As nomination Craft appeared in the Kiev International Advertising Festival for the first time this year, the KIAF organizing committee issued additional clarifications for these contests l. One of the main advantages of the competition is to evaluate the works not in general and not only its ideas, but the contribution of specific staff in the quality and implementation of ideas into practice.

Works for the competition can be provided by: concrete personalities, studios of video and audio production, advertising agencies and clients. Awards of these contests note first of all the merits of particular professional: director, copywriter, editor and so on.

If the general idea of competitions is more or less clear, lets move on to more detailed explanation of each category:

 

Film craft

Criteria for evaluation of the jury

The jury notes the quality of skill shown in the process of advertising film creating. Taken into account, for example, the quality of direction, copywriting or editing, skillful use of music or sound design, depending on the category. The idea behind the execution, and related to the client or brand, should not be taken into account by the jury, or should be taken into account in small measure. Sure, often the idea and execution are so intertwined and interrelated, that the idea may not always be ignored completely.
If a film or TV commercial creates a pleasant and memorable aesthetic experience, regardless of topic, product, customer or ideas, it can achieve success in the category Craft, even if it has received awards in other contests.
The jury will take into account the level of emotional connection with the work, and if this work adds something to the idea or execution.

 

Contest categories

E-1. Production + production design
Recognition of the complex and ambitious, but seemingly natural solution of the entire production team. Including original and overall style.

Exhibiting work and noted in the diploma: Producer, production, agency, client

E-2. Direction
Directing use of audiovisual elements: set design, casting, location, art direction, sound, style and cinematography. Including - director's version of editing.
Exhibiting work, and noted in the diploma: Director, production, agency, client

E-3. Cinematography
The unique visual style that complements the concept that can include Table Top.

Exhibiting work, and noted in the diploma: Director, cameraman, production, agency, client

E-4. Editing
The contribution of editor in a general sense / tone and effect of the movie.

Exhibiting work, and noted in the diploma: editor, director, post-production, production, agency, client

E-5. Copywriting
Skill writer - original concepts and language.
Exhibiting work, and noted in the diploma: idea author, copywriter, agency, client

E-6. Music & sound design

The original score, jingle or music, a unique creative arrangement or adaptation of existing pieces of music.
Inventive and artistic use of sound effects, voice, or other items that fit and enhance the visual images.
Exhibiting work, and noted in the diploma: Sound engineer, composer, sound production, production, agency, client

E-7. Visual / Special effects & Computer graphics
Creation and integration of unique visual elements, including but not limited to photorealism, regardless whether they are achieved in the process of shooting or in post-production process.
Exhibit of work and indicated in the diploma: supervisor, director, cameraman, post-production, production, agency, client

E-8. Animation
Design and use of any type of animation: drawing, puppet, plasticine, flash, etc.

Exhibiting work, and noted in the diploma: Painter, director of animation, post production, production, agency, client

E-9. Performance
Casting and directing the actor for the roles in the movie

Exhibiting work, and noted in the diploma: Artist, director, casting studio, production, agency, client

E-10. Humor
The use of comic scenes, texts, performances, and visual effects

Exhibiting work, and noted in the diploma: Creator, director, production, agency, client

 

Press craft

The jury notes the quality of skill shown in the creation of print advertising. The idea behind the execution, and related to the client or brand, should not be taken into account by the jury, or should be taken into account in small measure. Sure, often the idea and execution are so intertwined and interrelated, that the idea may not always be ignored completely.
If a print or a poster creates a pleasant memorable aesthetic experience, regardless of topic, product, customer or ideas, it can succeed in the category Craft, even if it had not received awards in other contests.

The jury will take into account the level of emotional connection with the work, and if this work adds something to the idea or execution.

 

Contest categories

F-1. Art Direction
Exhibiting work, and noted in the diploma: Art director, designer, production (photography, design studio, etc.), agency, client

F-2. Copywriting

Exhibiting work, and noted in the diploma: Copywriter, author of the idea, the agency, client

F-3. Illustration

Exhibiting work, and noted in the diploma: illustrator, art director, design studio, agency, client

F-4. Typography

Exhibiting work, and noted in the diploma: designer, art director, agency, client

F-5. Photography

Exhibiting work, and noted in the diploma: Photographer, author of ideas, art director, production, agency, client

F-6. Humor

Exhibiting work, and noted in the diploma: author of idea, performers, agency, client

 

Radio craft

The jury notes the quality of skill shown in the creation of radio advertising. The idea behind the execution, and related to the client or brand, should not be taken into account by the jury, or should be taken into account in small measure. Sure, often the idea and execution are so intertwined and interrelated, that the idea may not always be ignored completely.
If a print or a poster creates a pleasant memorable aesthetic experience, regardless of topic, product, customer or ideas, it can succeed in the category Craft, even if it had not received awards in other contests.

The jury will take into account the level of emotional connection with the work, and if this work adds something to the idea or execution.

 

Contest categories

G-1. Copywriting / Copywriting, text art

Exhibiting work, and noted in the diploma: Copywriter, author of the idea, production, agency, client

G-2. Music & sound design

The original score, jingle or music, a unique creative arrangement or adaptation of existing pieces of music.
Inventive and artistic use of sound effects, voice, vocal, or other items that fit and enhance the images.
Exhibiting work and are listed in the diploma: Sound engineer, composer, production, agency, client

G-3. Acting performance

Exhibiting work and indicated in the diploma: artist, engineer, production, agency, client

G-4. Humor / Comedy

Exhibiting work and are listed in the diploma: author of idea, sound, production, agency, client