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Direct Jury

  • D&AD Awards 2025

Marketing communications delivered straight to the consumer and designed to elicit an instant and direct response from the target audience.

None

Have a look at the subcategories below and download the entry kit for more information.
Visit D&AD Awards for translated versions.

Get the entry kit

Subcategories

You can enter your work in the following subcategories.

  • 6201 - Integrated

    Fully integrated direct response marketing campaigns that are executed across multiple platforms that elicit an instant and direct response from the intended audience. For example, online, in print, TV and radio.
  • 6202 - Digital

    Digital communications that elicit an instant and direct response from the intended audience. For example, banners, campaign sites, emails, apps and direct messaging (eg DMs, SMS, MMS & WhatsApp).
  • 6203 - Social

    Direct response campaigns and communications specifically designed for social media platforms, including mobile ads.
  • 6204 - Film

    Social, VOD, TV or cinema ads that elicit an instant and direct response from the intended audience. Includes work for offline platforms such as planes, festivals, presentations.
  • 6205 - Direct Mail

    Physical mail that elicits an instant and direct response from the intended audience. Includes door drops, letters, postcards and mail packs.
  • 6206 - Printed Materials

    Print marketing that elicit an instant and direct response from the intended audience. Includes stationery, leaflets, brochures, books, greetings cards and calendars.
  • 6207 - Press & Outdoor

    Press and poster advertising that elicit an instant and direct response from the intended audience. Includes press inserts and wraps, work released on digital and interactive sites, special builds and street flyering.
  • 6208 - Radio & Audio

    Radio ads and audio marketing that elicit an instant and direct response from the intended audience. Includes radio broadcasts, fan base targeting and podcasts.
  • 6209 - Events

    Events and stunts that elicit an instant and direct response from the intended audience. Includes virtual and live events, flash mobs, guerilla marketing and pop-up shops.
  • 6210 - Products & Services

    Products and services that elicit an instant and direct response from the intended audiences. Includes product samples and consumables.
  • 6211 - Acquisition & Retention

    Campaigns that elicit an instant and direct response from the intended audience to initiate a targeted drive towards a business, company, or product in order to establish a relationship with the consumer or encourage customer loyalty.
  • 6212 - Innovation

    For cutting edge work that changes the way brands market straight to the consumer. For innovative products, services and communications that elicit an instant and direct response from the intended audience.
  • 6213 - Use of Emerging Technology

    The use of immersive technologies in direct response campaigns and communications, for example, direct-to-avatar. Includes the use of AI, AR, VR or MR to blend real and virtual worlds, and applications across web 3.0 and the metaverse.