Coca-Cola - Express Yourself 比赛结束
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Help Coca-Cola create a packaging design that lets teens express themselves in a unique way!

开始 2015年12月11日 结束 2015年12月20日 23:59 UTC 审议 结果 2016年2月
开始
2015年12月11日
结束
2015年12月20日 23:59 UTC
结果
2016年2月
简介

背景

We have a new series of two Coca-Cola contests to design packaging for teens. They involve different needs from teens and ask you to amaze us with new packaging ideas.
You are not obliged to participate in both contests, although we believe that if you are able to create for one, you can also do well for the other one.

Coca-Cola is one of the best-known brands for teens worldwide, who associate the drink with having a good time. As Coca-Cola is enjoyed in all social circles and age groups, teens drink it both with their families and with their friends, as well as when they are alone with their loved ones. As a result, Coca-Cola has become more than just a soft drink, but a symbol of friendship and happiness.

At Coca-Cola, they believe that everybody deserves to be happy and that happiness can come from the most unexpected places and experiences, such as when a smile from a friend creates a magical moment in a gloomy day.

Teens are always looking for excitement - when they are exploring the world, chasing their dreams, or just assert their identity. When it comes to buying food or drink products, they love packaging designs that are flashy, bold and surprising, while also being compatible with their cultural identity and environmentally friendly.

创意挑战

Create a new breakthrough packaging design for Coca-Cola can or bottle that will allow 12 to 19-year old teens express themselves.

Please choose from one of the themes below to submit your idea:

Autocracy:
(Teens define themselves by the decisions they make. Whenever they choose music, their outfit, or their look; they are deciding who they are).
Teens are excited to define their own identity. From making decisions about what to wear, or what brand to reject while choosing their own look, to their own music preferences and what to do with their leisure time, teens are eager to express who they are. They don’t want to be seen as kids anymore. They want to express their identity to others, using all the tools they have at hand to be heard and tell the world their unique ideas and dreams.
How can a new packaging design for Coca-Cola help teens express who they are in a fun and exciting way?

Freedom in doses:
(Increased sense of freedom and gaining independence to do what they want and to dream about their future life).
One of the best feelings a teen can experience in his life is the sense of freedom.
Teens sense that their parents are giving them permission to do things they could not do in the past. Now, when teens ask for permission, there is a chance that their parents will grant it. This new freedom allows teens to dream about their future, about who they want to become and what they want to study (e.g. be a rock star, a soccer player or travel the world). Still, teens are aware they are not ready to handle all that freedom at once; they need to receive it in small doses to cope with it.
How can a new packaging design for Coca-Cola help teens handle independence while having fun, catching up with their friends, spending time with the family, and dating for the first time?

Your Challenge:
Create a packaging design in a single-page format with a text that explains your idea from one of these themes.

We are looking for ideas that are new and bold and fit the spirit of the brand. Your idea will inspire the development of new packages for Mexican teens. It can be either for a single package (can or bottle label, bottle caps, or can rings), or for secondary packaging (for example, a multipack or the cardboard box for a six-pack).

Very important: you have to create and submit one idea for either Autocracy or Freedom in doses. If you have packaging ideas for both themes, you may submit two separate ideas. Make sure you state clearly in your entry for which theme you are applying with and how the concept helps fulfill the needs of teens.

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。

Good idea for Autocracy: A can of Coca-Cola painted with different colors. Depending on your mood, a teen picks the color of the can. For example, if you are feeling happy, you can pick up a flashy color. If you are feeling romantic, teens can choose a mellow color and give it to the girl that they like. This would help teens to express themselves in their unique way.

Good idea for Freedom in doses: Bottles of Coca-Cola with different designs based on different profiles that are appealing to teens: soccer player, videoblogger, musician, entrepreneur, etc. Teens can choose a bottle depending on their preferences or dreams and get exclusive tips from a role model. For example, if someone wants to become a videoblogger, he or she will find in the bottle with a vlogger a webpage address to have access to content from famous vbloggers.

Bad idea: A bottle that can be customized, since it is not based on any of the two themes described here.

The examples are only provided to illustrate our expectations. Please do not use them in your submission or they will be rejected.

奖金

评审团奖金

  • #1 奖金 € 1,500
  • #2 奖金 € 900
  • #3 奖金 € 700
  • #4 奖金 € 400

格式

Visual packaging design and one paragraph of text, both in a single, one-page PDF file.

评奖标准

We are expecting design ideas that are simple and easy to understand. The entries will be judged by how novel and relevant for teens they are.

比赛指南

本次比赛指南

  • This packaging design is for the Coca-Cola brand only.
  • The product itself cannot be modified, e.g. with a new drink color.
  • The shape and the material of the can and bottle can be modified if the new material or shape proposed fulfills the need, e.g. a can label that is from a transparent material.
  • Your idea can be either for one element of the can or bottle packaging: label, bottle cap, can rings; or for a secondary packaging: cardboard of multipack.
  • The packaging design is not limited to offline experiences. You can combine offline elements with digital elements.
  • Please do not mock people or make anyone uncomfortable.
  • Mandatory elements: your entry must includeits description, an explanation of the need that it fulfills, and a visual design.
  • Download the template from the toolkit.
  • Entries should be in English or Spanish.
  • 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。