New direction for The Porsche Awards
Advertising film prize for young talents opens up to new formats and communication solutions.
A number of film festivals and award ceremonies have been cancelled as a result of the coronavirus crisis.
The “Porsche Award” is also taking a break this year – but not because of the virus.
The Filmakademie Baden-Wuerttemberg as the organiser and Porsche AG as the main sponsor have used the time to develop the advertising film prize for young talents, optimising it and adapting it to current developments. The new title PORSCHE AWARDS – FOR YOUNG TALENTS IN ADVERTISING further highlights the global award’s more international focus – but that is not the only major innovation.
Important changes have also been made to the content and structure of the competition. The short ad spot with a closing punchline, which dominated the industry for so long, is now only one of many formats. These innovative developments are reflected in the three new competition categories:
Category 1: Short Advertising Content
Alternative advertising (film) formats and classic advertising spots up to 60 seconds.
These alternative formats include viral spots, films and campaigns for social networks or for smartphones, interactive formats and apps. Trailers, virtual/augmented reality projects, experimental projects, documentary advertising film spots, mockumentaries, branded events, showcases, games, etc., can also be submitted in this category.
Category 2: Long Advertising Content
This is the category for branded shorts and short films with an advertising background that bring to life the brand essence, product statements or company philosophies – up to a length of 10 minutes.
Possible formats include: short films with advertising/communication message, branded entertainment projects (branded short, branded event, branded game, etc.), documentary advertising film formats, mockumentaries, films and campaigns for social networks or for smartphones, interactive formats and apps. Trailers, virtual/augmented reality projects, experimental projects, showcases, games, etc., can also be submitted in this category.
Category 3: Driven by Dreams
The focus in this category is on a strong statement, a persuasive stance/worldview, or an appeal. The “Driven by Dreams” category is for films and formats that get us dreaming of a better world. Films and formats for progress, for environmental awareness and for sustainability, and social spots or projects with the nature of an appeal. Projects that inspire us to see the world differently, to think in slightly more progressive ways, or to work for a social cause.
Films/projects of up to 10 minutes and other (online) formats are eligible in this category. These include: TV, cinema and online spots, viral spots, social spots, films and campaigns for social networks or for smartphones, interactive formats and apps. Trailers, virtual/augmented reality projects, experimental projects, showcases, games, etc., can also be submitted in this category. As can short films with an advertising/communication message, branded entertainment projects (branded short, branded event, branded game, etc.), documentary formats and mockumentaries.
One rule applies to all categories: every entry must communicate a message relating to a product, brand, consignor, institution or the like. In Category 3, however, the statement can also be a message/stance/worldview without reference to a product or similar.
Three or four entries will be nominated per category, and the filmmakers will be invited to the award ceremony at the Filmakademie in Ludwigsburg on Thursday, 22 April 2021. In future, only one trophy will be awarded per category, with the winner in each receiving an increased cash prize of €4,911 – a nod, as before, to the classic sports car, the Porsche 911.
Also new this year is a more high-profile website at: www.porsche-awards.com, which is now online.
Time-proven elements of the competition will, of course, be retained. That includes the international jury, made up of prominent experts from the advertising film industry, who will assess all submissions and draw up a shortlist of nominated films. Entries for the PORSCHE AWARDS can be submitted from 30 July to 30 November 2020.