查看 Anchor - Communication 比赛的结果
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
brucedsilverman #1 奖
#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
AnnaMunchkin #2 奖
#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
juansebastianecheverri #3 奖
#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