Freshness that laaaaaaassssstttttts 比赛结束

Reinvent the way to communicate freshness that lasts and laaasssttts!

开始 2016年10月31日 结束 2016年11月13日 23:59 UTC 审议 结果 2016年12月
开始
2016年10月31日
结束
2016年11月13日 23:59 UTC
结果
2016年12月
新闻

Brief has been updated

11月07日 16:23

Dear participants,

Please note that the brief has been changed. We simplified the challenge for you. Please read it carefully before creating and submitting your entries! 

简介

背景

Most brands who communicate long-lasting freshness do so literally. They use a flower (or similar) motif to communicate freshness & a notion of time to communicate long lasting. However, since so many brands do this, this technique simply doesn’t turn heads anymore – especially among the notoriously advertising skeptical Millennials.

 The brand behind this contest wants to turn heads and get noticed, mostly because the products truly deliver fresh scent that laaasssttts. Take existing home & air freshening products, and multiply freshness by 100! – the difference is that palpable!  

The brand also knows that the target, urban Millennials, really appreciate scent moments & experiences in many forms throughout the day-to-day. For example, even if many of them live in a small & simply decorated flat, they actively see it as a haven to recharge themselves to better hit their “on stage” or “on-the-go” life again. For them, scent plays a strong role in their daily life. 

Can you help us come up with a different and surprising way to express long-lasting freshness?

创意挑战

Show us an intuitive, creative, even quirky way to express long-lasting freshness that turns heads.

 In a poster with a bold tagline / claim, please communicate freshness that laaasssts and laaasssttts. On a separate page, tell us what your idea is, and why it’s new in a short paragraph.

We do not want to see anything related to flowers, or notions of time such as clocks, hour-glasses, or calendar like motifs. We have tried this, and they come out flat & déjà vu. 

Think of freshness that doesn’t give up, doesn’t let you down, exhilarates you, but that doesn’t overwhelm or suffocate. Please take inspiration from your day-to-day experiences or frustrations with freshness. What would be the ultimate claim to express long lasting freshness? Please don’t hesitate to tap into popular culture, the world around us, space or even beyond. 

The brand is bold, feisty, quirky and original. It provides long-lasting freshness for clothes (all sorts of them), and for inside space (candles, scent diffusers and air fresheners) that can transform any experience for the better, and even save situations. Your idea should intrigue them enough to give it a try.

提示

我们提供的举例只用于讲述其中的思路,让你更好了解我们的期待值。请不要在你的作品中照搬,否则作品将被拒绝。

It is time for you to get creative! The brand trusts you to think boldly. There are two interesting examples to inspire you in your thinking about freshness:

  • A lipstick brand doesn’t claim it’s a long-lasting lipstick, but rather, it claims to be “kiss-proof”. People get the point … it lasts no matter what the lips do throughout the day!
  • An antiperspirant deodorant doesn’t claim to not leave white lines on clothes, but rather, it claims to be “black dress-approved” because it doesn’t leave white marks on clothes, even on a black dress. People get the point … it doesn’t leave visible white residue. 

You can express freshness either in a literal or in a metaphorical way. 

The bad entries would be the ones that use ordinary elements like flowers or clocks to communicate “long lasting freshness” in a linear & literal way. We need totally new ideas and intuitive ways of communicating this simple concept.

奖金

评审团奖金

  • #1 奖金 € 3,000
  • #2 奖金 € 1,500
  • #3 奖金 € 500

格式

A poster with a tagline.

评奖标准

The winning entries need to express long-lasting freshness in a smart, new and impactful way that will make urban Millennials’ heads turn.

比赛指南

本次比赛指南

  • Entries should be in English.
  • The brand’s colors are black & teal blue (Pantone 326C).
  • It’s a premium aspirational brand who wants to make a difference in urban Millennials’ life.
  • The brand’s bold, feisty, quirky and original character should influence your concept.
  • 作品应该使用英文。
  • 授权和许可使用受保护的内容(包括音乐,照片...)必须包括至少:(一)纳入该衍生或基于这些元素的新作品受保护的内容的权利;(二)使用权出于商业目的和(三)在互联网上使用权。你必须能够在任何时间提供这些授权和许可的书面证明。

eYeka爱可网标准比赛指南

  • 不要在作品中展现任何个人细节(姓名、联系电话、邮件地址等等)
  • 请保留一份高质量或高清版本的参赛作品,以供在获奖后使用。
  • 你提交的作品必须是你自己的创作,才具有参赛资格。
  • 你必须已经获得向该媒体投稿的作者和活动者的书面许可。
  • 如果你已经使用了任何不属于你自己的作品(音乐、照片、设计等),请在你的媒体描述中说明你所使用的音乐和/或图像是否是你自己的创作,并提供授予你使用它(们)的权利的许可的链接。
  • eYeka爱可网将可能要求你提供书面证明或书面文件的复件,以确保eYeka爱可网和品牌客户能根据比赛规则获得使用这些作品的授权。
  • 不符合上述规定的作品将不具备参赛资格。