Clear Japan Women 比賽結束

Entice Japanese women to shift from being “kawaii” because being strong is beautiful!

開始 2014年12月19日 結束 2015年2月08日 23:59 UTC 審議 結果 2015年4月
開始
2014年12月19日
結束
2015年2月08日 23:59 UTC
結果
2015年3月
新聞

Clear Japan Women extended

1月23日 10:18

This contest has been extended by one week until 8th February 2015 to give you more time to come up with awesome ideas. So take up the challenge and get creative!

簡介

背景

When a woman in her twenties gets into her thirties, she does not want to be “kawaii” anymore (“kawaii” means “cute” in Japanese). She wants to be a woman who has strength of character, confident about who she is and what she wants while being beautiful, elegant and feminine. And the most powerful symbol of her new found strength, as a woman is her hair.

In Japan, CLEAR shampoo is known to provide deep nourishment to women’s hair from the scalp. CLEAR provides nourishment to the scalp as deep as 3 layers into it. Thus the hair is strengthened from the roots where it is made. The result is hair that is genuinely strong, beautiful and exudes confidence and style.

We need your help to create buzz among Japanese women by letting them know that “kawaii” is over, and that strong, stylish hair is a beautiful way to express their inner strength, thanks to CLEAR.

創意挑戰

Entice Japanese women to try CLEAR shampoo with an idea or activity (online, outdoor or in shops) where they could experience for themselves that they need to shift from being “kawaii” (cute) to experience that being strong is beautiful.  

Moving from just being cute to being stylish, confident and elegant does not mean becoming boring… Be bold and daring so that women can see they can retain the energy and quirkiness of their younger self but with added sophistication!

Before you can entice women to try a product, you need to get their attention. Can you create an environment, a message, a context that they will notice? An idea that will quickly engage them, that will communicate what this product is about, and make them want to give you a few minutes of their precious time?

Don’t forget that these women are busy so anything that takes too long or is too complex is unlikely to work.

You can suggest both ideas for digital and outdoor (offline) activities, or ideas that connect both. With regards to digital activities, please think about what CLEAR could do on popular online, on Youtube, instant messaging, photo sharing apps, on social networks, on other apps or on smartphones. With regards to shopping or outdoor activities, think of ways we can surprise women that are outside (not in their office or at home). These can be in shopping malls, in supermarkets, at public places such as streets, public transportation, shopping districts, etc.

Do not talk about dandruff! We only want to talk about CLEAR providing deep nourishment for strong, beautiful hair. Your idea has to be engaging and something that women would want to try and share with their friends.

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。

Example: Imagine a giant fan installed in a busy subway station with models posing in front of it, like an art installation. The models are looking fabulous despite the wind blowing on their hair. Brand ambassadors will be at hand to give away vouchers to women who pass-by so that they could try the shampoo for themselves. People taking picture of the event and tagging it #CLEARwomen will stand a chance to win a free consultation with a top hairstylist.

獎金

評審團獎金

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

格式

PDF – Maximum 5 pages.

評獎標準

We want to show that it is not enough just being cute/kawaii anymore… The best ideas will cleverly and creatively show that strong hair is a sign of being a beautiful, confident woman, while creating a big buzz. We are looking for original digital ideas, promotional ideas, social media campaigns or activities where women will walk away wanting to try CLEAR shampoo. Just giving away samples or throwing “a street party” will not qualify.

比賽指南

本次比賽指南

  • Think of ideas that are easy to implement.
  • Use some dominant colours that match with the brand’s communication in Japan such as black, vivid pink (which are the colors of the packaging), shiny blue (which give a expert/scientific tone), tones of urban cities at night…
  • Entries in English only. 
  • You must include the CLEAR logo in your entry. You can download it here.

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。