Basic principle of this new advertising competition is that shortlisted entries from participating regional festivals (ADC*E, Golden Drum, ADFEST and FIAP) gain exclusive right to enter into the Intercontinental advertising selection judged by the highest level international jurors.
Works that were not shortlisted at the mentioned festivals can not enter directly.
All THE CUP finalists are pre-selected by regional juries. THE CUP jury members come from regional festivals and are some of the world’s most awarded creative directors. They are able to recognize the local spirit of the best entries, too, and they have the authority to relate it to the others. The judging process is therefore fairer and guarantees equal opportunity to every entry regardless of its origin.
The judging process structure was developed by Michael Conrad. All entries are grouped in 17 Best of product and service categories and at first judged regardless of their initial media appearance. In the second group Best of Media the jury selects the best work regardless of its product or service category. In the third group Best of Admaking the craft skills are awarded.