THE NINETY NINE

UNITED ADWORKERS SHOWCASE

So you've been asked to judge The 99 Show…

For almost 20 years, the United Adworkers has celebrated the best of Wisconsin advertising at our annual "The 99 Show." We've been deeply humbled by the talented professionals who have agreed to judge our shows in the past, and have now turned to you in 2021.

But our show, like any award show, plays by its own set of rules. Those rules have changed over the years to become more inclusive, lower the barrier of entry, and create a more level playing field for creatives, agencies, in-house teams, and students throughout the state. And this year, as we're slow to emerge from isolation, we've completely reengineered the rules from the ground up to make things even easier for submitters and judges alike to participate.

Below you'll find a judging timeline, with estimated time commitments and key milestone dates included. You'll also find a breakdown of how you'll be expected to judge an entry.

COMPETITION RULES

Looking for Timeline & Dates? Click here.

Eligibility

For the first time, we’ll be allowing work that was printed, published or broadcast between two submission periods: June 1, 2019–May 31, 2020 and June 1, 2020–May 31, 2021. There was plenty of quality work from 2020, so we think it deserves its day.

The United Adworkers Board of Directors will serve as the Screening Committee. The Screening Committee will ensure all entries are eligible for judging and meet all required competition and categorical guidelines. Any entry deemed ineligible for the category in which it was submitted, or the competition at large, will be removed and the associated payment will be reimbursed to the Submitter.

Award-winning work from 2019, or work created for United Adworkers is not eligible for entry. Submitters must be entering work on behalf of an agency, in-house team, freelancer, or a student with a physical presence within in the state of Wisconsin. Post-production houses should declare themselves as an "Agency" on their entry submission forms.

Entry Categories

A project entry may be submitted to as many applicable categories. The categories for this year's show are as follows:

1. ANIMATION, EDITING, OR MOTION/VFX
2. BOOK, MAGAZINE, OR PERIODICAL
3. BRANDING, LOGO, OR VISUAL IDENTITY
4. BROCHURE, DIRECT MAIL, OR LEAVE-BEHIND
5. DISPLAY AD OR EMAIL NEWSLETTER
6. ENVIRONMENTAL, INTERIOR OR SPATIAL
7. EVENT, EXPERIENTIAL, OR GUERRILLA
8. ILLUSTRATION, LETTERING, OR PAINTING
9. INTEGRATED, 360°, OR MULTIMEDIA CAMPAIGN *
10. ORIGINAL MUSIC, SOUND DESIGN, OR VOICEOVER
11. OUT OF HOME, TRANSIT, OR BILLBOARD
12. PACKAGING OR POINT OF PURCHASE
13. PHOTOGRAPHY OR RETOUCHING
14. PRINT ADVERTISING OR PROMOTIONAL POSTER
15. PUBLIC RELATIONS OR STRATEGY
16. RADIO OR PODCAST ADVERTISING
17. SOCIAL MEDIA CONTENT
18. VIDEO-:10 OR LESS
19. VIDEO-:15 OR :30
20. VIDEO-:60 OR MORE
20. VIDEO-MULTIPLE LENGTHS *
21. WEBSITE, APP, OR MOBILE EXPERIENCE

*Only available for "Campaign/Collection" entries.

Judging Committee

The Judging Committee will be announced after the submission period has ended. A judge's participation is voluntary. Judges are not financially compensated for their time.

Criteria & Voting

There will be one round of judging. Each Judge will vote only once. Each Judge will rate every eligible entry's craft and creativity on a scale of 0–5. The more an entry's craft or creativity impresses a Judge, the higher the rating the entry will likely receive. 0 is low and bad. 5 is high and good.

  • Craft: "Is the work well-produced and high quality?"

  • Creativity: "Is the work innovative and unique?"

Scoring & Ranking

The average of each Judge's votes on Craft and Creativity will determine a Judge's Criteria Scores. The average of each entry's Criteria Scores will determine an entry's Ranking Score. An entry's Ranking Score will determine its place among the top 99 highest-rated entries, as well as its corresponding award.

The top 5 highest-rated entries will receive Gold, and will be eligible for Best of Show. The next 8 highest-rated entries will receive Silver. The next 12 highest-rated entries will receive Bronze. The next 25 highest-rated entries will receive a Merit. The next 49 highest-rated entries will receive an Honorable Mention and round out the winning entries for this year's show.

 

In the event of a tie that would affect whether an entry falls in or out of a certain award tier, the Judging Committee will re-vote on the affected entries to break the tie.

The Judging Committee will deliberate over which of the top 5 highest-rated entries should receive Best of Show. The Best of Show award will be the only physical award handed out this year in an effort to reduce expenses and maximize club funds for 2022.

EXAMPLE JUDGING CHART A
RANKING SCORE
4.66
JUDGE 1
JUDGE 2
JUDGE 3
CRAFT
5
5
5
CREATIVITY
4
4
5
CRITERIA SCORE AVG
4.5
4.5
5
EXAMPLE JUDGING CHART B
RANKING SCORE
1.83
JUDGE 1
JUDGE 2
JUDGE 3
CRAFT
1
2
3
CREATIVITY
2
0
3
CRITERIA SCORE AVG
1.5
1.5
2.5
Student Competition

The Judging Committee will vote to determine whether a student's entry meets the criteria necessary to be considered for the show. All entries that receive more "IN" than "OUT" votes will qualify for recognition in The Show.

Three awards will be given out this year: Gold, Silver, and Bronze. Judges will deliberate to determine which entry deserves which award.

Students are allowed one entry into the show. Work entered must have been printed, published or broadcast between the dates of June 1, 2020 and May 31, 2021. There will be no financial compensation for the winning student this year.

Judging Timeline & Dates

Judges are expected to devote close to 5 hours toward the judging process. The judging process will be broken up into two parts. The first part will require all participating Judges to rate entries on their own. The second part involves a collaborative discussion with all other participating Judges to determine a Best of Show winner. These two parts will take place over two weeks. A more detailed process is outlined below.

WEEK OF OCTOBER 18

Judges are expected to use this week to individually rate all eligible submitted entries on their own time. We expect that this will take 2–3 hours, so please plan accordingly. We recommend devoting a single day to judging, rather than breaking it up over multiple days.

 

Judges will use our custom-built judging website to rate each entry. At the end of this week, the Screening Committee will calculate all scores, and all entries will be ranked in order of lowest score to highest score.

Judges will also rate all student entries as either "IN" or "OUT."

WEEK OF OCTOBER 25

Judges are expected to join a 2-hour online (remote) meeting to deliberate amongst themselves to determine a Best of Show winner, as well as the three best Student submissions, and to foster a discussion around this year's best entries that United Adworkers can record and use to tease and promote this year's winners.

THURSDAY, NOVEMBER 11

Judges are invited to join United Adworkers in celebrating this year's winners, live and in-person at Bottle House 42 in Milwaukee, Wisconsin on Thursday, November 11.

 

Questions?

The rules this year are a little different than previous years, so feel free to email us with any questions you might have: the99@unitedadworkers.com

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