Eurobest 2026: redefined Creative Data Award, AI Craft new sub-categories

Eurobest has opened submissions for 2026 Awards, marking its 39th edition. 2026 edition comes with a series of changes, such as Creative Data Award being redefined to recognize work where data is central to the creative idea and categories being updated (privacy-first personalization and breakthrough media innovation). Submissions will need to show that data was essential to both the idea and its business impact.

New AI Craft sub-categories have also been introduced. They will recognise work where human creativity and artificial intelligence combine to produce work that could not have been created through previous methods alone. The sub-categories will feature across the Design, Digital Craft, Film Craft, Industry Craft and Creative Data Awards.

Other updates include a new IP and Brand Identity & Storytelling sub-category within the Design Eurobest Award; a new Holistic Wellbeing & Mindful Living sub-category within Health & Wellness; and Use of Humour as a new medium in Healthcare. Following the introduction of retail media sub-categories in the Media and Creative Commerce Eurobest Awards in 2025, retail media will now also extend into the Creative Strategy and Creative Data Awards.

Eurobest has also introduced enhanced integrity measures to strengthen how entered work is assessed. Building on the LIONS Integrity Standards announced in July 2025, entrants will be required to meet additional requirements around factual accuracy, evidence and authorization, supported by the new LIONS Integrity Handbook.

Marian Brannelly, Global Director of Awards, LIONS, said:

“Eurobest has always reflected where European creativity is heading, and this year’s updates are designed to ensure the Awards continue to recognise the work driving the industry forward. From stronger integrity standards to changes in Creative Data and the introduction of AI Craft, the Awards are responding to how creativity is evolving across Europe.”

The Eurobest Young Creatives Competition will also return for 2026, giving emerging creative talent across Europe the opportunity to respond to a live brief and present their work to an expert Jury. Winners will be announced in December, with further details due ahead of registration opening in September.

Entries into Eurobest are being accepted until 15 October 2026.