2019 ARAW VALUES TECHNICAL AWARDS COMPETITION RULES

Brief:

The ARAW Values Technical Awards are anchored on the ARAW 7 Cornerstone Values as Competition Categories and as Judging Criteria for entries on Branded or Advocacy Communications as Single Entries only covering various media forms. In addition, though, the ARAW Values Technical Awards focus on the expertise in these 7 Technical fields: 1) Animation and Visual Effects, 2) Cinematography, 3) Photography, 4) Production Design, 5) Editing, 6) Sound Design, Editing & Mixing, and 7) Visual & Audio Restoration as competition divisions/categories.

The 2019 ARAW Values Technical Awards is piloted to coincide with the 11th ARAW Values Advertising Awards.

A. COMPETITION DIVISION

Branded Communications

• The entry should highlight a specific campaign for a product or service

Example: ACME Light-A-Home Mother’s Day Treat

Advocacy Communications

• The entry should highlight a specific campaign for an organization/ company/corporation. This includes Corporate Social Responsibility Campaigns, Products and Services.

Example: ACME Road Lighting Neighborhood Watch

B. CATEGORIES AND ENTRIES

Entries, whether Branded Communication or Advocacy, must reflect the ARAW Cornerstone Values, and as such may be entered in the following categories:

1. Love of God and Respect for Religious Beliefs
2. Commitment to Truth, Honesty and Integrity
3. Love of Country and Respect for National Customs and Traditions
4. Reverence for Family Unit or Marriage or Responsible Parenthood
5. Respect and Care for Life and Dignity and the Rights of All
6. Respect for Law and Authority and Promotion of Self-discipline
7. Concern for and Preservation of the Environment

Expanded Definition of the ARAW Cornerstone Values

1. Love of God and respect for all religious beliefs

Communications under this category acknowledge spiritual need as a basic human need, and therefore, uphold people’s belief of faith in a God, a Higher Being, or a Spiritual/Supernatural Realm. Such communications further recognize and enjoin respect for the many forms of faith/religious/spiritual expression from local devotions, traditional rituals and worship, to organized religion and institutional practices. Communications can also highlight the invaluable contribution of religious and spiritual practice to social cohesion and harmonious and compassionate living.

2. Commitment to truth, honesty and justice

Communications under this category value the use and transmission of accurate, factual and verifiable information and reasoned analysis, particularly by those in media (traditional, mainstream and social media), engaged as they are in news reporting, forming and shaping opinions, and educating the public on world affairs and current developments. Guided by this, communications help ensure adherence to fairness, ethical conduct and principle.

3. Love of country and respect for national customs and traditions

Communications under this category promote pride of place in/for the Philippines and foster a sense of national (Filipino) identity. Communications that likewise promote knowledge and appreciation of Philippine history and geography; the overlays of cultural, religious, political and economic influences that have shaped the country over time (Hispanized, Christianized, Sinicized, Americanized, and currently, Asianized); and celebrate the country’s living traditions and unique heritages, and artistic and creative expressions, products and industries.

4. Reverence for family unit, or marriage, or responsible parenthood

Communications under this category acknowledge families as the building blocks of societies, and emphasize the importance of a) family bonds and relationships, which in the Philippines include a slew of extended kin and relatives from different generations and arising from various affinial (marriage) and consanguineal (blood ties); b) responsible parenting on the part of adults; and c) filial respect and affection on the part of children and the youth.

5. Respect and care for human life and dignity and rights of all

Communications under this category raise consciousness of the dignity of the individual amidst existing social distinctions arising from the multi-ethnic/linguistic character of Philippine society and its demographic differentiation into age, sex and gender-orientation groups, socio-economic classes, physical and mental-ability categories, etc.. Communications that likewise support non-discriminatory policies and programs and efforts designed to safeguard basic individual rights to life, liberty and happiness, and accord to one and all related political, economic, socio-cultural rights and freedoms.

6. Respect for law and authority and promotion of self-discipline

Communications under this category help develop notions of civics and the common good and draw attention to how individuals contribute to the functioning of societies. Communications that further extol the values of social responsibility and good citizenship - i.e., respect for authority and the rule of law, paying taxes, abiding by the traffic rules, not littering and keeping one’s surroundings orderly and clean, volunteering in local community charities and development projects, etc.

7. Concern for and preservation of the environment

Communications under this category advance knowledge and understanding of the interconnectedness of all living things and the physical world or Planet Earth, and the imperatives of maintaining the fragile balance of this ecosystem. Communications in this category may thus touch on such themes and topics as the necessity of conserving nature and the biodiversity obtaining in plant, animal and marine life, and the environmental threats posed by increasing industrialization and economic growth, and by consumerist behavior and lifestyles. Communications here can also inform and enjoin support for policies and programs meant to arrest further environmental degradation as reforestation, the cleaning of oceans and water bodies, waste reduction and recycling products, the shift to cleaner fuels and green energy, regulating extractive industries and technologies, and curbing wasteful consumption among house- holds, communities, offices and the public.

C. TECHNICAL FIELDS AND CATEGORIES

1. Animation and Visual Effects

Animation is a method in which pictures are manipulated to appear as moving images. In traditional animation, images are drawn or painted by hand on transparent celluloid sheets to be photographed and exhibited on film. At present, most animations are made with computer-generated imagery (CGI). Computer Animation may be very detailed 3D animation, and 2D computer animation can be used for stylistic reasons, low bandwidth or faster real - time renderings. Other common animation methods include stop motion technique to two- or three-dimensional objects.

Visual Effects (or VFX) is the process by which imagery is created or manipulated outside the context of a live action shot in film making. Visual effects involve the integration of live-action footage (special effects) and generated imagery (digital effects and/or optical effects) to create environments, inanimate objects, animals and/or 5 creatures which look realistic, but would be dangerous, expensive, impractical, time- consuming or impossible to capture on film. Visual effects using CGI (Computer Generated Images) have recently become accessible to independent filmmakers with the introduction of affordable and easy-to-use animation and compositing software.

2. Cinematography

Cinematography, which etymology means “movement”, or “to write”, is the science or art of motion-picture photography and filming, either electronically by means of an image sensor, or chemically, by means of a light sensitive material such as film stock. The style, artistic choices, camera work, cinematic techniques, shot composition, lighting, focus and framing to produce an image result that brings the viewers to reality.

3. Photography

Photography is the art, application and practice of creating durable IMAGES by recording light or other electronic radiation, either electronically by means of a light- sensitive material such as photographic film. The effective use of the principles of photography, merged with composition of images and the juxtaposition of elements, colors or other elements or items put together as composites, or even the use of personalities as models, or application of special effects --- these capture or portray the composition, entire image and desired message of the photograph, either in black or white, or in color. Hence, “a good photograph can say a thousand words”.

4. Production Design

Production Design is the overall look and feel of the advertising or promotional material, effectively executing its setting and style. It creates and organizes the physicality of the material, in whatever medium the material is channeled through. Production design is responsible for the visual characteristics of the material, making the physical components comply with the concept or theme. It heavily contributes to creating the world within the message is presented. It is achieved through excellent design of sets, location choices, costumes, use of colors and lighting, and the identification and use of appropriate tools and props, giving the material a distinct aesthetic overall look.

5. Editing

Editing involves correction, condensation, organization, introduction of some revisions or changes such as cropping or taking away some undesired portions such as in a photograph/picture, organization, and many other modifications performed or undertaken with the intention of producing a correct, consistent, accurate and complete work.

Editing includes reviewing the text, graphic or video component(s) of the materials to safeguard the ad material from usage or executional errors that divert from the agreed 6 concept or theme or strategy, and thus, ensure the adherence to the selected and/or agreed style guide.

6. Sound Design, Editing and Mixing

The above involves the skillful assembly of audio elements such as dialogue, live sound, foley, music atmosphere, and sound effects into a cohesive auditory experience. Sound design, editing and mixing includes the technical mastery in the editing and mixing of said elements --- determining which element(s) to emphasize or de-emphasize, and blend together, in conjunction with the mood, tone, and message of the material. The mastered audio may stand alone, as in a radio ad or plug; or synced to a video material (as in TV commercials or TVC’s, or audio-visual presentations or AVP’s, or short documentary films).

7. Visual and Audio Restoration (Audio, Video, Film)

Restoration is a generalized for the process of removing video and audio imperfections from sound and video recordings. Audio imperfections include hiss, impulse noise, crackle, wow, flutter, background noise. Video imperfections include color inconsistencies, glare, choppy or blurry and/or jerky shots, scratches, distortion, quality loss, pixelization and out-of-synch videos. Restoration work, sometimes referred to as media restoration, is also called digital re- mastering, depending on the major work to be undertaken. Through restoration technical knowledge and expertise, melded with state-of-the-art technology, damaged and aged source materials either audio or video tape, or film are returned to a “good as new” condition, transforming these material(s) for enhanced images or audio quality, and/or both, to achieve modern viewing platforms.

D. ENTRIES

Branded and Advocacy entries for the ARAW Technical Awards may be submitted in the following forms/format or media:

Single Entry

• TV/Cinema (.mp4 format 50mb max)

• Radio (.mp3 format 30mb max)

• Print (.pdf format 20mb max)

• Out-of-Home (OOH)

- Static (screen shots in .pdf format 20mb max)
- Video (.mp4 format 50mb max)

• Direct Marketing Communications/Activation (.pdf format 20max)

• Digital /Mobile/Interactive

- Static (screen shots in .pdf format 20mb max)
- Video (.mp4 format 50mb max)

E. ELIGIBILITY AND SCREENING

• An entry should reflect a specific ARAW Cornerstone Value and be entered in the right category.

• An entry must specify a Technical Field of Expertise or Technical Category and be entered in the right technical field of expertise or discipline.

• Competition is open to any company or individual professional belonging to an Ad Foundation-represented organization, Ad Standards Council- represented organization, other members of Ad Foundation and to legitimate members of other technical guilds or other industries, to further include renown individual and independent, but professional freelancers.

• Materials entered by industry members and independent professionals/ freelancers (those with renowned expertise and sub-contracted by service entities, but are not employed by any production services-company and/or are not members of an organized trade association or guild), must have been aired/published/exhibited/implemented on legitimate media* within the period of 1 September 2016 to 31 August 2019.

*Legitimate media is defined as:

TV/Cinema – Free-to-air or Cable TV; Qualified cinema entries are those shown in theaters before a paying audience.

Print – Regularly published and distributed, national or regional print materials. Not included are one-off publications like souvenir programs and playbills.

Radio – National, Regional or Local Radio

• All entries, including Advocacy Communications entries, must also submit these supporting documents and brief synopsis, together with the entry materials:

o For TV and Radio, at least with 30 GRP’s, as shown in the CP’s

o For Print (single entry), tear sheets of publications, at least with 3x frequency.

o Direct, POS/Collaterals and OOH entries must have been publicly displayed, distributed or delivered to target audience within the same period.

o Digital entries, when appropriate, must provide a live and accessible web address unless site has been discontinued, in which case, entry must include a file of the site when it was active.

o Activation, events, sponsorships, must be accomplished by photos/video of the event.

• For Technical Requirements: Please refer to Annex A.

• Adaptations of foreign concepts are acceptable; however, entrant must show original material for judges to fairly appreciate local input/interpretation.

• All ads with Ad Standards Council (ASC) Cease and Desist Orders meted out at any point of time are not eligible.

• The Ad Foundation is inhibited from entering in the competition its own initiated campaigns; however, these may be entered by foundation members or co- operators who were involved in said campaign.

F. SUBMISSION OF ENTRIES

1. Fees for Industry Members, Individual Professionals and Other Organizations

There are three (3) schedules, with corresponding incentives, for submission of entries from the industry members, professionals and other organizations.

2. Fees for non-members of industry associations such as business entities and professionals, but independent, individual freelancers or members of technical guilds or other industries that are not affiliated at all to the advertising and marketing industries, but render technical expertise and services to industry members, from time to time, are covered by the same fees and above-mentioned incentives.

3. Deadline of submission of entries is 15 October 2019.

a. Download entry forms from this link: http://www.adfoundation.com.ph/technicalawards/technicalawards.pdf

b. Submit accomplished form, ad material entry and cash, or check payment in favor of Advertising Foundation of the Philippines, to:

Advertising Foundation of the Philippines
Unit 702, 7/F Makati Central Square (MCS) Tower
1299 Don Chino Roces Ave., Makati City
Telephone nos.: 812 - 6702; 812 – 6231

c. An official receipt will be issued by the Advertising Foundation of the Philippines.

G. CRITERIA FOR JUDGING

• VALUES MESSAGE = 40%

o Does the materials reflect the specific ARAW Cornerstone Value it has been entered in? Does it have a strong and positive message to its target audience?

• CREATIVITY = 20%

o Does the execution present the values message in a fresh, insightful and compelling manner? Does it have the appropriate craftsmanship and production values?

• TECHNICAL AND SPECIAL EFFECTS = 30%

o Does the integration of visual and technical effects enhance the aesthetics and impact of the material for a more positive, much clearer and emotion-provoking delivery of the values message to the target audience? Are the special and technical effects compatible to the thematic concept and the desired mood being portrayed in the material, for attainment and effectiveness of the values message? Do the use of the visual and/or audio, technical and/or special effects and other technical processes contribute to the overall quality and effectiveness of the material to present and portray succinctly and clearly the values message?

• IMPLEMENTATION AND EXECUTION = 10%

o Is the exposure and choice of media vehicle appropriate and sufficient in conveying the values message to the intended target audience?

H. COMPOSITION OF JUDGES

The ARAW Values Awards Competition Management Committee, in consultation with the 11th ARAW Values Overall Organizing Committee, shall select knowledgeable, credible, respected and relevant persons from various appropriate industries and disciplines to constitute the screening panel and the Board of Judges.

I. JUDGING PANELS

The Board of Judges, of at least 5 to 7 members, composed of a 'mix' of renowned experts in the technical field of production-execution and implementation such as multi-awarded cinematographers, or directors (art, creative, technical, etc.), photographers, and acclaimed and highly respected artists (graphic, staging, production designers, etc.).

There will be two sets of panels: preliminary-finalists judging and Special Jury. No judge may sit in both panels.

The Preliminary-Finalists Judging juries will be composed of at least four (4) panels of at least 5 to 7 persons per panel. Three panels shall be assigned to two values and two technical fields of expertise each and they will judge all entries for those assigned values and technical fields of expertise. One panel will be assigned the remaining value and the remaining technical field of expertise, with the highest number of entries, for them to judge.

There will be a special Jury of at least 5 persons for the selection of the “Most Outstanding ARAW Technical Award” among those entries adjudged as Outstanding Technical Award for a specific Technical field/expertise category. The Special Jury will be composed of the Ad Foundation Chairman of the Board, two respected and prominent persons from aligned industries and disciplines, an industry leader who is an esteemed industry pioneer, and a Chairman/Chairperson, who is a respected and renowned technical expert from the industry, or from the aligned industries or disciplines.

J. JUDGING PROCESS

Preliminary - Finalists Round

• The Preliminary - Finalists Round determines the entries that qualifies in the competition per specific Technical Field/Expertise Category and vie for Outstanding ARAW Technical Award in a specific technical field.

• Each jury member scores the entry using a score ranging from 1 to 10 for each line item in the ARAW Technical Awards Criteria.

• The accomplished judging sheet of a jury member, duly signed by said jury member, will be turned over to the independent auditor who, in turn, will compute the scores, applying the respective weight based on the ARAW Technical Awards Criteria breakdown.

• Individual judges cannot see the scores of other judges.

• All entries with a Weighted Score of at least 8.00 qualify as finalists for a specific technical field of expertise. A finalist means that the entry is in consideration for an ARAW Outstanding Technical Award in a specific technical field, but is not a guarantee that it will get one. A finalist may get either a Certificate of Merit or an ARAW Outstanding Technical Award for a specific technical category, if entry reaches the qualifying score for such.

• It can happen that there may be no Outstanding ARAW Technical Award winner for some technical field/expertise/category(ies).

Most Outstanding ARAW Technical Award

• All Outstanding ARAW Technical Award recipients for a specific area/category of technical expertise, Branded or Advocacy, are in consideration for the Most Outstanding ARAW Technical Award.

• Judging for Most Outstanding ARAW Technical Award will require the physical presence and deliberation of the Special Jury.

• All judges must unanimously agree on the entry that merits the Most Outstanding ARAW Technical Award.

• There will only be one winner for the Most Outstanding ARAW Technical Award unless the Special Jury unanimously decides to award more than one deserving winner.

K. JUROR’S LIST

• From the ASC and Ad Foundation association - members

• From well-known and respected organizations, foundations and non-profit organizations, e.g., Metrobank Foundation, Ayala Foundation, SM Foundation, Gawad Kalinga, PBSP, Haribon Society, Coca-Cola Foundation, Jollibee Foundation, Hands-on Manila, etc.

• From allied and other industries such as technical guilds, federation of photography associations, etc., to include independent freelance professionals, particularly those who are recipients of technical recognition awards and honors

• From the academe

• From select government and international organizations and institutions.

L. ABSTENTION

Should conflict of interest arise, the concerned member of the panel should inhibit himself/herself in judging the particular ad/material. The member shall be required to inform the ARAW Values Awards Competition Management Committee or the ARAW Special Concerns Committee on the said conflict, and shall indicate in the lower left portion of the score sheet his/her abstention.

M. INDEPENDENT AUDITOR

The assistance of an independent and respectable auditing firm shall be secured to take charge of the judging results from the Preliminary-Finalists judging, to include the selection of the Most Outstanding ARAW Technical Award winner(s).

N. PROTEST RECONSIDERATIONS

Any protest on the eligibility of an entry must be formally filed (in writing) by a participating organization after the announcement of the finalists, one week before the final judging. No protests shall be entertained outside of this period. The decision of the ARAW Values Awards Organizing Committee shall be final and non-appealable.

O. TECHNICAL COMMITTEE

For any and all possible issues or controversies relating to the submitted entries, it will be discussed and resolved by the ARAW Values Awards Executive Committee.

ANNEX A: TECHNICAL REQUIREMENTS

A.1 ONLINE ENTRY FORMS
Entry forms can be downloaded from this link: http://www.adfoundation.com.ph/technicalawards/technicalawards.pdf

A.2 TV/ CINEMA

Single film entries must be submitted as aired, including end tags (legal copy, DTI permit number, promo period, etc.) in .MP4 format. Each entry should have its own .MP4 format, max file size of 50MB. Broadcast material clearance/Proof of Airing documents (with min. 30 GRP’s) must be submitted with the entries (in .pdf format). For branded or advocacy communications done through a documentary/short film/TV episode, submit a video synopsis with maximum 3-minute length (in MP4 Format). Include an explanatory brief on the entry on maximum 2 pages (in .PDF Format).