How to win awards in 2024

We are specialists in creating award entry films.  Our experience has been built over 13 years and we are happy to share some of our top learnings with you.  Whatever sector you work in there will be important awards you enter and a win will have a positive effect on your business. An award entry film sits alongside the written entry, giving the judges an immediate sense of the work you did and why it should win.  If you don’t currently create a film, maybe you should….

A WIN IS OFTEN BIGGER THAN YOU THINK

Sounds obvious, but there is a lot of supporting data to prove that marketing and finance teams should be working together on creativity in general. Also bear in mind that for some awards, judges could be your potential clients one day. Enter a killer submission and they could be knocking on your door.  Look at the stats….

Large award-winning companies enjoyed a 48% increase in operating income and a 37% growth in sales when compared to non-award winners. Smaller award-winning companies saw a 63% increase in operating income and 39% growth in sales compared to non-winners.

A study compared the financial performance of 120 award-winning companies across Europe against their industry competitors, tracking their results over 11 years. The award winners showed improvements after just a year of winning their first award. Source: University of Leicester for the British Quality Foundation and the European Foundation for Quality Management.  

Three years after receiving an award, the 120 award-winning companies outperformed their rivals by an average 17% for sales and 36% for share value. By the 11th year, the award winners were, on average, growing sales by 77% more than comparison companies and operating income by 18% more.  Sounds obvious, but there is a lot of supporting data to prove that marketing and finance teams should be working together on creativity in general. Also bear in mind that for some awards, judges could be your potential clients one day. Enter a killer submission and they could be knocking on your door.

Source: University of Leicester for the British Quality Foundation and the European Foundation for Quality Management.

DON’T UNDERESTIMATE THE POWER OF THE FILM

“A win is down to the work, but also down to how you present it”.  The film you submit is often the first thing the judges see and if it piques their interest you’re a long way along the road to success. Once it’s grabbed them they find it tough to forget, so they dig deeper into your written entry with the aim of wanting you on the shortlist.

FIND THE STORY, THEN TELL THE STORY… SIMPLY

We get it, it’s hard to get away from the detail of the work when you’ve been so engrossed in it and so proud of it. But judges want you to keep it simple. They want you to find the story and then tell it so it immediately resonates. Leave the detail for your written submission. A lot of great work loses because the entry became too complex.

RESPECT THE CLASS

Your entry MUST be relevant to the class you are entering. In the right category it would score a win, in the wrong category the same campaign would fail to impress. So if you are entering it into more than one class you must rewrite the submission so it meets the class criteria. This one is the most often ignored and yet the most easy thing to do. Ignore it at your peril!

SET THE CULTURAL CONTEXT

For international awards, many judges won’t be from the UK so won’t know the context in which your work was important. What was happening in this part of the world that made this campaign important? Make sure you tell them.

NO-ONE WANTS YOU TO BE TRENDY

Don’t get wrapped up in trends. Do get wrapped up in the quality of the work and the problem it solved.

COLLECT THE ASSETS AS YOU GO

If you’re working on a project that you are particularly proud of, task the team to collect assets as they go.  Don’t leave it til the end, it’s often too late by then.  By assets we mean anything visual that’s related to the work, good PR coverage, social media commentary, etc, etc.  Having great assets makes the creation of the film easier and more affordable.  

 

milsensmith