Pepsi Celebration 比赛结束
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How can you disrupt boring tradition and make Pepsi young people’s indispensable drink of choice for traditional family gatherings and occasions?

开始 2016年7月08日 结束 2016年7月17日 23:59 UTC 审议 结果 2016年8月
开始
2016年7月08日
结束
2016年7月17日 23:59 UTC
结果
2016年9月
新闻

Important note

7月15日 06:28

Think about specific moments that show the tension young people feel at traditional family gatherings and how they resolve the tensions because Pepsi makes a difference?

Remember: We're looking for exciting new ideas that are also disruptive and appeal to young people aged 15-25. While they’re not usually the ones who buy drinks at these occasions, they are a big influence on their mothers who go to the supermarket. Your idea should resonate with young people and make mums happy to buy Pepsi for them.

简介

背景

All across the world, across different cultures and nationalities, families celebrate traditional occasions that hold meaning and symbolize the rich histories of their past, along with great hope for what is to come. Family is at the heart of these celebrations and it is a time to show love, respect, and care through thoughtful gifts, good deeds and family reunions.

Young people, age 15-25, view these celebrations with mixed emotions – on one hand they hold excitement for these occasions as milestones for change and hope for the future, on the other they feel bored and pressured with the rituals and formalities they are expected to do. Pepsi believes in the excitement of doing things differently and wants to encourage young people to make the most of each moment and family occasion.

Today, Pepsi wants your creativity to get young people age 15-25 to actively seek Pepsi out as their indispensable drink of choice for these traditional family occasions. We know mums are the ones who stock up the fridge but they want their children to be happy and will buy the best things that their children like, so your idea should appeal to young people.

创意挑战

In a poster with a tagline, help Pepsi disrupt boring tradition and make it an indispensable drink of choice at traditional family gatherings and occasions.

Pepsi is all about “living young now” and wants to unlock excitement for young people by doing things differently. Without showing clichéd visuals of a family together drinking Pepsi, how would you convince people, in a different way, that Pepsi is an indispensable part of family occasions where the family gets together to enjoy each other’s company with a hope for the future?

Your idea should be exciting and disruptive and appeal to young people aged 15-25. While they’re not usually the ones who buy drinks at these occasions, they are a big influence on their mothers who go to the supermarket. Your idea should resonate with young people and make mums happy to buy Pepsi for them.

To help us understand your idea, please answer the following two questions:

  1. Please provide a brief description of your idea. How is it exciting and relevant to young people?
  2. How does your idea help reconcile the tension young people feel in wanting to be a part of traditional family get-togethers and the pressure of rituals and formalities they are expected to do?

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。

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

Think about how you can put yourself in the young people’s shoes and make your idea more effective and resonate with them. These young people feel tensions about reconciling traditional ideals with contemporary ones. How can Pepsi bridge the tension and connect generations?

Some examples of bad entries: A visual of a family sitting around the table smiling and drinking Pepsi. Although ultimately, we do want Pepsi to be the drink of choice for families at family gatherings during festive times and occasions, a visual of the scenario is very clichéd and not very compelling.

奖金

评审团奖金

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

格式

1st page a poster with a tagline; 2nd page answers to the two questions (maximum 2 pages PDF).

评奖标准

The brand will select winners that are most able to make Pepsi relevant and contemporary to young people in family get-togethers that are usually seen as traditional. Pepsi is looking for exciting and disruptive ideas that will get young people thinking about family and reunions in a very different way.

比赛指南

本次比赛指南

  • All entries must be submitted in English.
  • You can download the Pepsi logo from here
  • Remember to include a tagline that summarises your idea along with your poster visual.
  • Please do not show clichéd visuals of a family together drinking Pepsi in your idea.
  • Please answer the two questions above with a clear description and narrative so we understand what your idea is about.
  • 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

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  • 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。
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