The final deadline for the Clio Entertainment Awards is fast approaching.
The competition, formerly known as the Clio Key Art Awards, has rebranded this year to emphasize its focus beyond key art and out-of-home advertising, encompassing everything in entertainment advertising — from digital to trailers to TV spots to experiences. And winning the huge competition comes with all the prestige of the Clio name.
Because Clio Entertainment is a Clio competition, you’re going to want to be careful about your entries — this is not a competition in which entrants can afford to be careless or sloppy. But competitors in every competition often make mistakes just because they didn’t know any better. So we asked Emily Seal, Associate Director of Entries and Judging for Clio Entertainment, what entrants can do to avoid those common pratfalls that can hurt entries. She gave us a ton of useful tips that are great for putting your entries in the best position to win.
Brave Dog: What makes a standout, award-worthy entry? Are there certain elements that judges look for almost as a base level, things that all good trailers must have?
Clio Entertainment: Clio’s judging criteria are creativity and originality and our jurors are constantly reminded to focus on those criteria when judging the work. Each medium has its own constraints, but we encourage the jurors to keep the Clio mission in mind while judging: “Clio honors creativity in its many forms. We surface work from around the world to identify creativity that not only moves consumers and makes icons of brands, but shapes a global industry.” When awarding the work, we encourage the jurors to ask themselves are:
- Is this work creative? Original? Inspiring?
- Is this work brave? Bold? Innovative?
- Am I jealous of this work? Do I wish I had done it?
- What does it say about our industry? What message does it send?
Brave Dog: Are there any categories that are underutilized by entrants, maybe one that more people could take advantage of but gets overlooked?
Clio Entertainment: Yes, the technique mediums: Audio/Visual Technique, Digital/Mobile Technique, Video Promo Technique & Print Technique. Entrants are already submitting their Digital/Mobile websites to be judged for the overall creativity and originality of the idea, but why not have it judged on the craft as well?
Brave Dog: What’s the most common entry error you see? What would save you a ton of time if everyone did it?
Clio Entertainment: Our team reviews all entries before they pass to the judging process. Some of the common errors we see when reviewing submissions include entries being miscategorized, campaigns submitted as single entries, URLs provided linking to videos instead of entrants uploading the video directly to the entry and the inclusion of agency names on submissions. Some helpful tips to avoid these common mistakes:
- Utilize our entry kit to closely review the medium and category definitions. Check to see if any other categories better suit your entry.
- Familiarize yourself with the difference between a campaign and a single entry. A campaign is a collection of single entries that are judged together as one.
- Be sure to upload all relevant media directly to your submission via our online entry system. When reviewing the entries, jurors are presented with this media first.
- Make sure your agency name is removed from all elements of the submission. As per Clio policy, all submissions remain anonymous during the judging process, this means no agency mention in or on any of the media (video, image or PDFs) or in the synopsis.
Brave Dog: In that same direction, are there common, easily avoidable mistakes that often cost entrants wins?
It’s really about thinking of your entry as a package you are presenting the jurors. Some questions we would ask entrants as they’re submitting:
- Are you providing a synopsis that explains why your entry is creative and original and why it fits in this particular medium and category? Do you need to provide context or background to convey the creativity and originality?
- Is your synopsis informative and succinct so that the jurors can digest the information easily?
- Have you provided all of the visuals available to you that would help the jurors understand your entry clearly? To this end, we suggest taking advantage of uploading as much media as eligible for your entry – the more visuals you can provide, the easier it is for jurors to understand your submission.
- Finally, if you submit a display or packaging entry and we contact you for a physical item for judging, take the time to send one. The physical items are particularly important for the judging of these mediums.
Brave Dog: Any other key useful tips you think entrants should know before they submit?
- We recommend case study videos should have a run time of 2-3 minutes. Jurors are reviewing numerous entries so providing them with clear and concise information is beneficial for the evaluation of your submission.
- In addition to our suggestions above, we think it’s important for entrants to consider that you may be submitting in to Clio Entertainment, but your piece could easily be eligible for any of our 5 other Clio programs (Clio Sports, Clio Fashion & Beauty, Clio Music, Clio Health, Clio Awards). For example we have a Theatrical, TV and Game trailer categories in the Use of Music medium in Clio Music. These programs are judged by different juries comprised of experts in each industry.
You can get all the additional Clio Entertainment information you need from the competition’s official website, clios.com/entertainment. The final deadline is Aug. 4, 2017, so get your entries in!
As always, the awards experts at Brave Dog are standing by to help, so call us! And keep being creative!