Allen's 比賽結束

Let your inner child create the best candy possible for moms to give their kids as a fun sweet treat.

開始 2014年9月26日 結束 2014年10月12日 23:59 UTC 審議 結果 2014年12月
開始
2014年9月26日
結束
2014年10月12日 23:59 UTC
結果
2014年11月
簡介

背景

Nothing makes mom a hero to her children more than giving candies. Cool, modern mums know that treats are part of a happy childhood and allow their kids to enjoy sweets (occasionally).

ALLEN’S candies are a playground for sweet treats. It is the number 1 candy brand in Australia and it offers a variety of different candy products from the SNAKES ALIVE to MINTIES and FANTALES (you can find the candy list below).

ALLEN’S wants mom’s to make the most of their candy moment with their children and to become mom’s choice for their children’s sweet treat.

That’s why we need your help! You are asked to think of the best candy EVER. One that moms feel would make kids overjoyed and put a huge smile on their faces. 

創意挑戰

Calling out all sweet-toothers! Create a fun, playful candy that a mum would want to buy and a child would want to eat.

Your creation should appeal to mum's of kids aged 5-12 years old. It should be different, original, creative and exciting enough that moms will feel good about buying the product knowing that it’s what makes their kids super happy.

You can be really imaginative with this brief - create a new package for existing candies, one that is original, appealing, and playful OR you can create a totally new candy and package. If you’re thinking of a new product you can also describe the flavors and ingredients.

The key here is to make mom understand that this candy will make her children happy, smiley and entertained. Invent something that is completely different from the candy possibilities, something that YOU would have loved to get from mom when you were a kid.

Important: We are not looking for big individual candies but we are looking for candies that could be sold together (in a bag, a tube, a pouch, a sachet, a box… you decide). This is so that mums could buy it once and give treats several times.

Help us understand your entry by addressing these in your submission:   

  1. What is unique, fun and original in your idea?
  2. Why would moms find your idea appealing? What will make them connect to it?
  3. Is your idea portionable? Can it be part of a bigger concept for all ALLEN’S candies?

Your entries should stand out on the shelf and really grab mom’s attention in the grocery store. They need to think: “I would love to give this to my kid, it will surely make him smile”!

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。

Provide new and innovative candies and packaging ideas for ALLEN’S that deliver fun and play and ensure that moms feel good about offering them to her children. The ideas need to be different to what exists in the category today either through the product experience and/or the packaging. Be bold and creative – step away from the standard candy products in a bag. Think about the experience mom is giving her kids.

You can refer to Pixar/DreamWorks animated movies for inspiration about how to make the visuals and story appealing to the whole family, or to other creative universes like video-games, music etc…

獎金

評審團獎金

  • #1 獎金 € 3,000
  • #2 獎金 € 2,000
  • #3 獎金 € 1,000
  • #4 獎金 € 1,000
  • #5 獎金 € 500

格式

Presentation to include at least one front and one back picture of the packaging as per guidelines

評獎標準

We expect original, simple and smart ideas with engaging and playful visual expressions or gamification elements. It should be positive, happy and something moms would want to get their beloved young ones.

ALLEN’S candies are a magnetic, loveable and playful candy brand for families. Be fun, playful and cheeky.

比賽指南

本次比賽指南

  • You need to invent a new candy (product + package) or redesign the package of an existing one
  • Your entry must be in English
  • Your entry must include at least one picture of the front of the packaging and one picture of the back of the packaging. If you choose to redesign the product as well, please include a picture of it
  • Entries should be playful and fun but not overindulgent (making mom feel too guilty)
  • You have to feature the ALLEN’S logo - please download it here
  • You can learn more about ALLEN’S candies here
  • You can find the existing candies here
  • Please don’t use any copyrighted elements/characters

eYeka愛可網標準比賽指南

  • 不要在作品中展現任何個人細節(姓名、聯系電話、郵件地址等等)
  • 請保留一份高質量或高清版本的參賽作品,以供在獲獎後使用。
  • 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。
  • eYeka愛可網將可能要求你提供書面證明或書面文件的複件,以確保eYeka愛可網和品牌客戶能根據比賽規則獲得使用這些作品的授權。
  • 不符合上述規定的作品將不具備參賽資格。