A guide to the Spikes Asia Awards

If this is your first time entering, we suggest reading through this guide in order. It covers everything you’ll need to know at each stage of your entry journey. From how to select the most appropriate categories for your work, to guidance on how to craft your entry, right through to what happens once you’ve submitted your work.

If you've entered before and are looking for a more specific piece of information, use the side navigation to quickly locate it. Alternatively, explore the ‘How to craft your entry’ section for advice from former Jurors and examples of winning work.

Below are some key dates to keep in mind. Make note of them now to give yourself plenty of time to meet the final deadline.

We’re constantly refining and evolving our awards and their categories to ensure they reflect the landscape of our industry and pave the way forward. For 2025, we’ve introduced a number of changes, including updates to the Audio & Radio, PR, Innovation and Social & Influencer Spikes.

This guide is only a helpful summary of key information. It is not a substitute for reading the full entry rules, terms and conditions.

1. The entry has launched/aired/run within the relevant eligibility dates for the Spikes Asia Award it is entered into.
   
   
2. The entry has been created within the context of a normal paying contract and genuine brief from a brand OR, if it’s a case of self-promotion or a non-profit organisation, the client has approved all of the media / production / implementation.
   
   
3. You have permission to enter this work from the commissioning brand/brand-owning company. We may request proof of this permission directly with the Brand or Brand-owning company.You have included the brand contact details in the entry including name, position and full contact details.
   
   
4. The entry has been submitted exactly as published / aired / released / launched and has not been modified for entry into Spikes Asia.
   
   
5. The entry is not speculative or conceptual advertising, and has not been banned or withdrawn from the market.
   
   
6. A duly authorised senior officer (CD, CEO or Chairperson) from the Entrant has given permission for this work to be entered.
   
   
7. The entry was not entered to the same Spikes Asia Award last year. You may be able to enter the entry into an alternative Spikes Asia Award, provided it meets the relevant entry requirements, including the eligibility period requirements.
   
   
8. There is no reference to your company or any contributing creative companies in any digital or physical materials, except in the case of self-promotion or if the reference existed in the original execution.
   
   
9. The entry, and/or digital or physical materials can be understood in English. For further information click here.
   
   
10. You understand that, if you withdraw your entry after 19 December 2024 , you will not receive a refund. Please see Part A of the Rules for more information on cancellations, refunds and withdrawals.
    
    
11. If new results are collected after the entry has been paid for, we will only accept additional written information in the results section of the entry form on or before 13 February 2025.
    
    
12. All media included in your entries must be the final version at the point that you complete and pay for them. No replacement or additional media can be accepted after an entry has been finalised and received by the Festival without exception.
    
    
13. By submitting an entry you confirm that you own all applicable legal rights for all media included in your entry.
    
    
14. Entries will be accepted on the basis that:
    
    

• They are designed specifically for and to run in the Asia Pacific* region and are created or produced by companies in the Asia Pacific* region
  
  
• They are designed specifically for and to run in the Asia Pacific* region and are created or produced by companies outside the Asia Pacific* region
  
  
• They are designed to run globally as long as they are created or produced by companies in the Asia Pacific* region.
  
  *For the purpose of Spikes Asia, those countries are: Australia, Bangladesh, Bhutan, Brunei Darussalam, Cambodia, Chinese Taipei, Fiji, Hong Kong SAR, India, Indonesia, Japan, Kazakhstan, Kiribati, Kyrgyzstan, Laos, Mainland China, Macau, Malaysia, Maldives, Marshall Islands, Micronesia, Mongolia, Myanmar, Nauru, Nepal, New Zealand, Pakistan, Palau, Papua New Guinea, Samoa, Singapore, Solomon Islands, South Korea, Sri Lanka, Taiwan,Tajikistan, Thailand, The Philippines, Timor-Leste, Tonga, Turkmenistan, Tuvalu, Uzbekistan, Union of Myanmar, Vanuatu, Vietnam.

Once you’ve made sure your work meets all the necessary eligibility requirements, it’s time to identify which Award or Awards best suit your work. For this, reference Entry Kit Part 1. Here, you’ll find a breakdown of all the Awards and their categories, including their judging criteria and material requirements.

Navigate your way through this Kit by considering two questions:

1. What key elements do you focus on when describing your work? Is it the craft, the engagement or maybe the creative strategy? Identifying the root of your work will allow you to match it with the most appropriate Award.
   
   
2. What was the objective? What were you trying to achieve? Was there a particular element that really helped to deliver on that objective? Identifying the intention behind your work will help you when it comes to category selection.

The written explanation is a compulsory element for every Award. It serves as an opportunity for you to tell the Jurors everything they need to know about your work, from the creative idea, strategy and execution, right through to the results.

Each question has been specifically designed to help you showcase your work, so make sure you take full advantage of each one and answer with as much relevant detail as possible. If you’re entering your work across multiple Awards, resist the temptation to copy and paste your answers. Tailoring them for each entry, within the context of that Award and category, will make it easier for the Jury to understand why your work deserves to win there.

At Cannes Lions 2024, former PR Jury President Jo-ann Robertson took to the stage to offer advice on how to craft a winning entry. See her tips on category selection below.

The supporting materials are some of the most important elements of your entry. They are what the Jury 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 (TV commercials, print ads, billboards, etc.) can be translated or subtitled exactly as it was published or aired so that it can be understood in English by the 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 often referenced by Jurors and should provide an engaging, easy-to-digest.

The case film is not mandatory for all Awards but is often a highly recommended addition to your submission. A case film gives you an opportunity to introduce and explain your work. It’s often the first thing the Jury sees, so include your cultural context, reference your original objective and final outcome and keep it under 2 minutes. The case film will be displayed publicly on our intelligence platform The Work.

We have a range of resources available to help with crafting your entry. Get inspired by previous winning work, dive into Jury room insights to better understand what Jurors are looking for and talk to our Awards team about category selection.

Use this checkout checklist to ensure you’ve completed everything correctly:

• Have you double checked your work meets the eligibility criteria detailed in Entry Kit 2?
  
  
• Have you made sure you’ve got permission from the brand to enter the Work?
  
  
• Have you made sure you’re entering your work exactly as it aired?
  
  
• Have you checked to make sure your visual assets are all in English or include English subtitles?
  
  
• Have you got the rights to all the assets you’re submitting with your Entry?
  
  
• Have you supplied all of the media placement information outlining when and where your work ran? (This information is used frequently, so make sure it’s correct!)
  
  
• Have you made sure not to reference the agency or any contributing creative companies in the written submission, as well as in any digital assets or physical materials?
  
  
• Have you asked a fresh pair of eyes to sense and spell check your entry?
  
  
• Are you completely satisfied with the final version? Remember, once you checkout you can’t make any more changes.

What happens if you’ve missed it?

If you think you will have trouble meeting the final deadline (28 January 2025), get in touch with our Awards team to discuss what options are available.

Can I edit my entry after submitting?

No, once you’ve submitted your work you cannot make any changes. This includes adding or removing assets.

After you check out your entry, each piece of work is reviewed multiple times by our Awards team before it gets to the Jury. If there are any issues, a member of the team will be in touch. If you don’t hear from us, it means you’re all set and your work has progressed through to the judging stages.

What happens if you’ve been shortlisted?

Shortlists are decided in the first round of judging. If you make the shortlist, our team will let you know via email and provide assets that you can use to celebrate your success on social media. The shortlists will also be available on The Work from 13 March 2025.

Where can you find shortlisted work?

Being shortlisted at Spikes Asia is a huge achievement. Fewer than 25% of all entries make the cut. All entries submitted will be exclusively available on The Work. Non-subscribers will be able to access a list with the winners’ details, while subscribers can read the full entry and supporting material.

What happens if you win?

If your work has been selected for a Spikes Asia Award, our team will be in touch. Winners will be announced in April 2025 (after the Awards Show).

Can you get a duplicate of the trophy?

All credited Spikes Asia winners, both companies and individuals, can purchase additional Spikes Asia trophies, as well as certificates. Visit the Trophies and Certificates page to place your order. If you have any questions, please contact the Awards team

How can we make the most of our win?

Celebrate on social media! We’ll share assets that you can use to share across Facebook, Instagram, Twitter and LinkedIn.

Our LIONS Intelligence content team regularly interview winners to find out more about how the work got made. These interviews will be used in editorial content such as the Eurobest Creativity Report. If you’ve got a story to share, please reach out to the team.