About 5-10-20 in the years 2007-2011

The 5-10-20 competition aims to promote the creative and professional use of digital communication media in the public realm. It primarily focuses on innovative narrative and dramaturgical strategies suitable for generating awareness and conveying messages – answering the questions "what?" and "how?" in connection with digital moving images.

The competition is intended to draw attention to the special opportunities and unique features that this new means of communication offers. Moreover it seeks, in particular, to motivate creative young talents to explore the possibilities of new film and animation technologies and to provide interested members of the public with a platform for exchanging ideas.

The 5-10-20 Competition is held annually, and this year, 2010, marks the fourth time. It is geared to those working in film in Switzerland and abroad.

Participation criteria

Anyone can participate in the 5-10-20 Competition.
There are no restrictions on the topic, technology, and design of films.
Submissions must meet the following criteria:

• Overall length of exactly 5, 10, or 20 seconds
• No soundtrack
• Max. data size of 45 MB
• Preferable format 16:9

Submission is possibly only via the website of the Competition.

Prizes

The Competition has 3 categories:

• The "5 Seconds" category: Films of exactly 5 seconds in length
• The "10 Seconds" category: Films of exactly 10 seconds in length
• The "20 Seconds" category: Films of exactly 20 seconds in length

Each category has three prizes with a total value of CHF 10,000.
The prizes are provisionally scheduled to be awarded in Lucerne on 17 November 2010.

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Evaluation criteria

The 5-10-20 Competition recognises good contributions to the way digital displays are used in the public realm. In this context, "good contributions" are understood to mean films that...

... contain a clear and current message, i.e. that:

• convey a recognisable intention despite the given time restriction;
• communicate a statement of interest to the general public;
• develop a distinct language in design;
• have an artistic quality and a direction.

... capture the attention besides being unique and entertaining, i.e. that:

• use motion as a means of narration;
• have a convincing dramaturgical theme;
• rely on simple forms of mounting and accessible images;
• follow short scripts that are used in a simple and straightforward way;
• are skillful in dealing with the situation on hand.

... make full use of the media, i.e. that:

• convey a message that is clear and convincing also without sound;
• focus the viewer's attention in a unique way, even when there are distractions;
• remain attractive also when the lighting changes;
• generate attention on large displays (e-boards) and small displays (ad-screens);
• use the technology base available for innovative ideas in design.

... have been produced professionally in terms of filmmaking skills. i.e. that:

• make good use of current technology and creative tools;
• use film / video material, light, camera settings and movement, cutting, and mounting appropriately and effectively.

The jury

The jury of the 5-10-20 Competition is made up of experts in film and communication in Switzerland and abroad. The competition's partners together appoint the members of the jury each year.

The members of the jury.

The jury starts the selection process as soon as the submission deadline ends. The selection has 2 steps:

Step 1: Nominations
All contributions submitted that meet the conditions of the Competition will be posted on www.5-10-20.ch. Jury members will evaluate the various contributions online. The 12 contributions per category that receive the most points will be the ones that are nominated. They will be posted separately on the website's "Nominations" section. The nominated contributions will be prepared (format, packaging, intro-/extroduction) and forwarded to the display hosts to broadcast on their networks. They will be uploaded to the various display channels approximately one month later.

Step 2: Choosing the winner
In order to choose the winner, the jury convenes and views for a second time all the contributions on a typical display in a public space. This is followed by discussions on all the contributions in order to determine the winners in the three prize categories (first, second, and third place).

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The Competition sponsor

The 5-10-20 Competition is part of an interdisciplinary programme of Lucerne School of Art and Design. The Competition is held annually and it receives substantial support from partners in the advertising, film and technology industries.

Films submitted to the 5-10-20 Competition will be incorporated in the university's research, teaching and publication activities.