COLLEGIATE EFFIE - RESOURCES & TIPS
JUDGES INSIGHT: TIPS FROM THE PROS
This document contains valuable feedback from past Collegiate Effie jurors and will serve as a helpful tool in putting together entries.
Collegiate Effie: Tips from the Pros.
Learn from the Pros
Here is where you can really learn from the pros, so take advantage of the information available to you. By visiting the winners showcase you have access to the following:
The showcase is easy to navigate through. Winners can be searched by category, year, or keyword. To view winners that have granted publication permission (i.e.; winners with available case studies), select “published cases” from the category dropdown box.
For past Collegiate Effie winners check out our YouTube channel.
Big Idea
Do you need help understanding the “big idea”? Here are some definitions:
A judge’s perspective:"is that idea should be insight linked (that all sections of the brief should be linked). Idea is not tactical but strategic. It could be the creative idea but isn’t necessarily. You should address the strategic idea and creative idea in the written case.”
a “big idea” is the strategic platform or positioning that comes out of and is directly linked to the insight(s), This should be a compelling and unique idea that is the benefit or a “passion point” if you like, for consumers to want to make a brand choice. The way that you express this creatively can be equally evocative but that is the “how it is brought to life” answer. Sometimes the expression of this insight is more creative but it must be relevant to the brand strategy as the execution and tag lines are executional [Effie Committee Judging Chair].
The Effie winning cases below received top scores in the “big idea” section.
Old Spice: The Man Your Man Could Smell Like
Rhode Island Food Bank – Making Something of Nothing
Doritos – It’s not a bag, it’s a ticket.
Snickers You’re Not You When Your Hungry.
WEBINARS
Participating in any of the webinars offered by the Collegiate Effie program is a great way to learn about eligibility & entry requirements, have your questions answered, and gain an in depth understanding of the featured challenges. Check the Collegiate Effie Calendar to stay updated on our webinar dates and other events.
2012 Heineken USA PSA Challenge Overview – Webinar I
2012 MINI USA Brand Challenge Overview – Webinar I
FAQs
Collegiate Effie: FAQs. Email your questions to collegiate@effie.org. New FAQs will be tweeted, posted on Facebook, and added directly to the challenge webpage.
PSA CHALLENGE
2012 Beer Institute of Advertising & Marketing Code – Cheat Sheet
2012 Rules on Responsible Communications(RCC Manual) – Cheat Sheet
STAY CONNECTED
