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Press release by the Filmakademie Baden-Wuerttemberg
Ludwigsburg, 16. February 2021
PORSCHE AWARDS GEARING UP FOR THE NEXT ROUND ON 13 JULY 2021
ADVERTISING FILM PRIZE TO BE AWARDED AT FABW
The redesigned PORSCHE AWARDS – FOR YOUNG TALENTS IN ADVERTISING will be presented slightly later than planned this year. In response to the coronavirus pandemic, the Filmakademie Baden-Wuerttemberg as the organiser and Porsche AG as the main sponsor have set a new date: Tuesday, 13 July 2021. It is hoped that this change of date will improve the likelihood of being able to present the advertising film prize for young talents in an in-person event with audience in Ludwigsburg as usual. The award ceremony was originally scheduled for 22 April 2021. The new date is also the kick-off to a series of events in this week (13-16 July) celebrating the Filmakademie´s 30th anniversary.
As a result of the postponement, the submission deadline had also been extended. Within the new deadline for film submissions on 8 February 2021, 178 film talents from 18 countries (Angola, Austria, Belgium, Brazil, Canada, Czechia, Germany, India, the Netherlands, New Zealand, Poland, Singapore, Slovenia, South Korea, Spain, Switzerland, the UK, and the USA) submitted their work in three new categories. The categories are: Short Advertising Content, Long Advertising Content and Driven by Dreams. Themes include classic short advertising spots, mobility, fashion, sport, campaigns and branded advertising. “Social spots” also make an appearance among the submissions, exploring topics such as sustainability, the environment, health, child protection, anti-racism, female empowerment, diversity and inclusion. Some films deal with the coronavirus pandemic and its side effects.
The jury can look forward to a difficult task when it comes to selecting the nominated films and winners. As always, the jury is made up of experts from the international advertising film industry. The members this year are:
This year the award ceremony will be hosted byBritta Poetzsch, Chief Creative Officer Campaign with the marketing agency Track GmbH, Hamburg. In 2018 she was already part of the Jury.
The restructuring of the PORSCHE AWARDS prize categories reflects the continuous growth in the spectrum of the advertising film as a genre, which now includes branded entertainment, VR and augmented-reality formats, apps and campaigns for smartphones and social networks. The topics of sustainability and environmental protection are also coming into sharper focus. To accompany these changes, the PORSCHE AWARDS has a redesigned website and a new logo this year in order to visually capture the dynamism of the advertising world.
Alongside the main sponsor Porsche, three co-sponsors also support the advertising film award for young talents: the City of Ludwigsburg, Distelhäuser Brauerei Ernst Bauer GmbH & Co. KG and SÜDKOLA Limonadenwerk Kahle, Wagner, Welz GbR.
Media partnerships exist between the PORSCHE AWARDS and the international advertising film publication shots, the online platform for international short-film talents 1.4 – both based in London – and the Young Director Award in Cannes.
Ludwigsburg, 30. July 2020
ADVERTISING FILM PRIZE FOR YOUNG TALENTS OPENS UP TO NEW FORMATS AND COMMUNICATION SOLUTIONS
NEW DIRECTION FOR THE PORSCHE AWARDS
A number of film festivals and award ceremonies have been cancelled as a result of the coronavirus crisis. The “Porsche Award” is also taking a break this year – but not because of the virus. The Filmakademie Baden-Wuerttemberg as the organiser and Porsche AG as the main sponsor have used the time to develop the advertising film prize for young talents, optimising it and adapting it to current developments. The new title PORSCHE AWARDS – FOR YOUNG TALENTS IN ADVERTISING further highlights the global award’s more international focus – but that is not the only major innovation. Important changes have also been made to the content and structure of the competition. The short ad spot with a closing punchline, which dominated the industry for so long, is now only one of many formats. These innovative developments are reflected in the three new competition categories:
Category 1: Short Advertising Content
Alternative advertising (film) formats and classic advertising spots up to 60 seconds.
These alternative formats include viral spots, films and campaigns for social networks or for smartphones, interactive formats and apps. Trailers, virtual/augmented reality projects, experimental projects, documentary advertising film spots, mockumentaries, branded events, showcases, games, etc., can also be submitted in this category.
Category 2: Long Advertising Content
This is the category for branded shorts and short films with an advertising background that bring to life the brand essence, product statements or company philosophies – up to a length of 10 minutes.
Possible formats include: short films with advertising/communication message, branded entertainment projects (branded short, branded event, branded game, etc.), documentary advertising film formats, mockumentaries, films and campaigns for social networks or for smartphones, interactive formats and apps. Trailers, virtual/augmented reality projects, experimental projects, showcases, games, etc., can also be submitted in this category.
Category 3: Driven by Dreams
The focus in this category is on a strong statement, a persuasive stance/worldview, or an appeal. The “Driven by Dreams” category is for films and formats that get us dreaming of a better world. Films and formats for progress, for environmental awareness and for sustainability, and social spots or projects with the nature of an appeal. Projects that inspire us to see the world differently, to think in slightly more progressive ways, or to work for a social cause.
Films/projects of up to 10 minutes and other (online) formats are eligible in this category. These include: TV, cinema and online spots, viral spots, social spots, films and campaigns for social networks or for smartphones, interactive formats and apps. Trailers, virtual/augmented reality projects, experimental projects, showcases, games, etc., can also be submitted in this category. As can short films with an advertising/communication message, branded entertainment projects (branded short, branded event, branded game, etc.), documentary formats and mockumentaries.
One rule applies to all categories: every entry must communicate a message relating to a product, brand, consignor, institution or the like. In Category 3, however, the statement can also be a message/stance/worldview without reference to a product or similar.
Three or four entries will be nominated per category, and the filmmakers will be invited to the award ceremony at the Filmakademie in Ludwigsburg on Thursday, 22 April 2021. In future, only one trophy will be awarded per category, with the winner in each receiving an increased cash prize of 4,911€ – a nod, as before, to the classic sports car, the Porsche 911.
Also new this year is a more high-profile website at: www.porsche-awards.com, which will go online in time for the competition launch at the end of July.
Time-proven elements of the competition will, of course, be retained. That includes the international jury, made up of prominent experts from the advertising film industry, who will assess all submissions and draw up a shortlist of nominated films. Entries for the PORSCHE AWARDS can be submitted from 30 July to 30 November 2020.
Other partners and sponsors include the City of Ludwigsburg and local brewery Distelhäuser Brauerei Ernst Bauer GmbH & Co. KG.
As in previous years, the London-based internationalmedia partnersshots – international advertising film publication and 1.4 – online platform for international short film talents are also on board.
We also welcome a new partner this year, the Young Director Award (YDA), which is awarded annually at the Cannes Lions Festival.
30 July–30 November 2020
22 April 2021
Filmakademie Baden-Wuerttemberg GmbH
Filmakademie Baden-Wuerttemberg, Ludwigsburg
Olivia Marten: firstname.lastname@example.org
Press and PR / Germany
Fenja Schnizer and Andreas Friedrich: email@example.com
Maximum film/format lengths
Up to 60 seconds (Short Advertising Content)
Up to 10 minutes (Long Advertising Content)
Up to 10 minutes (Driven by Dreams)
Original language, English subtitles
4,911 € in each of the three categories
Dr. Ing. h.c. F. Porsche AG, Stuttgart
Distelhäuser Brewery Ernst Bauer GmbH & Co. KG, local brewery
City of Ludwigsburg
Press and PR:
Nadescha Vornehm: firstname.lastname@example.org
shots, international advertising film publication, London
1.4, online platform for international short film talents, London
Young Director Award, Award Dedicated to Rising Young Directors
Tel:+49 7141 969 82187
Press Officer & Head of Alumni Relations
Tel:+49 7141 969 82188