Escada Perfume - New Name 比賽結束
eYeka Express

Name the new ESCADA perfume!

開始 2016年9月22日 結束 2016年9月26日 23:59 UTC 審議 結果 2016年11月
開始
2016年9月22日
結束
2016年9月26日 23:59 UTC
結果
2016年11月
簡介

背景

What is happiness? How does one achieve it? Many think it’s about accumulating things & reaching milestones, but ESCADA believes happiness comes from positive choices, the richness of new discoveries & unexpected experiences. In short, ESCADA believes that happiness lies within each one of us, and it’s up to each woman to seize it, live it, and appreciate it. Happiness is the ultimate reward.

Women in their early 30s, more than women in their 20s, understand they are in the driving seat to their own good fortune and happiness. They are full of complexity, contradictions and richness, and yearn to thrive through it all. It’s a time when women lead a socially rich life, despite peak levels of stress from work & family. They are seductive and confident, yet they feel age creeping in. They have adult-sized responsibilities, but still crave adventures, fun, and me-time.

Can you help ESCADA find the right name for this new perfume which aims to create a cultural impact among 30 year-old women in their quest for a new, more modern take on personal happiness, from inside?

創意挑戰

Surprise us with a name that has the potential to become a motto for women to create their own happiness.

ESCADA has written a Manifesto. Your name must represent this philosophy. Don’t worry about word-smithing … it’s the meaning that counts.

“State of mind is a choice,

positive is a perspective.

The way you look at life

Is everything.

Be a woman of wonder;

Awaken your senses and your spirit,

Making the most of every fortunate moment.

Smile at the world,

See her smile back.

When luck meets happiness,

It’s _____ ”

ESCADA doesn’t want a name like “Happiness”, “Bliss,” “Optimism”, “Smile” or “Freedom”. These names are déjà vu, they fall flat among an international audience, are common in the perfume category, and can’t be trade-marked. Specifically, ESCADA is looking for a new style or unexpected form for the new name.

Think about using an acronym or a short-cut that is easily pronounceable, intelligible, and that turns heads among Europeans. An example of acronym could be “YOLO (You Only Live Once)” that becomes a motto to live by. An example of a short-cut would be GRL PWR. It is more arresting & distinctive than the plain English version, Girl Power, yet intelligible.

Ideally, your proposed name is culturally disruptive for the perfume category, without compromising key category expectations of luxury & sensuality. Just like women in their 30s, ESCADA appreciates complexity, contradictions and richness. However, be mindful that the perfume bottle is small, so the name must be short in length.

Please move away from names that are linked to the scent. In fact, what you might assume are flower petals on the pack design, are in fact Chinese lanterns symbolizing uplifting moments when luck happens, that leads to happiness. It doesn’t mean the scent is flowery.

ESCADA is a German brand that is sold internationally, so a French or Italian sounding name wouldn’t be coherent with its brand identity.

In one page, tell us the name you propose, its meaning and why you think it reflects the idea of “Happiness has to come from you”.

提示

我們提供的舉例只用於講述其中的思路,讓你更好了解我們的期待值。請不要在你的作品中照搬,否則作品將被拒絕。

A good example could be “GLUCK” which could stand for “good luck” in English, and / or “Glück”, which means “luck” in German. (ESCADA’s biggest market). It’s easy to understand and it conveys a positive message. Another good example could be “H&H” which means that Happiness is in your Heart - you just have to realize that and look for it.

A bad example could be “Happiness” or “Luck” for reasons mentioned above.

Another bad idea is when an acronym looks like a real word. In this case, people will simply read the word, and miss the acronym totally. For example: RICH for Realising I Create Happiness.

獎金

評審團獎金

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

格式

One-page PDF

評獎標準

ESCADA is looking for a name that doubles as a motto, and has the potential to create a cultural impact among 30 year old women. The name should fit with a sophisticated premium perfume and the manifesto. It can’t be too long or complicated.

比賽指南

本次比賽指南

  • Entries should be derived from English, even if the name (acronym or short cut) isn’t a real English word.
  • Be true to the ESCADA brand. It communicates the mindset of being happy, being bold and values travel, luck and love.
  • If you have more than one good idea, please submit them separately.
  • Each participant will be limited to 3 entries.
  • The maximum number of entries allowed to be uploaded per participant is: 3
  • 授權和許可使用受保護的內容(包括音樂,照片...)必須包括至少:(一)納入該衍生或基於這些元素的新作品受保護的內容的權利;(二)使用權出於商業目的和(三)在互聯網上使用權。你必須能夠在任何時間提供這些授權和許可的書面證明。

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  • 你提交的作品必須是你自己的創作,才具有參賽資格。
  • 你必須取得所有參與媒體創作的作者與演員,每個人的書面許可。
  • 若你有使用到不屬於你自己的創作內容 (音樂、照片、設計等內容),請在你的媒體描述說明中註明,不管你所使用到的音樂和/或圖片是否為自己創作,請提供授權連結證明你有這些內容的使用權利。
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