"Innovation, a holistic approach to driving change, seeing how sustainability can be integrated into business. Be Transparency about your intention, challenges and results really helps to make a great project shine through."

"You're already a pioneer in this space - even if you don't come away with an award, you've done something that is bettering the future of our industry, and you should feel good about that. Now fight to the death for some well-earned recognition! I'm looking for that bravery in trying something new and offering a novel perspective. I am also looking for longevity and credibility, because to be sustainable is also about ensuring that the advertising is effective and has the legs to run longer. Finally, I am looking for something that will influence future behaviours at scale, either by being a role model or through their messaging."

"Work that is genuinely solving a problem nobody else has tackled yet. Bold, original thinking that addresses a specific challenge in a meaningful way. And crucially, I want to see a credible path forward: scalability and long-term commitment matter just as much as the idea itself. Don't overcomplicate it. The most powerful entries are usually the ones with a clear, honest story at their core. Know what problem you're solving, show the impact, and let the work speak for itself."

"Think in layers of impact. The strongest entries won't just demonstrate a great idea - they'll show how that idea created ripple effects across every level. Start with internal action: did it shift mindsets, challenge ways of working, or inspire your own organisation to think differently? Then look at commercial impact: did it move the needle on real business outcomes - growth, efficiency, brand equity? Go further and ask, did it matter at an industry level - did it set a new benchmark, provoke debate, or push the category forward? And finally - and this matters more than ever - show the environmental impact. In an era of AI-driven scale and always-on content, the work that wins should demonstrate awareness of its footprint. Not just what it achieved, but how responsibly it achieved it. Great work doesn't just perform. It considers its consequences at every level."

"Start with the numbers: define your baselines, show precisely what changed, and quantify the difference – environmentally and commercially. Align the sustainability story with the business story: explain how low carbon choices improved effectiveness, creativity, resilience and/or partnerships. Be specific and transparent – share methodologies, partners, challenges and trade-offs. Credible, replicable progress, not perfection"

"Examples of fresh approaches to sustainability in advertising that we can all look to emulate. Never forget that attention is the cornerstone of our industry and your entries should be no different. Make your entry stand-out and engage."

"Be honest about your results. Judges can tell the difference between work that genuinely moved the needle and work that's been dressed up to look greener than it is. I'm looking for works that go beyond good intentions and demonstrate real, measurable impact, whether in reducing emissions, shifting audience behaviours, or embedding sustainability into the creative process itself. The entries that excite me themost will show "sustainability" not as an afterthought but integrated as genuine creative driver that made the work stronger."

"I'm looking for work that goes beyond awareness and actually moves people and outcomes. The strongest entries combine cultural cut-through with real-world impact - ideas that audiences feel, talk about, and act on, backed up with clear evidence. It's where creativity, media and measurable change all come together. Don't just tell us what you did - show us what changed. The best work connects the dots between idea, cultural impact and real-world outcomes. If your work sparked a conversation, shifted behaviour or challenged the status quo then please prove it. That's what makes it stand out."