The Cresta Awards were launched in 1993 by Creative Standards International, in partnership with the International Advertising Association. Twenty-three years later, Cresta continues its mission of rewarding the highest standards of creative excellence whilst delivering worldwide recognition to its winners.
The aim of the Cresta Awards is to honor an absolute standard of creative excellence in the international advertising and marketing communications industry.
Cresta stands for 'Creative Standards'. As the name suggests, the awards focus is to reward the highest Creative Standard within the advertising communications industry. Work will be evaluated within categories, but Cresta will not operate on the basis of "category winners". More than one Cresta winner may be announced as winning 'gold', 'silver' or 'bronze' statues in those categories where standards are high, or none at all if the judges consider that the standard is not achieved.
From 1993 through 2004, the awards were held in various cities throughout the world which included Budapest, Sao Paulo, Istanbul, Milan and New York. After this period, it was decided that the winners would be announced via an online ceremony where many more participants would have the opportunity to view the winning work. Currently, the Cresta's annual winners showcase is released in the form of a micro-site designed for all mobile devices. All winning entries, including film clips, URL's and still images are included along with full entrants credits.
Entries will be judged on the basis of two criteria only: the originality of the creative idea and the quality of its execution (except in the Craft & Design competitions where only executional quality is taken into consideration).
The Cresta Awards will be judged by creatives and a two stage evaluation process will be used. All entries will be screened by a number of international pre-selection juries. This pre-selection process will result in a short-list of finalists (entries receiving an average score of 6.7 out of 10 and above) that will then be submitted to an International Grand Jury of expert creative directors, film specialists and graphic artists. Short-listed Interactive entries will be judged by a separate Grand Jury of Interactive experts. The votes of the International Grand Jury will determine the eventual bronze (receiving a score of 7.3-7.699), silver(7.7-7.999), gold (above 8.0) and grand prix winners (8.5 or higher).
Jury stats: Pre-selection juries usually number 100+ members. Except for the Interactive competition, sessions are organized in various cities by 'host' agencies and local creatives are invited. Cities and juries vary every year. The Cresta Grand Jury, which is a permanent jury, is comprised of 84 members from 44 countries. The shortlist is sent to each member who judge the entries in their own time. There are no discussions, no politics and this results an emphasis being put solely on creativity.
Cresta encompasses TWELVE competitions – Press, Outdoor, Ambient Media, TV/Cinema/Online Film, Interactive, Radio, Direct Marketing, Design, Promotions & Incentives, Branded Entertainment, Crafts and Integrated Campaigns. All short-listed entries will receive finalist certificates. Grand Prix, Gold, Silver and Bronze winners will receive trophies and certificates. Grand Prix will only be awarded to the highest scoring entries that achieve a pre-determined standard (above a 'set' score). No Grand Prix will be awarded in a competition if the pre-determined standard is not met.
NETWORK and AGENCY OF THE YEAR
Network and Agency of the year are chosen by the calculation of points obtained for each level of statue placement, as well as finalist status. The Network and Agency who obtain the 'highest score' for entries made by the 'entering company' in all competitions will be recognized with this honor. Point breakdown is as follows - Grand Prix: 10 points; Gold: 7 points; Silver: 5 points; Bronze: 3 points; Finalist: 1 point.
The Cresta Awards are open to all advertising and interactive agencies, advertisers, studios and production companies worldwide. Both national and international campaigns may compete.
(The Cresta Statue was photographed by Phil Marco, Phil Marco Productions, New York City)