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挑战

比赛概述

Can you surprise us with a new way to look at milk and make it exciting again?

Show us a creative and exciting new way to talk about milk that breaks milk clichés and convinces people that Anchor milk is exciting and relevant to them.

PDF 2 pages: 1st page: poster with a tagline 2nd page: answers to the three

3 获奖者 6 最受社区青睐 54 贡献者 86 被接受的作品 25 国家 6 语言
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Anchor Fonterra

Thank you to everybody who contributed to this contest. It was a pleasure seeing the different ways we could talk about dairy and milk ; expanding our mindsets, and inspiring our imagination.

Thank you!

评审团奖金获奖者

由Anchor选择

brucedsilverman
brucedsilverman #1 奖
brucedsilverman 210,050 创意积分
  • 平面设计
  • 视频
  • 创意写作
  • 标签与包装设计
  • 剧本写作
美国

#1 奖 € 3,000 被授予给White is the New __________

My favorite eYeka contests are the ones that lend themselves to great campaign concepts. Thanks again to eYeka and the client for another fun, challenging creative opportunity!

I quite enjoyed :
- the very unique execution in talking about milk
- the single mindedness and simplicity of the same execution, which makes is more interesting

- play of the ___ is the new ____ framework, which is very "now" in terms of pop culture

Anchor
AnnaMunchkin
AnnaMunchkin #2 奖
AnnaMunchkin 18,310 创意积分
  • 创意写作
澳大利亚

#2 奖 € 1,500 被授予给With Anchor Milk, they're almost there.

I appreciated :

- the convergence of both kids and adults' benefits in one execution. The usual focus is on kids ; but execution builds on the father-child relationship while communicating the benefits which makes it quite endearing

Anchor
juansebastianecheverri
juansebastianecheverri #3 奖
juansebastianecheverri 832,320 创意积分
  • 平面设计
  • 视频
  • 插画
  • 动画
  • 创意写作
  • 标签与包装设计
  • 摄影
  • 剧本写作
哥伦比亚

#3 奖 € 500 被授予给Be the mom of this kid

I want to thank Anchor and eYeka for this amazing opportunity to challenge myself with a great brand that holds a great story of passion about milk and honest nourishment. I'm on the other side of the globe, but if some day I travel to New Zealand I would definitely drink Anchor. Again thanks to the brand and eYeka and I hope to find more Anchor briefs in the future.

I liked going beyond the usual physical development (bones , height, energy) when communicating the benefits of drinking milk.

The text/script also makes it a direct message to the mothers/parents, building on their sense of drive and pride for the success of their children

Anchor

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