We consult the industry to constantly review the Awards and the categories that sit within them, ensuring they keep pace with industry changes and maintain relevance as the benchmark for European creativity. For 2023, we introduced the following changes:
Introducing the evolved Entertainment Eurobest Award
The Entertainment Eurobest Award now includes a Branded Gaming section.
Gaming platforms are increasingly being used as a means of creative expression. This is evident both in the number of submissions and the amount of winning work involving gaming platforms. This change has been introduced to celebrate work that uses gameplay to make a difference.
To be successful, work will need to demonstrate how brands successfully tapped into complex gaming communities and seamlessly added real value to the overall gaming experience while driving commercial success.
GENDER SWAP | WOMEN IN GAMES 2022
BETC, PARIS SILVER EUROBEST ENTERTAINMENT
THE BVG HEMPTICKET - COME HOME, CALM DOWN | BVG - AÖR 2022
JUNG VON MATT AG, HAMBURG GOLD EUROBEST PR
Refresh to the Media Eurobest Award
A new section, Insights & Media Strategy, has been added to the Media Eurobest Award. It seeks to celebrate the craftsmanship of harnessing media to deliver a brand message and change behaviour or engage consumers at scale.
Section E: Excellence in Media Craft, is now accessible only to independent media agencies and companies owned by media networks (including independent networks). This section sits outside the existing maximum limits for entry within this Award.
Retiring the Mobile Eurobest Award
Mobile devices are embedded in work across every channel and discipline. Over the past number of years, mobile-led creativity has been expanding into many different Awards, from Direct and Entertainment to Healthcare and Commerce.
To reflect this shift, the categories in the Mobile Award have been integrated across the relevant Eurobest Awards.
STAYBL | DEUTSCHE PARKINSON VEREINIGUNG E.V. 2022
HAVAS, DUSSELDORF GOLD EUROBEST MOBILE
THE VIRTUAL HEINEKEN SILVER | HEINEKEN 2022
PUBLICIS ITALY, MILAN GRAND PRIX EUROBEST SOCIAL & INFLUENCER
Introducing the metaverse across the Eurobest Awards
Eurobest 2023 will see the introduction of the metaverse into categories focused on new realities and emerging tech. For the purposes of the Awards, the use of the metaverse is defined as ‘the creative application of immersive experiences which creatively push the boundaries of technology’.
Other category descriptions across the Eurobest Awards have been expanded to include virtual worlds, new realities and the associated technology and innovations.
Embedding sustainability across the Eurobest Awards
Eurobest is a proud member of Ad Net Zero. As part of this, we want to support the industry’s drive to reduce the carbon impact of developing, producing and airing creative work to real net zero by 2030.
Starting this year, all entrants will be encouraged to provide information that outlines their carbon emissions as part of the production process. In this first year, the information won’t be used as part of the judging process but will be used to understand the state of play across European creativity.
CIRKULÄR | IKEA 2022
HAVAS, DUSSELDORF GRAND PRIX EUROBEST MEDIA
WHEN HARRY MET SANTA | THE NORWEGIAN POSTAL SERVICE - POL 2022
POL, OSLO GOLD EUROBEST FILM
A drive for diversity, equity and inclusion
For 2023, entrants will be encouraged to provide information about the composition of the teams involved ‘behind the camera’ and any relevant information about the brand or agency’s DE&I agenda. While this information won’t be part of the written submission and so won’t contribute towards judging, it is intended to measure progress and help inform future criteria.
Introducing cultural context across the Eurobest Awards
As Eurobest welcomes submissions from across Europe, a broad range of cultural contexts shape and influence each piece of work. These cultural insights may not be clear to everyone in the judging panel, so it’s very important for the Jury to understand the cultural nuances of a particular piece of work and why it is significant in the market where it ran.
To ensure equal opportunities for success, entrants can now include the cultural context behind each piece of work. This includes a detailed explanation of the cultural intricacies surrounding the work and its significance in the specific market where it was implemented.
PORTUGUESE (RE)CONSTITUTION | PENGUIN RANDOM HOUSE PORTUGAL 2022
FCB, LISBON GRAND PRIX EUROBEST DESIGN