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ABOUT The Half Show celebrates the best creative work from BYU advertising students. Awards recognize innovative thinking in account and creative. The Half Show is divided into three categories of submissions: Account, One-off, and Campaign. Submissions are judged by creative directors and account professionals representing agencies nationwide. All submissions are anonymous. Judges rate work on a 10-point scale.
HOW TO SUBMIT Individuals or teams may submit as much work as desired. Submissions must fall within the categories and subcategories as explained below. All submissions are due by October 7 at 11:00 p.m. Non-video submissions are uploaded via Dropbox as JPEG or PNG files (15MB max) with the appropriate file name: Lastname(s)_category_subcategory. Ex: Hansen_oneoff_radio; CarlsonTribe_campaign_print. Video submissions are uploaded via YouTube or Vimeo. The links are emailed to
[email protected] with the appropriate file name in the subject line: Lastname(s)_category_subcategory.
C A M P A I G N S U B M I S S I O N S : These submissions are comprised of 3-5 media elements. Campaign subcategories: • Out-of-home • Digital/social • Print • 360 (mix of 3-5 subcategories) Non-video submissions here
ONE-OFF SUBMISSIONS:
These are stand-alone creative executions.
One-off subcategories: • Out-of-home • Non-traditional • Video (Produced) • Radio (Script or Produced) Non-video submissions here
ACCOUNT SUBMISSIONS:
A team or individual may submit a 1-4 minute case study video documenting either research or a full campaign. The two subcategories are Solutions and Story.
Account subcategories: • Solutions - Finding the human truth. All advertising strives to solve a problem, and it always starts here. A solution case study video introduces a challenge facing a brand of your choosing and focuses on the insights obtained from research. The key is not to regurgitate research findings but show how the data forms valuable insights. The case study is concluded with recommendations of how the brand might approach the challenge based on the insights.
• Story - Focus on the creative solution. The objective is to tell the campaign story in one cohesive narrative ending with the creative work. Introduce the challenge; delve into the human truth beneath the big idea, and display the creative executions as the solution. See video submission instructions
W h a t ’s i n s i d e a c a s e s t u d y v i d e o? A case study video is a documented summary of a campaign or research done for a brand. We recommend checking out worldsbestcasestudies.com for examples. This is a simple breakdown of what most case studies include: • Challenge/Objective - What problem are you trying to solve? • Research findings- This can be anything. From primary research surveys and SPSS, to personal observation and secondary research. All good stories are grounded in research. No need to wow us with your research, wow us with your findings. • Key Insight(s) - The Human Truth, the Brand Insight, the Sweet Spot. • Big Idea - This is your strategic creative solution; the climax of your story. • Creative executions (only for the Story subcategory) - The work. We recommend collaboration with a creative team to produce work or build a case study upon an existing campaign.
