How Scoring Works

Judging is Blind but not Anonymous. Judges don’t talk to one another or the Challengers while scoring, but score sheets are not anonymous, meaning, Challengers will know each Judge’s comments.

Hit Factor is an Objective measure of whether or not the image met the criteria of the Match Brief. When judging Hit Factor, Judges should be looking at whether or not the image fulfils the Brief, is suitable for the intended purpose, and is clearly related to the topic at hand. For example, if a Brief asks for 3 images for an ad campaign and the company sells dog toys and obedience classes, the Hit Factor of the image should be judged on whether or not it accurately portrays the products and/or services in a creative way. This is a score out of 10.

Power Factor is an Objective measure of how well the image itself is executed. Every image submitted should be in focus, cropped well, use appropriate lighting, and exhibit a unique and creative point of view or perspective. Even if it’s obvious a Challenger selected a pet store for their ad campaign and their Hit Factor was high, Judges need to look at whether or not the product shots are in focus and the pictures depicting training are interesting and compelling. This is a score out of 10.

Ranking is where Judges are asked to provide a Subjective score. The overall impression of a Challenger image, regardless of Hit and Power Factor, will cause some images to stand out more than others. An image with low Hit or Power Factor may still rank well because it is memorable or striking. Challenger images are assigned an ordinal rank from first to safe to last place. Rank is a weighted score from 0 - 50 based on the number of challengers remaining in the competition. The value of ranking is added to the Challengers' Hit & Power Factor scores to calculate their standing for that week.


Critiques are where Judges give constructive feedback to Challengers explaining why they gave the scores they did. Comments should be brief, specific, and address proficiencies and deficiencies. This is also where Judges may wish to express a personal opinion such as how they might approach this Brief. Comments might look something like, “The concept was clear and the creative approach was high, but the images were poorly executed because there is an inadequate depth of field. I would consider using different lighting.” The critique is intended to be constructive and carries no score.