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Contests / Name the ADV / Brief

Contest detail page.

What should i do now?

  • Read the brief
  • Download the material files (if available)
  • Upload your design


  • upload phase
  • community vote
  • client choices


08 Feb 19

281 entries




New naming contest on IGPDecaux and Desall invite you to propose new names for a series of advertising products sold by the company, classified by category according to the area they target.

Company description

IGPDecaux SpA is the leading Italian player of Out of Home Communication.
Exterior Transits, Subways, Airports, Street Furniture and Billboards are the media for our Out of Home and Digital Out of Home Communication Solutions, carefully integrated in urban environments to turn cities into more welcoming, pleasant and comfortable ones.

Our goal is to build well-designed external communication, tailored to clients' needs, useful for citizens, of pleasant design, environment friendly and innovative.

IGPDecaux operates within Urban Public Spaces, thus supports digital and infrastructural transformations of cities in motion, trying to shape a future of improved quality of life.
IGPDecaux is committed to customers satisfaction with high quality products offering

IGPDecaux was born in late 2001 from the merge between IGP, a company owned by du Chène de Vère family leader in transit advertising; JCDecaux Comunicazione Esterna Italia, branch of the French group JCDecaux; and RCS MediaGroup. From July 2015 JCDecaux SA and the du Chène de Vère family have bought the RCS MediaGroup share. This transition brought JCDecaux and the du Chène de Vère family to own respectively 60% and 40% of IGPDecaux assets.

What we are looking for

Start creating your inspiration wall using the Inspiration tab and get inspired by the hints of other creatives!

The brief is available in the following languages:
- Italian
- English

Download the Material files .

IGPDecaux is looking for a new set of names to identify its own products dedicated to communication and advertising (surface transportation, urban furnishing, subway, etc.), suggesting intuitive, self-explanatory names, easy to remember and to communicate to its own clients.

For all the details, you are required to download the Material files .


For the correct realisation of your proposals, keep into consideration the following guidelines:

Product categories: the IGPDecaux products are grouped in various categories – each with different reach, format, support and targeted areas:
1) Dinamica bus, trolleybus and tram
2) Digital (Digital out of Home)
3) Metropolitana (subway)
4) Urban furnishing (not subject of the contest)
5) Billboards (not subject of the contest)
6) Airports (not subject of the contest)

Each category comprises different products, that vary according to the targeted area and other parameters, as better specified in the Material files. Each category corresponds to one award, as further detailed in the relevant paragraph.

Aim of the contest: for each category subject of the contest – that is Dinamica, Digital and Metropolitana – you are required to create a list of names to identify the products specified in the relevant table attached inside the Material files . The names shall convey in an intuitive way, easy to remember and to communicate, the main features that characterise the products, specified in the blue columns of the tables attached (see Material files ).
For the sole “Dinamica” category, you are also invited to propose a new category name, to better represent the area targeted by the products, that is urban vehicles such as buses, trams and trolleybuses.

In order to access all the information of the categories and of the products, you are required to download the Material files.

Naming guidelines: the product names you propose shall:
- Preferably be written in English (or in Italian);
- Be intuitive, that is allow the client to easily understand the product typology s/he is willing to purchase;
- Be short, that is use the least possible words and a limited number of characters;
- Be easily remembered, so to allow the client to clearly remember the desired product;
- Be easily communicable, that is written in an understandable language, simple and not technical.
The names shall preferably be coherent with one another, even if belonging to different categories.

Target: the buyers of the products offered by IGPDecaux, subject of the contest, will be both intermediary agencies (media centres and creative agencies) and final customers (companies) that wish to purchase the advertising solution of their interest.

Material files: in order to have access to all the information on the products to rename, you are required to download the Material files, that contain:
- Product-list.PDF: with explanatory tables of the various categories, the features of the products, some photo examples, further indications on the placement, etc.
- Submission-forms: inside this folder, you will find three Excel files (.xlsx), containing the list of products to rename and the column where to write your solutions. It is fundamental that you write your proposals inside this .xlsx files. The .xlsx files can be opened with Microsoft Excel, Google Sheets, Openoffice or other spreadsheet software.

Submission methods: in order to facilitate the submission of the proposals, you are invited to comply with the following indications:
- In the “naming” field inside the contest page, specify the name of the category for which you are presenting the product names (for ex. if you submitting the names for the “Metropolitana” category, the “naming” field will be entitled “Metropolitana”);
- In the “Archive file” field, attach a .ZIP archive (not .rar or other extensions) containing the Excel file filled in with your proposals, based on the category for which you are sending the names.

Every upload shall correspond exclusively to one category.

Submissions NOT containing all the names required for the category, might not be taken into consideration for the final selection.

Evaluation criteria: in the evaluation of your submissions IGPDecaux will take into account the following criteria:
Understandability (5/5)
Communicability (5/5)
Coherence among the names (3/5)
Ability to be concise (2/5)
Rememberability (2/5)

Naming language: you may submit your name proposals either in Italian or in English, as you prefer. IGPDecaux would prefer the use of English, but it is not mandatory. The language choice will in no way influence the final judgement, that will be exclusively based on the quality of the proposals.

Contest timeline
Add the contest to your calendar

Upload phase: 5th July – 18th October 2018 (1.59 PM UTC)
Client Vote: from 18th October 2018
Winner announcement: approximately before the end of December 2018

Optional deadlines
Concept revision: 2nd August 2018 (1.59 PM UTC)

Concept revision: deadline for requiring an optional revision of your project by the Desall team. In order to request a revision, upload your project and save it as draft (SAVE DRAFT) from the upload page and send your request to the Desall Team via e-mail or through the contact form. The revision is NOT mandatory: it serves only as a further opportunity for the participants but does not constitute a condition for participation, nor does it constitute any advantage in the final evaluation.

Eligibility and submission
Participation is free of charge and open to designers and creative talents of any nationality aged 18 years or older. Participants can present one or more projects, but only the projects published on the web site, via the upload page related to “Name the ADV” will be accepted.

DINAMICA Award: €1500
DIGITAL Award: €1500
The selection of the winner by IGPDecaux will be the result of an unquestionable evaluation and it will take into account originality, feasibility and consistency with the brief presented.

Option right
For the duration of the option right, the Sponsor offers an extra chance to all participants setting a fee of Euro 500,00= (five-hundred/00) for the purchase of the license for the economical exploitation of the projects not-acknowledged as the winning proposals.

For more info, please login and read the Contest Agreement from the upload page. For questions about the brief please use the “Have a question” button or write to We invite you to download the PDF of the brief for some extra guidelines and advices for your submission.


Since we are an international Community, all texts provided with your uploads (abstract, description, tags, etc.) should be written in English.

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