Established in 2004, as the Golden Drum Advertising Festival of New Europe, the International Festival of Creativity Golden Drum is one advertising’s biggest and most important events, a juncture between creativity and different cultures.
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
The Golden Drum Competition is shared between 2 sections: “What” and “Why”.
The key question the jury asks is what is outstanding about the 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 asks is why does the work exist?
Is there a unique reason for product or service invention or introduction, a really brilliant insight, a 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?” does not count. The section questions the end goal of any intervention in the communication landscape by dividing the entries into the groups listed below.
Group R: Integrated
An 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.
Group S: Activation
The Activation group includes campaigns with 2 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).
Group T: Brand Building
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.
Group U: Functional Efficiency
The Functional Efficiency group searches for the most relevant ideas that connect business strategy with creative strategy and content, ideas that empower business, brand and consumer simultaneously.
Group V: Content
This group includes campaigns or communication impulses that integrate naturally into existing original content for the purpose of promoting products, services or brands. The impact on the audience is built by creating content that is primarily entertaining, informative or educational, not strictly appearing as advertising or promotion.
Group X: Engagement
This group includes different ways of reaching target audiences and the creative implantation of ideas through the use of media and data, direct solutions, public and community relations.
Group Y: Genius Loci / Local Spirit
In this group, entries are judged on the basis of understanding the distinctive local spirit from the home country and showcasing (highlighting) it in the creative strategy and execution. For the 2020 edition of the festival, the “Local spirit group” was renamed into “Genius Loci/Local spirit” and elevated to a new and highly appreciated award in the region. The award emphasises 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.
Group Z: Social Good
This group comprises 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 communications. The entries are judged on the basis of the social relevance of their message and its creative brilliance.
Golden Drum Awards
All registered entries are reviewed and judged by one of two international juries, comprised especially for the What and the Why sections.
By entering the Golden Drum Competition, the participants are competing for the following awards:
The Best of Good
The Best of Genius Loci
The Best of What (chosen among Grand Prix winners in Section What)
The Best of Why (chosen among Grand Prix, The Best of Good and The Best of Genius Loci winners in Section Why)
The Golden Rose for the agency that collects the most points
The Golden Net for the most successful advertising network on the basis of the points of all agencies that comprise the network in question
The Golden Dragon Award for the most successful independent advertising agency that collects the most points
The Brand Grand Prix for the advertised brand that collects the most points
The Golden Watch awarded to the Creative Director of the Campaign of the Year that collects the most points for the campaign and the individual entries of the same campaign in all categories
Special Golden Drum Adriatic award shall be presented on the basis of the Festival’s points system for the most successful entries from the following Adriatic Region countries: Bosnia and Herzegovina, Croatia, Kosovo, Macedonia, Montenegro, Serbia and Slovenia. Based on collected points from both the What section and the Why section.
Young Drummers Competition
The Young Drummers Competition is a traditional competition organised by Golden Drum aimed especially at creatives under 30 years.