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The annual event is held in Portorož and consists of a vibrant programme with lectures by the most acknowledged international professionals and world stars in the advertisement industry.
In 2007, the Golden Drum joined the newborn Intercontinental Advertising CUP, the first global advertising competition that rewards big local ideas. Short-listed entries from the Golden Drum Festival, together with finalists from ADFEST, FIAP, and ADC*E have the exclusive right to compete for the Grand CUP Award. The Intercontinental Advertising CUP ceased with its activities in 2014.
Golden Drum Competition is shared between 2 sections: Section What and Section Why.
The key question that the jury is asking is what is outstanding about communication solution in the chosen form and what is the added value of its execution.
The What section primarily focuses on individual works that are moving frontiers in the traditional groups Film, Print, Out of Home, Audio, Digital & Mobile, Design, Innovation and Craft.
The key question that the jury is asking is why does the work exist?
Is there a unique reason for product or service invention or introduction, a really brilliant insight, relevant meaning or purpose, the most important driver which helped creative teams to think of a brilliant piece of communication?
The jury observes the communication as a whole from this perspective, so even beautifully crafted communication without a concise answer to Why? doesn’t count. The section questions the end goal of any intervention in the communication landscape by dividing them into the groups listed below.
Integrated communication campaign stretches across several media, at least 3 communication and distribution channels, with the channels being offline or online, mass or direct. Group R is intended for the registration of the most complex and comprehensive communication campaigns with the broadest range of means and venues of reaching the audience.
Activation group includes campaigns with two or more communication channels or media, which can be both offline or online. This group is intended for campaigns that directly address and/or activate the audience (consumers or other businesses).
This group is intended for best practices in managing referential and influential brands – from brands introduction and continuous building to its repositioning. The category Brand Vitality is intended for brands communicating over a certain period (more than 2 years), able to document its consistency.
Functional Efficiency group is searching for most relevant ideas that connect business strategy with creative strategy and content, ideas that empower business, brand and consumer simultaneously.
This groups includes campaigns or communication impulses that integrate naturally into existing original content for the purpose of promoting products, services or brands. Impact on the audience is built by creating content that is primarily entertaining, informative or educational, not strictly appearing as advertising or promotion.
This group includes different ways of reaching target audiences and creative implantation of ideas through use of media and data, direct solutions, public and community relations.
In this group, entries are judged on a basis of understanding the distinctive local spirit as of the home country and showcasing (highlighting) it in the creative strategy and execution.
This group comprises of individual executions (such as film, radio, press, OOH, digital, mobile, direct) as well as events, social activations and integrated campaigns that deal with social, mental and environmental awareness, traffic safety, diversity and equality, anti-addictions, sustainable development, humanitarian, charity and other public and non-profit or profit communication. The entries are judged on a basis of social relevance of their message and its creative brilliance.
For the 2020 edition of the festival, Local spirit group was renamed into Genius Loci/Local spirit and elevated to a new and highly appreciated award in the region. The award emphasizes and celebrates distinctive cultures. The competition of the festival strives for clarity and relevance in general; therefore, it introduced new groups and renamed some of the existing ones for the 2020 competition.
All registered entries are reviewed and judged by one of two international juries, comprised especially for the What and the Why section.
By entering the Golden Drum Competition, the participants are competing for the following awards:
The Young Drummers Competition is a traditional competition organised by Golden Drum aimed especially at creatives under 30 years.
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