Call for entries


1. Food

All savoury foods, including fast-food products, pasta, eggs, meats, oils, sauces, butter, cheese, margarine, natural yoghurt, pet foods etc.

2. Confectionery & Snacks

Chocolates, sugar confectionery, jams, desserts, nuts, biscuits, salted snacks, chewing gum, ice cream etc.

3. Alcoholic Drinks

All alcoholic drinks: wine, beer, cider, spirits etc.

4. Non-alcoholic Drinks

Soft drinks, fruit juices, tea, coffee, mineral water and milk-based drinks.


5. Health & Beauty

Optical, medical and dental services, toothpastes, condoms, toiletries, tissues, soaps, diapers, shaving products, perfumes, cosmetics, deodorants, hearing aids, hair care and solar protection products, beauty institutes, spas, bath and shower additives etc.

6. Prescription and OTC Products

Advertising for pharmaceutical and related products and services aimed at the general public or at the medical profession.

7. Fashion, Footwear & Personal Accessories

Including sportswear, swimwear, lingerie, shoes, socks, stockings, hats, gloves, eyewear, writing instruments, wrist watches, jewellery, luggage, hand bags, smoking materials and other portable accessories.


8. Luxury & Premium Brands

Luxury fashion and accessories, artisanal and custom-made products, furnishing and housewares, tailoring, jewellery, premium cosmetic products, upscale hotels and resorts, elite travel experiences, value-added services, high status technology, luxury automobiles and other automotive, private aircraft, yachts and motorboats, wines and champagnes.


9. Household Maintenance

Paints, detergents, household cleaning products, air fresheners, insecticides, gardening equipment, plant foods, batteries, adhesives, food containers etc.

10. Homes, Furnishings & Appliances

Property, furniture, floor coverings, domestic appliances, kitchenware, televisions, home cinema, security systems, solar heating and all public utilities providing water, gas, electricity etc.

11. Personal Electronics & Devices

Computers and laptops, phones, tablets, media players, smart watches and wearable technology.


12. Vehicles, Automotive Services & Accessories

All vehicles including SUVs and people carriers, trucks, vans motorcycles, ambulances and other service vehicles. Tyres, petrol, oil, spare parts and accessories, in-car entertainment, GPS etc.


13. Communication & Public Services

Telecoms service providers, broadband, postal and courier services, yellow pages, directory enquiries, schools, search engines, energy and utility providers. (See category 19 for individual television channels and programs.)

14. Transport & Tourism

Airlines, railways, car rentals, cruises, tour operators, tourist boards, hotels, resorts, driving schools, and all forms of public transport.

15. Restaurants, Bars & Cafés

Advertising and promotions for independent or chain restaurants, fast-food services, bars and cafés.

16. Retail Services

Supermarkets, department stores, independent or chain and Internet shopping.

17. Financial Services

Banks, insurance, credit cards, pension plans, investments and related online services, etc.

18. Online & Mobile Services

Any traditional advertisement for services found and made possible by web and mobile environment. Web dating, food delivery, housing, transportation services, music libraries etc.


19. Media

Consumer advertising for books, films, newspapers, magazines, radio stations, television channels and programmes, including related apps, websites etc.(see category 24 for business to business media ads).

20. Recreation & Leisure

Video games, cameras, musical instruments and accessories, lotteries, scratch cards, festivals, concerts, toys, bicycles, dating services, exhibitions, amusement parks, gymnasiums, museums, sporting goods and sporting events, hotels and resorts etc.


21. Public Interest – Health & Safety

Road safety, diet & exercise, anti-smoking or anti-alcohol campaigns, sexually transmitted diseases, workplace safety etc.

22. Public Interest – Social

Homelessness, children’s rights, gender issues, cruelty to animals etc.

23. Public Interest – Environment

Climate change, pollution, nature conservation etc.

The Public Interest categories are sponsored by Euronews and ACT Responsible. 



24. Professional Products & Services

Office supplies, furnishings, industrial and agricultural equipment, packing materials, media sales, temporary help, language schools, learning institutions, trade fairs, communication, recruitment and translation agencies, video surveillance etc.

25. Corporate Image

Communication programmes whose primary function is to promote the reputation of a corporation as opposed to its individual products or services (now allows online films).


26. Radio Advertising

Radio commercials for all products and services, judged on originality and craft (a script, in English, must accompany each entry).


(samples recommended where appropriate)

27. Consumer Direct

Direct marketing operations aimed primarily at the general public.

28. Business to Business Direct

Direct marketing operations aimed primarily at professional target groups.


(samples recommended where appropriate)

29. Topical & Real-Time Advertising

Advertisements or campaigns inspired by the news. Rapid or immediate responses to breaking news, headlines, current affairs or very recent topical events.

30. Media Innovation - Traditional Media

Advertising and media planning that uses conventional media, including digital, in an original way.

31. Media Innovation - Alternative Media

Advertising and media planning that invents a new medium to carry its message; ambient, stunts, guerrilla marketing, installations etc.

32. Creative Technology

Objects or devices invented exclusively for a brand or a campaign, including vending machines, wearable technology, interactive installations etc.

33. Creative Use of Data

Campaigns or individual pieces of work that are inspired or based on data.


34. Films & Series

Operations involving films or web series designed to reinforce brand values in the context of entertainment and/or original content.

35. Music Videos

Any music video created as branded content for an advertiser or the promotion of the artist in question.

36. Branded Games

Offline as well as online, mobile, tablet or video games created specifically for brands, or product placements that enhance a player’s experience of the game.

37. Native Advertising

Original content that complements or reflects the editorial environment in which it appears, conveying a brand message yet providing engaging information or entertainment for the audience.

38. Product & Brand Integration

Operations which promote branded products or services via appearances in pre-existing films, television shows or other media, and which enable brands to gain or reinforce status from the context in which they are placed.


(samples recommended where appropriate)

39. Public Relations

Sponsorship, PR campaigns and other activities designed to achieve specific objectives in the media on an unpaid basis (print, broadcast and digital).

40. Events

Exhibitions and special events designed to engage consumers and visitors with the values of a brand.

41. Promotions & Incentives

Brand activation and CRM programmes, loyalty schemes, special offers, competitions, in-store activities, merchandising, tie-ins etc designed for immediate results or to reinforce long-term customer relationships.

42. Experiential & Shopper Marketing

Installations or campaigns allowing consumers to engage directly with the brand, physical brand spaces such as exhibitions, museums and pop-up stores, in-store displays and merchandising, operations targeting consumers at the point of sale.


43. Copywriting & Storytelling

Exceptional writing, whether in a print advertisement, a film, or a piece of branded entertainment. Elegant phrasing, wit, sparkling dialogue, or simply a moving story.

44. Direction & Cinematography

Including lighting, camera angles, art direction, set design, casting, costumes, acting and other on-set considerations that contribute to the overall appreciation of a commercial independently of the creative idea.

45. Post Production & Visual Effects

Editing, color grading, compositing and all other post-production considerations that enhance production values and contribute to the overall appreciation of a commercial independently of the creative idea.

46. Animation

Including traditional, stop-motion and computer-generated techniques, used exclusively or in combination with live action to contribute to the overall appreciation of a commercial independently of the creative idea.

47. Best Use of Sound

A creative idea driven or enhanced by its sound design.

48. Best Use of Music

A creative idea driven or enhanced by the selection and use of music.

49. Print Craft

Aesthetic considerations, including art direction and copywriting that contribute to the overall appreciation of print advertising independently of the creative idea.

50. Advertising Photography

Original photography, including digital imaging, used for commercial communications (finished ads only; work must be entered as it appeared in the media).
Enter the Lürzer’s Archive / Epica Advertising Photography Award for photographers 

51. Illustration

Illustrations used in the context of commercial communication only.


(samples recommended where appropriate)

52. Graphic Design

Logos, letterheads, typography, etc.

53. Publication Design

Brochures, annual reports, catalogues, calendars, postcards, etc.

54. Packaging Design

All packages, containers, covers and labels for products and services listed under categories 1 to 25 above.

55. Brand Identity

The creation or redesign of the entire visual identity of a brand, from logo and font styles to graphic elements, digital presence, stationery, signage etc.

56. Product Design

Furniture, objects, toys etc. created for the client in a marketing context.


(Websites, campaigns, games and other operations involving digital content. Digital work may also be entered in industry specific categories 1 to 25)

57. Websites

Innovation and creativity in the design of sites and microsites; sites with a specific brand objective.

58. Online Ads

Animated banners, pop-up ads etc.

59. Online & Viral Films

Web commercials and virals produced primarily for online viewing.

60. Social Networks

Operations relying primarily on targeted community applications, microblogging services and other user generated content.

61. Mobile Sites & Apps

Apps and sites for mobile or tablet devices created specifically for branding or promotional purposes.

62. Mobile Campaigns

Operations created specifically for mobile environments, for example using GPS technology.

63. Virtual or Augmented Reality

All virtual reality or augmented reality campaigns and applications created for the client in a marketing context.


64. Integrated Campaigns

Operations using at least three different media for a synergistic effect.


65. Humour in Advertising

A special category for advertising and branding using humour to convey messages, including film, print, digital and alternative media.