Lipton - Afternoon tea break 比赛结束
eYeka 快速解决方案

Change behaviors and make Lipton Tea afternoon breaks the new daily must-do

开始 2016年6月10日 结束 2016年6月19日 23:59 UTC 审议 结果 2016年7月
开始
2016年6月10日
结束
2016年6月19日 23:59 UTC
结果
2016年7月
简介

背景

When it comes to your daily afternoon break, the moments that you carve out from the day to prepare and recharge for whatever else lies ahead, what beverage do you reach for?

Tea is a great way to enjoy that quick mid-afternoon break but, for many people, it is still closely associated with being traditional and old fashioned, something that they have when they go to grandma’s house. Sometimes, it even evokes feelings of being ill and in bed. No matter what the associations, people see tea as a little boring, not very modern and definitely “not for me” today.

Lipton is a good quality tea brand for everyone. People believe that tea is a revitalising uplift for body and mind. It helps people re-set, re-think and then re-engage with their world. It’s the perfect beverage for an afternoon break that helps you be more present in the moment.

创意挑战

In a poster with a tagline, convince working adults to see tea differently and enjoy that perfect cup for an afternoon break.

In a creative and out-of-the-box way, show us in a poster with a tagline, how you would convince working adults who don’t habitually drink tea, to make tea their beverage of choice during their afternoon break.

We want to build an emotional connection between working adults and that afternoon Lipton Tea; a connection that will marry the great taste of a tea (through multi-sensorial tea experiences that you can see, smell, and taste) with being revitalised and uplifted – that feeling of being alive, of bringing out the best in yourself, of being in the moment.

Break the clichés of tea being a morning start-the-day beverage and encourage a new daily desire to break the habit and revitalise and uplift body and mind with tea.

Lipton tea is spirited, imaginative, honest and positive, so your idea should reflect what the brand stands for.

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 idea: A visual that shows two people looking out of separate office windows at each other, having an “emoji conversation” through their drawings over a Lipton Tea afternoon break. It is a little bit of fun and a break amidst a long day and they’re just enjoying that little moment. And they then feel different after an unexpected and refreshing interaction with a new friend, each over a cup of tea.

Example of a bad idea: A visual of a person dressed in office attire depicted with a lot of energy in the morning at home before she goes to work, because she has had Lipton Tea. We don’t want to focus on the ritual of drinking morning beverages. Tea is also commonly seen as a caffeinated start-the-day beverage and we want avoid such tea clichés.

Remember to include a tagline in your submission to tell us a little more about your great idea.

奖金

评审团奖金

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

格式

1 page made of images image and text (PDF, please use the template)

评奖标准

The brand will award the most creative and engaging entries that will convince working adults to see tea differently and enjoy that perfect cup during their afternoon break.

比赛指南

本次比赛指南

  • Entries must be in English only.
  • Use this template for your submission. Your entry must include a visual of your idea, a tagline and a short paragraph describing your idea.
  • Lipton tea is spirited, imaginative, honest and positive, so your idea should reflect what the brand stands for.
  • This is for hot Lipton teas made from tea bags, not iced teas.
  • 入选作品将被用于在互联网上。授权和许可使用受保护的内容(包括音乐,照片..)必须与互联网广播兼容。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。