Cresta Awards recognize creativity in the absolute as opposed to the use of a "best of" system applied across a long, and often artificial list of categories and cover ELEVEN major competitions: TV/Cinema/Digital, Integrated Campaigns, Press, Outdoor, Design, Promotions & Incentives, Ambient Media, Direct Marketing, Radio, Crafts and Interactive advertising. A Grand Prix is awarded to the highest scoring entries that achieve a pre-determined standard (above a ‘set’ score).
The entries were judged on the basis of two criteria only: the originality of the idea; and the quality of its execution. From the 51 countries participating in this year's awards, 27 achieved finalists status. A total of 267 finalists were chosen by more than 80 creatives.
The pre-selection juries for TV/Cinema/Digital, Integrated Campaigns, Press, Outdoor, Direct Marketing, Radio, Direct Marketing, Promotions & Incentives, Crafts and Ambient Media were held in 8 cities - Bangkok, Budapest, Casablanca, Madrid, Oslo, Tel Aviv, Toronto and Zagreb.
In addition, a separate pre-selection Interactive Jury was conducted with jury members hailing from Australia, Austria, Belgium, Germany, Hungary, Israel, Norway, Portugal, Qatar, Sweden, the United Kingdom and the United States.
All finalists were evaluated in late August by Cresta's International Grand Jury of 69 internationally known creative directors, film specialists, graphic artists and interactive professionals from 41 countries. Presiding over the Grand Jury was Gideon Amichay, Chief Creative Officer & Partner, Shalmor Avnon Amichay/Y&R Interactive, Tel Aviv.
The 19th annual winners showcase was released in the form of a mobile web app designed for tablets and smart phones via http://www.cresta-awards.com/2011. All winning entries (74 winners from 19 countries) include film clips and still images along with full credits. The mobile web app was designed and developed by Irene Hoffman and Shariff Moossun (http://www.irenehoffman.com and http://www.onebite.co.uk)