The Curious Felis Awards, which aims to reward creative strategies and strategists behind campaigns that have proven their impact, was first organized in 2021.Curious Felis aims to make the 'strategy' discipline more visible at all points, end-to-end, by focusing on both creative strategy and marketing strategy.Curious Felis contributes to bringing more talent to this discipline by rewarding 'strategic' leaders and young talents of strategy, research and marketing teams in advertising and marketing fields.

Curious Felis Awards

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01. Insight That Excites

<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:246,&quot;end&quot;:5701},&quot;regular_list_item&quot;,{&quot;start&quot;:744,&quot;end&quot;:1185}]">Campaigns that challenge market stereotypes with an innovative perspective, break conventions with an unexpected tone of voice or a bold brand stance, and redefine the category are evaluated in this category.
<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:246,&quot;end&quot;:5701},&quot;regular_list_item&quot;,{&quot;start&quot;:744,&quot;end&quot;:1185}]">Entries must clearly outline the prevailing market convention and provide concrete proof of how the developed strategy introduced innovation to both the brand and the market.

02. Disrupting the Category

<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:246,&quot;end&quot;:5701},&quot;regular_list_item&quot;,{&quot;start&quot;:1187,&quot;end&quot;:1625}]">Campaigns that transform an existing yet untapped brand into a recognized brand or create a brand from the ground up that consumers will want to buy are evaluated in this category.
<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:246,&quot;end&quot;:5701},&quot;regular_list_item&quot;,{&quot;start&quot;:1187,&quot;end&quot;:1625}]">Additionally, campaigns introducing a new or previously existing but uncommunicated product, service, or business model to the market for the first time should also apply under this category.

03. Building the Brand From Scratch

<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:246,&quot;end&quot;:5701},&quot;regular_list_item&quot;,{&quot;start&quot;:1627,&quot;end&quot;:2202}]">Campaigns that refresh the existing brand positioning with a new target audience definition, value proposition, or brand character, or redefine the brand entirely by changing its position both in consumers' minds and in the market are evaluated in this category.
<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:246,&quot;end&quot;:5701},&quot;regular_list_item&quot;,{&quot;start&quot;:1627,&quot;end&quot;:2202}]">Applicants must explain the differences between the old and new positioning, provide reasons for this change, and present concrete evidence of how the new positioning solved a business and/or communication problem and was reflected in creative execution.

04. Repositioning the Brand

<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:246,&quot;end&quot;:5701},&quot;regular_list_item&quot;,{&quot;start&quot;:2204,&quot;end&quot;:3005}]">Campaigns that define a purpose and meaning for the brand by aligning cultural/social reality, human truth, and the reality of the product/service/brand to create added value for the target audience are evaluated in this category. These projects aim to provide sustainable solutions to social, environmental, or economic issues, raise public awareness, or generate public discourse.
<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:246,&quot;end&quot;:5701},&quot;regular_list_item&quot;,{&quot;start&quot;:2204,&quot;end&quot;:3005}]">Applicants must clearly establish the relationship between the brand&rsquo;s product and/or service and its purpose, demonstrating how this meaning adds value to the brand beyond business results. Entries should present before-and-after analyses, behavioral change impacts, and perception or attitude shifts backed by research.

05. Purpose That Ignites

<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:246,&quot;end&quot;:5701},&quot;regular_list_item&quot;,{&quot;start&quot;:3007,&quot;end&quot;:3738}]">Campaigns that have successfully propelled the brand forward year after year by adhering to the same creative strategy for at least three years are evaluated in this category. The primary evaluation criterion is the ability to demonstrate, with concrete evidence, that the targeted success has been sustained over time, either through increasing achievements each year or maintaining a steady growth rate.
<p data-pm-slice="1 1 [&quot;ordered_list&quot;,{&quot;spread&quot;:true,&quot;startingNumber&quot;:1,&quot;start&quot;:246,&quot;end&quot;:5701},&quot;regular_list_item&quot;,{&quot;start&quot;:3007,&quot;end&quot;:3738}]">Additionally, continuity of at least one brand element, such as a slogan, celebrity, jingle, mnemonic, or tone of voice, must be present throughout the campaign period. This category focuses on creative strategy continuity rather than marketing strategy continuity.

06. Standing the Test of Time

Campaigns that successfully extend a locally impactful strategy beyond national borders or develop strategies tailored to international markets based on insights from Turkiye are evaluated in this category.
Only campaigns developed within the Republic of Turkey or by agencies headquartered in Turkiye and executed by their international offices are eligible to apply.

07. Thinking Globally

Campaigns that achieve remarkable success with a modest budget are evaluated in this category. Applicants must demonstrate that they gained market share with lower media investment (Share of Spending - SOS) or lower share of voice (SOV) compared to competitors.
Additionally, initiatives with an annual media budget below 5 million TL are eligible to apply.

08. Small Budgets, Big Results

Campaigns that target businesses rather than individual consumers&mdash;such as SMEs, corporate firms, and the professionals representing these businesses&mdash;are evaluated in this category.
The primary assessment criterion is demonstrating how the product and/or service has made an impact in the B2B sector, breaking conventions through innovation or a distinctive communication approach.

09. Shaking Up B2B

Campaigns that successfully create a real-time communication strategy by addressing a current issue relevant to the brand&rsquo;s target audience and values are evaluated in this category.
The application should clearly explain why the issue is relevant to the brand and how the real-time communication initiative contributed to the brand&rsquo;s business and communication objectives.

10. Seizing the Moment

Campaigns that build and sustain an engaged community around the brand, aligning with its goals and values, are evaluated in this category.
The application must clearly demonstrate how the creative strategy has contributed to brand loyalty and affinity among the target audience.

CREATIVE STRATEGY