Baby skin is precious 比赛结束
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Show us how Mustela could be part of an essential caring moment between babies and their parents.

开始 2015年9月30日 结束 2015年10月11日 23:59 UTC 审议 结果 2015年12月
开始
2015年9月30日
结束
2015年10月11日 23:59 UTC
结果
2015年12月
简介

背景

Parents of babies mostly think that their babies’ skin is perfect from birth on. They don’t think that hydration is essential.

When they do hydrate their babies’ skin, it’s more often in the case of a rash or specific skin problem. And it’s perceived as a constraint. Because it has to be done to repair the skin and because baby suffers; it’s a difficult moment. 

Mustela, from The Expanscience Laboratories, is the expert brand in babies’ skin care. Mustela provides expertise to babies and parents: Mustela has been doing research for 11 years and discovered that the skin of a newborn has a surprising source of strength: a unique stem cell reserve that is at its maximum at birth. This resource is vulnerable and fragile. Hence it needs to be protected, and this can be achieved easily with daily hydration with Mustela.

The range of Mustela products has recently been reinvented. They now contain an average of 92% of natural ingredients and are highly efficient for skin hydration, allowing:

  • the skin cells to function perfectly, as water is the main fuel for cells;
  • the skin to be protected from aggressive external factors;
  • the capital of stem cells to be preserved.

But beyond its expertise and scientific approach to babies’ skin, Mustela has also a strong emotional side. They believe that hydrating babies can be an occasion for a bonding moment between parents and babies. It can be a pleasure, something that comes naturally as part of the ritual, in the same way as bathing is a pleasure for most parents. 

Mustela has two sides: the expertise and the emotion. Mustela would like to convince parents that hydration is essential and that Mustela is their best ally to create a nice and gentle moment.

创意挑战

Create an inspiring poster that touches parents and convince them that babies’ skin is fragile and needs the expert hydration of Mustela.

Your poster must be composed of a visual and a tagline. It should appeal to moms and dads and the key thing they should think when looking at it is: “All right, I should take the time to hydrate my baby’s skin- and Mustela products will help me do that.”

Along with your poster, we’d love to hear details about your idea. Please answer the following:

  • What is your idea about?
  • How do you think it will convince parents?
  • How will it make Mustela hydration products stand out from the crowd?

Also, if you’d like to add any other visuals, drawings or text, feel free to do it on the third page of the template – the “moodboard page”.

Don’t blame parents or lecture them. Don’t be too scientific. Talk to their minds and hearts; move them instead of moralizing them.

Find the right balance between showing Mustela as the expert in babies’ skin and the enabler of a bonding moment between parents and babies.

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。

Example of a good creative idea:  Hydration is part of the beauty ritual. Moms use moisturizers in the morning and after they remove make-up. It is obvious to them, so why wouldn’t they want to do this for their babies?

The poster could show a woman who is looking at herself in the mirror and putting on some skin care. In the background, on the mirror, we see a baby – one year old, sitting and looking at his mom with gentle eyes and hope. Mom understands and tells to herself: “of course my little boy needs hydration too!” The tagline could say: “Mustela is here to take care of all babies because they all deserve daily hydration.”

Another way to convince parents about the benefits of hydration is to tell them that the moment they put a cream onto their baby can become a special moment of bonding. Changing a dirty diaper is not a great moment for many parents…. But hydrating is not diapering! Mustela smells good, and massaging your baby can really be a nice moment. Baby looks at you and you talk to him; his skin is really soft and you know you’re doing good to your child. The poster could then show a dad playing and tickling his baby… Baby smiles and daddy smiles. They’re having a great time thanks to Mustela!

The bad idea: Something too scientific that shows men in white smocks making the Mustela products. This would not appeal to parents and it does not show that hydration matters.

 

奖金

评审团奖金

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

格式

Poster: Photo or illustration with text explanation and moodbaord (moodboard is not mandatory - 2 or 3 pages in total; PDF only).

评奖标准

The ideal poster is one that brings to life the expertise of Mustela as well as conveying an emotional message that can truly convince parents. Mustela should be introduced as the brand that has the right balance of expertise and emotion.

比赛指南

本次比赛指南

  • Watch this video to know more about the brand.
  • The age ranges concerned are babies and children from birth to 6 years old.
  • Remember: Mustela wants to move parents, not lecture them. Don’t pick an over scientific approach or your idea will not be accepted.
  • Don’t base your idea only on the emotions either. You need to balance expertise and emotion in your poster.
  • Download the logo and a product shot from the toolkit.
  • Entries should be in English.
  • 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。