Cornetto social media – When Creamy met Crunchy 比赛结束

Come up with a big idea for social media that makes teens looooooove Cornetto!

开始 2016年11月10日 结束 2016年11月20日 23:59 UTC 审议 结果 2017年1月
开始
2016年11月10日
结束
2016年11月20日 23:59 UTC
结果
2017年1月
简介

背景

What comes to mind when you think of Cornetto? All the wonderful summer colours? The expected, yet surprising chocolate tip? Cornetto is the iconic, one-of-a-kind original, oh-so creamy ice cream in a crunchy, golden wafer cone. What makes it an irresistible afternoon snack is the pleasurable palette experience when the creamy ice cream meets the crunchy wafer.

Cornetto wants to connect with today’s teens (15-19 years old), so called “Centennials”. They are the only ones who have lived with smartphones and tablets from the day they were born. They are more independent minded and driven, only impressed by the most unique, original and humorous content. Cornetto wants to connect with them in their way, showing them how amazing Cornetto through creative and humorous content on social media around the year.

Can you come up with a big idea to make teenagers fall in love with Cornetto on social media channels?

创意挑战

Come up with a big idea that can be applied to different occasions throughout the year to introduce Cornetto’s multi sensorial experience on social media. Express your idea in one surprising and funny poster.

We’re looking for more than food porn type images showing delicious Cornetto ice cream, or a standard poster showing teenagers falling in love over a Cornetto. We want you to show the great multi sensorial feeling when creamy ice cream meets a crunchy wafer cone.

We need you to think of a BIG IDEA that can be applied very easily to different occasions around the year. Think about the special occasions in one year, some social trends or cultural events related to celebrities, anything that raises a topic. Be creative! Use one poster as an example to demonstrate how it works and what it looks like.

On the first page, use a poster to demonstrate your idea. On the second page, please answer three questions:

  1. Describe your idea in your own words.
  2. In the poster, what occasion is it for and why do you think teens will love it?
  3. How can your idea be reapplied to other occasions?

We are not looking for an idea of posters that makes teens LOL (laugh out loud), rather we’re looking for an idea of playful and humorous posters that makes them giggle or smile and share with their friends. Cornetto is confident, encouraging and happy, but not pushy, overly chatty or abrupt.

The posters will be viewed on social media channels where most people access them on mobile devices. Your visual needs to be mobile friendly and easy to understand.

 

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。

There are many different social events you can use: a presidential election in your country, the Olympics, Mother’s day, the holiday season… as long as it’s interesting for teenagers! 

An example of a good entry would be the idea of a series of funny images about how different things match perfectly and brings happiness, just like the creamy ice cream and crunchy wafer cone. It can be used for Solstice (the first day of summer), 90th birthday of the Queen, International Jazz Day, International day of Happiness…

Bad entries would be ideas that can’t be reapplied to other occasions throughout the year and, don’t bring a smile to their face when they see it, or the ones without the clear message about Cornetto’s creaminess and crunchiness.

奖金

评审团奖金

  • #1 奖金 € 1,500
  • #2 奖金 € 600
  • #3 奖金 € 400

格式

Poster with text description

评奖标准

The winning idea will be a big idea that can be applied to different occasions throughout the year. The winning posters should bring to life the multi sensorial experience of Cornetto - the creamy ice cream in a crunchy wafer cone in a surprising and humorous way. They need to be relevant for social trends or cultural events so Cornetto can use them during specific occasions throughout the year.

比赛指南

本次比赛指南

  • Download the brand book and product visuals from the toolkit.
  • The entries should be in English.
  • Cornetto is a summer snack! Please show the bright and sunny environment in your poster.
  • You can think about any local holidays or events related to your culture. It doesn’t have to be a global event.
  • You don’t have to show Cornetto product in your brief but it has to convey the message about the creaminess and the crunchiness.
  • Your main visual should be self-explanatory. The text in the poster is only there to make the poster stronger.
  • 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。