About Scoring

10 - Legendary This is an unforgettable idea that not only changes perception but impacts human behavior. Brands and the industry will aspire to this for years to come. Rare, but magnificent when it happens.

9 - Famous This work is among the best in the world, it will make people rethink the brand and the category itself. It will be famous and that fame will attach itself to the brand, the client and you.

8 - Breakthrough This work transcends the competition by pushing boundaries and provoking cultural conversations with a brand at the core of the idea.

7 - Original The work is imaginative and fresh, leading in its competitive set. People will want to see it, talk about it and share it.

6 - Rewarding Captivating work that people will find meaningful and memorable. People will want to spend time with your brand.

5 - Capable It is familiar but is told in a way that people will understand. It will catch people’s attention but only for a short time.

4 - Expected This work is predictable, there is no cut-through or connection. People will know what you’re going to say before you’ve said it.

3 - Dull This work is conventional and mundane. It is lost in a sea of sameness. No one will pay attention.

2 - Careless This work is poorly thought through and badly executed. It will turn people off.

1 - Toxic This work is damaging to the agency, the client and you.

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