Judging at Spikes Asia


Each year, much interest is focused on the winners of Spikes Asia. The Asian campaigns, agencies, clients, networks and countries that have been successful are given a platform across the region. But before there are winners, there’s judging.

Enormous consideration is given to who will judge the work and how. The high calibre our juries is matched by the high standards we hold them to and the rigorous processes they undertake.

This is what sets Spikes Asia apart and ensures it continues to be Asia’s most respected creative accolade.

How the judging works

Judging consists of viewing, voting, discussion and awarding of trophies.

Judges consider and score each entry on a scale of one to nine based on whether they consider it a shortlist candidate. The jury will then review and finalise this proposed shortlist. Typically about twenty per cent of entries will make it to this stage.

Guided by the Jury President, judges review and debate entries in the shortlist before voting on whether they consider each a Gold, Silver or Bronze winner, or Shortlist only. It takes a two-thirds majority vote to claim a trophy and only about 9% of entries will do so.

After voting, results are read out and juries confirm the decisions. Candidates for Grand Prix, selected from among Gold winners, are also identified and further discussion follows before a last vote to determine the Grand Prix winner.

Entries for non-profit organisations and charities aren’t eligible in their award, but will be considered for the Grand Prix for Good.

Unstereotype Alliance

Spikes Asia, organised and managed by Ascential plc, is a proud member of the Unstereotype Alliance. As such Spikes Asia continues its mission to celebrate creativity that changes the world for the better with the introduction of updated jury guidelines for the judging process. The new criteria urge the jury members reviewing entries submitted into the Awards, to consider whether the work perpetuates negative stereotypes and inequalities.

The revised guidelines build upon the Objectification criteria introduced in 2017, in collaboration with Madonna Badger, which challenged jury members to use empathy when analysing a piece of work and encouraged the jury to reflect upon how they might feel if the person portrayed was someone they know and care about. In 2020 jury members will also be asked to consider whether the work represents deep-rooted stereotypical portrayals of gender, age, race, ethnicity, disability or other biases.

Awards for Good

Spikes Asia recognises and celebrates the use of creativity to positively impact not only businesses and brands, but also the world at large.

Spikes Asia Grand Prix for Good Award
We recognise that it is difficult to judge work created for non-profit organisations and charities against brand-led work for paying clients.

For this reason, we introduced the Spikes Asia Grand Prix for Good Award.

For this specialist Award, work cannot be entered directly but becomes eligible if it is awarded a Gold Spikes Award and is created for a non-profit organisation or charity. Work fitting this criteria is judged again separately as a Grand Prix for Good contender.

Spikes Asia Grand Prix for Good Award eligibility
Examples of entries that would be eligible for the Spikes Asia Grand Prix for Good Award include work created for clients of the following; charities, funds, foundations, appeals, donations NGOs, not-for-profit unions & associations, not-for-profit art facilities such as libraries and museums, equality & health messages.

If a piece of work wins a Creative Effectiveness Gold in 2020 it will only be eligible for the Grand Prix for Good if it was awarded a Silver, Bronze or just Shortlist in 2019, 2018 or 2017.

Glass: The Award for Change
We have a dedicated Award which celebrates culture-shifting creativity. This Award is a place to commend ideas intended to change the world that address gender inequality or prejudice.

We donate all entry fees for Glass to related charities chosen closer to the Festival dates.