ADOR is the only complete festival of the Romanian advertising industry, awarding strategic and creative thinking in all media of communication. The main objective of ADOR Festival is to set the creative standards in the Romanian advertising industry. In 2010, the ADOR Festival reaches its 9 th edition, with a refreshed image. Starting with 2009, ADOR has a new identity and a new structure of the competition. ADOR is an UAPR project, organized by Millenium Communications, in collaboration with IAA Romania (International Advertising Association). Millenium Communcations owns the entire management of the festival for five years (starting 2009).
UAPR is the Romanian Association of Advertising Agencies, a professional organization founded in 2000, with the purpose of sustaining the interests of the advertising agencies, but also to develop the advertising industry and to raise the professional standards of this domain. So far, UAPR has initiated and sustained project for the advertising industry such as Effie Awards, Ad'Or, Salary Survey and AdMarket. IAA - the International Advertising Association is an unique strategic partnership focused on sustaining the common interests of all the disciplines regarding the area of marketing communications – from advertising agencies, mass-media companies, direct marketing agencies and firms to individual practitioners.
The ADOR competition is structured on different media. The categories and sections are organized in order to emphasize the media fragmentation and the development of the new media. ADOR Categories & Sections
IV. OOH 1. Art, Culture, Media & Entertainment 2. Fast Moving Consumer Goods – Food & Drinks 3. Fast Moving Consumer Goods – Cosmetics, Toiletries, Pharmacy & Household and pet care Products 4. Fashion & Lifestyle 5. Financial, Banking, Investments & Insurance Services 6. Telecommunication services 7. Corporate 8. Automotive and automotive products 9. Durables and Other Consumer Goods
V. Integrated Campaigns
1. Art, Culture, Media & Entertainment
2. Fast Moving Consumer Goods – Food & Drinks
3. Fast Moving Consumer Goods – Cosmetics,
Toiletries, Pharmacy & Household and pet care
4. Fashion & Lifestyle
5. Financial, Banking, Investments & Insurance
6. Telecommunication services
8. Automotive and automotive products
9. Durables and Other Consumer Goods
The ADOR categories include, besides the classic media, also other sections dedicated to the new media of communication like Online, Use of Media, Design or BTL strategies.
1. Viral (viral videos, viral e-mails and other ads that
encourage viewers to pass along an advertising message)
2. Websites and micro sites (websites created for a company,
a brand or a product, including micro sites and promotional
3. Online Advertising Campaigns (banners, rich media, pop
ups and pop under, skyscrapers, flash animated, search
VII. Media 1. Use of Television 2. Use of Print 3. Use of Outdoor/ Transit/ Ambient Media ( outdoor & ambient media, non traditional media, including never used before media, stunts & live advertising) 4. Use of Radio 5. Use of Internet
1. Corporate identity ( logos and trademarks)
2. Magazines and Newspapers/ Books/ Corporate publishing
1. Special Events (consumer events, corporate events, new product launch & re-launch
2. Field Marketing Event (sampling, demonstrations, merchandising activity, experiential
marketing, non standard event marketing, field marketing)
3. Loyalty/Continuity schemes (direct campaign/communication that seeks to establish or
maintain a long-term consumer relationship and best elicits customer loyalty by
encouraging or rewarding usage of the product/service)
4. Sponsorship or partnership campaigns (for a campaign that utilized a sponsorship or tie
X. Special Best (craft)
1. Best use of Illustration (Print)
2. Best use of Photography (Print)
3. Best use of Music & Sound Design
(TV & Radio)
4. Best Production (TV)
5. Best Image & Direction (TV)
6. Best use of Art Direction
7. Best use of Copywriting
Extra- Competition Category: SOCIAL CAMPAIGNS supported by The Civil Society Gala 1 Research and Education 2 Art and Culture 3 Defending Civil Rights 4 Civic Behaviour and Public Participation 5 Health 6 Social Services for disadvantaged categories 7 Protecting the Environment 8 Economic and Social Development
ADOR Festival awards an “ADOR” Trophy for each section and a “Best of” Trophy for each category (except the Craft category). The grand-prix of the ADOR Festival is the “Agency of the Year” Award that goes to the agency with the highest score in the competition. For each award, the agency receives a certain score, directly proportional to the value of the trophy, except for the Extra Competition Category Awards that cannot compete for the “Agency of the Year”. For the final score, all the awards the agency obtained in all the categories of the competition will count, except for the Craft and Social categories.
ADOR 2009 When: 7 – 10th of September, 2009 Where: in Bucharest, at the National Theatre of Bucharest How: 3 days of public presentations of the works from the competition in front of an international jury and an open public* and, at the end, an awarding gala to celebrate the winning works. Who: Romanian advertising agencies, people from the advertising industry, PR and online people, media & advertising journalists, students interested in advertising, marketing and communications.
36 Advertising agencies in the competition
18 Winning Advertising Agencies
65 Trophies (17 Gold, 21 Silver, 27 Bronze)
1 Agency of the year: Graffitti BBDO
600 Participants at the awarding gala
* ADOR 2010 will be held without the public presentations
Special guests Besides the public presentations of the works in the competition, ADOR had the pleasure to host 2 special speakers: 2. Ales Pavlin, International Relations Director 15 years of Golden Drum
Christian Luerzer, Luerzer’s Archive
Confessions of a serial killer (with the occasion of Luerzer’s Archive 25 years)
Samuel Akesson Senior Creative Fallon London Jury Franco Moretti President of the Jury President Art Directors Club of Europe Erkko Mannila Executive Creative Director TBWA / PHS Helsinki David Fischer Creative Director Scholz & Friends Berlin Igor Lutz President & Chief Creative Officer BBDO Moscova
The Trophies Marathon The winners of ADOR 2009 received their trophies after the gala, at their offices, the place where they had the creative ideas that stood behind the awarded work. The ADOR team was there to congratulate and to take photos with all the winners.
Who said what? Samuel Akesson, Senior Creative Fallon London Erkko Mannila, Executive Creative Director TBWA/PHS Helsinki Franco Moretti, President Art Directors Club of Europe “ It has been a real pleasure to participate, it was enlightening to see the progress of the Romanian creative community since my last visit few years back, sincere compliments and keep it up. It has been great to have shared the experience with such a great bunch of pros.” “ Thank you for a great experience, thanks for a fantastically organized week. Jury colleagues – thanks for inspiring and rewarding conversations” “ Thank you for the hospitality during the ADOR week. It was an ultimate experience to be in the jury for some other country's domestic competition.”
C osmin Radoi Managing Director Graffiti BBDO Dragos Radulescu Creative Director DraftFCB One thing to mention is the presence of an international jury, of a totally different caliber of what ADOR used to be. I think ADOR became, thanks to this jury, more friendly, less vainly, more competitive and, maybe, less Romanian. (adplayers, 21 st September 2009) It was a night in which I lived every envelope's opening at maximum intensity. The tension kept raising as we were called on the scene more and more often and the end of the Gala was near. An end that was a huge release of joy for an agency always close to the top, but who reached it at the ADOR Gala for the first time. (IqAds, 11 th September 2009) Jorg Riommi Creative Director Saatchi & Saatchi We are very happy with the trophies won this year at ADOR. It was a great evening for us that inspired and motivated us. We submitted seven works and won with six, so this means a lot to us. (IqAds, 11 th September 2009) Who said what?