable tech and mobile devices, voice technology, video mapping, blockchain technology, gamification, virtual worlds, the metaverse and all other emerging platforms. Does not include prototypes of early-stage technology.
D01 Innovative Use of Technology.
Existing or new technology used to enhance the user experience and/or brand communication. This could include, but not be limited to, smart automation, AI applications, chatbots, avatars, virtual influencers, utility apps, on-demand services, content crowdsourcing/distribution, cloud services and marketplaces. Does not include prototypes of early-stage technology.
D02 Native & Built-In Feature Integration.
The creative use of built-in and existing integral features of a mobile/desktop or other digital device. This includes cameras, microphones, touchscreens, Bluetooth, mobile sensors, GPS, etc.
D03 Technological Achievement in Digital Craft.
Digital creative work that balances beautifully executed aesthetic craft with an unparalleled level of technical understanding/advancement in order to contribute to the overall progress of digital communications/experiences.
D04 New Realities & Emerging Tech.
The creative application of immersive experiences that creatively push the boundaries of technology within digital craft. This could include, but not be limited to, AI, AR, VR, XR, wearable tech and mobile devices, voice technology, video mapping, blockchain technology, gamification, virtual worlds, the metaverse and all other emerging platforms. Does not include prototypes of early-stage technology.