How to craft your entry
Once you feel confident with your category selection, it’s time to think about how best to tell your story.
Allowing yourself enough time to do this thoroughly gives you the best chance of success. According to previous entrants, Eurobest is a fantastic opportunity to:
Learn how to present your case convincingly for an audience that may not have cultural familiarity
Reflect on how well you're balancing creative excellence with results orientation
Better understand how your work measures up against the competition
Yenan Wang Head of Live, Agency at TikTok Entertainment Jury Member Eurobest 2022
"Include a hook at the beginning to get the Jury’s attention quickly. Get the key idea across early and then make the way it's presented really entertaining.”
The written submission is a compulsory element for every Award and an opportunity for you to tell the Jurors everything they need to know about your work. Include as much relevant information as you can to paint a full picture of your objective and your results. But keep it simple and easy to digest. Often, the first thing the Jury looks for when differentiating between shortlisted pieces and metals is how the objective links to the outcome. The clearer you can make this, the better.
When sitting down to write your submission, ask yourself:
1. What problem is your work solving?
2. What is it about your work that got people talking?
3. What do you want the Jurors to feel?
4. What was the impact of your work?
Broderick Hicks SVP, Head of EMEA, Wasserman Entertainment Jury President Eurobest 2022
“The submissions should entertain as much as the actual work. We review a lot of work, usually in batches at a time, and the ones that stand out are the ones that entertained us and made us feel something.”
The supporting materials are some of the most important elements of your entry. They are what the Jurors will examine, watch and read during their decision-making. Each Award has different material requirements. Some elements are mandatory, others recommended or optional. Below is an overview of the entry requirements – please see Entry Kit 1 for the full list, plus formatting guidelines. Regardless of the Award you’re entering, some general rules to remember are:
All case films and presentation images must be in English.
Work that was not originally published in English (TVCs, print ads, billboards, etc.) can be translated or subtitled exactly as it was published or aired so that it can be understood by the English-speaking Jury.
If translating original video work, please note that dubbing is not allowed. Voiceovers can be translated, but visible speech must be kept in the original language and subtitled.
Supporting materials must not contain any reference to your agency or any contributing creative companies or individuals.
The presentation image is compulsory across many Awards. This is a visual presentation of your work, including images and English text, concisely summarising the brief, execution and results. It is regularly referenced by Jurors and should provide an engaging, easy-to-digest overview of the work.
ADOBE X BOWIE | ADOBE 2022
DENTSU CREATIVE, AMSTERDAM GRAND PRIX EUROBEST DIGITAL CRAFT
Tamara Greene Managing Director, Global Brands for Havas Creative Group Brand Experience & Activation and Creative Commerce Jury President Eurobest 2023
“Just because somebody saw it – who cares? But if they saw it and did something, ideally the thing you set out to do, that's great. Just impressions alone, that's hygiene. It's what they've done with those impressions, like the step after it, that's more important."
The case film is not obligatory for all the Awards, so make sure you check Entry Kit 1 to see if you need to create one. A case film gives you an extra opportunity to introduce and explain your work. It can act as the face of your entry, so keep it under 2 min, include cultural context and reference your original objective and final outcome. The case film will be displayed publicly on our intelligence platform The Work.
THE NIGHT IS YOUNG | HEINEKEN 2022
PUBLICIS ITALY, MILAN GRAND PRIX EUROBEST INTEGRATED
Mel Routhier Chief Creative Officer, VMLY&R Chicago Health & Wellness Jury President Cannes Lions 2023
"Simplicity, simplicity, simplicity. The more simply you can tell your story, the better. Your idea needs to come through really clearly. And don’t copy and paste. We are aching for information, just that little bit extra can turn an entire Jury."