Created in 1974, this award is organized yearly by UPE. The jury is composed by creative professionnals of advertising billboard. SECODIP takes part in the process. UPE offers the winners advertising spaces for the winning campaigns. National advertiser receives it for an amount of 2 millions francs and regional advertiser for an amount of 1 million. The campaign have to be launched between the 31th of August previous year and the first september of current year.