How to win a Spike

Insider’s Tips from our Awards Experts
The Spikes Asia Awards celebrate excellence in creativity across APAC. Entries are now open for 2019. 

This year, thousands of the most ambitious people in the region will submit their work. Only the most exceptional work will be rewarded in September. So, what can you do to make sure your work has the best chance of success? Our team of Awards Experts know the Awards inside out and they’re always happy to share their insight. They’ve put together a set of insider’s tips designed to help you craft the perfect entry.
 

1. TAKE YOUR TIME OVER YOUR CASE FILM – IT’S THE FACE OF YOUR ENTRY

So many case films fail to communicate a clear idea and a compelling strategy that isn’t cluttered and confusing. The need for focus and clarity cannot be under-estimated.
PJ Pereira
Creative Chairman, Pereira & O’Dell

Your case film shouldn’t be an afterthought. Treat it like a piece of editorial – front-load your case film with the key points then flesh them out thereafter. If possible, think of your film as a ‘mini documentary’ to be made alongside the production of your campaign. 

If you’re thinking about entering a piece of work into multiple Spikes, might want to consider tailoring your case film for each submission.


2. LESS IS MORE. THINK SIMPLICITY.

You’re dealing with professionals who are perfectly capable of grasping whether a project has merit based on a concise, coherent explanation.
Mark Tutssel
Executive Chairman Worldwide, Leo Burnett
Take a step back from your piece of work, taking into consideration that you’re showing it to a new audience, and explain it in a way that distils its core elements. Be clear, assume no prior knowledge of your work or anything to do with it and remove any industry jargon. You could even consider getting someone who isn’t from the industry to look at your case film. If they can understand what you did and why, then your case film is ready.


3. GIVE CAREFUL CONSIDERATION TO CULTURE AND CONTEXT.

These are international juries and English is not always their first language please respect this diversity by making the entry simple to understand. Work that relies on a cultural nuance or cultural context to be understood, will benefit from additional, supporting information.

Make use of subtitles and introductory slides and send supporting physical materials – they’re very welcome! 


4. CATEGORY SELECTION IS IMPORTANT.

Carefully consider the best category for your work and ensure that it demonstrates both relevance and specialty for its audiences
Rob Reilly
Global Creative Chairman, McCann Worldgroup
There are over 400 categories under 22 Spike Awards and we don’t expect you to know all of them – and that’s why the Awards team is here to help. Send a summary of your work or rough cut of your case film to awards@spikes.asia and our team will get back to you with some suggestions for the different places that you could consider submitting your work. 

The SelfieStix by Pedigree Dentastix campaign won a Grand Prix in Digital and 4 Gold Spikes in Media, Direct, Brand Experience and Mobile. By correctly identifying the key factors that led to their success, the campaign emerged victorious in all these different categories.



5. WE ARE ALL STORYTELLERS. TELL A STORY

Structure your explanation around a simple, powerful and entertaining narrative.”
Mark Adams
VP & Head of Innovation, Vice Media
So many case films are overly formulaic.  The jury, like consumers, want to be entertained. Entertaining case films are remembered. People remember stories and characters. Consider using a protagonist to tell your story and structure it around a compelling narrative.

Project Free Period by StayFree managed to captivate the jury through a moving case film which narrates the creative idea and introduces the people who inspired the campaign while still highlighting results, winning them a Gold Spike in Healthcare.


6. REMEMBER THAT RESULTS ARE IMPORTANT TOO.

The results that your work achieved can account for up to 30% of the vote towards your entry, depending the Spike entered. You’ll need to provide quantitative figures and stats that are robust, meaningful and clearly measurable and you’ll need to link your results back to the original goals, strategies and objectives.
Each jury is looking for different results depending on the Spike they’ve been tasked with judging, so it’s important to tailor the results you’re showcasing across each of your different entries.

If you’d like more advice and tips from our awards experts about entering your work to Spikes Asia, drop an email to awards@spikes.asia, we’d be happy to hear from you!

 

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