Ensure 比賽結束

Convince people in their fifties that Ensure is what they need to remain active and healthy.

開始 2015年2月11日 結束 2015年3月04日 23:59 UTC 審議 結果 2015年4月
開始
2015年2月11日
結束
2015年3月04日 23:59 UTC
結果
2015年5月
簡介

背景

We bet you know many Boomers! They are the generation of men and women in their fifties who are embarking on a new chapter of their life.

They are wealthy, digital savvy, have plenty of interests. They have minor health issues but believe they’ll continue to feel good if they stay active and eat healthy. Above all, feeling ten years younger than their age is probably what defines them best. But they don’t know that inside their body, big changes are happening.

Ensure is the right product for them. It’s a supplemental nutrition shake that makes healthy people more awesome than ever.

Ensure has a strong heritage as a lifesaver. It is typically used as nutrition for people on the road to recovery, for instance, for people who struggle to eat real food because they are post-surgery.

Ensure wants your help to convince Boomers to try Ensure because it can be their ally for a healthy life. Even if they are not sick and they feel active and still young, Ensure can help them meet their goals!

創意挑戰

Create a print ad to convince men and women in their fifties that they should start drinking Ensure now to better arm themselves!

We are looking for ways to make Ensure an exciting product in order to have Boomers try it; without scarifying the trusted heritage of the brand.

In an impactful print ad, you need to convince our target that they don’t need to be sick to drink Ensure.

Boomers don’t know that they are less nourished than they think. By the time they will feel the aging, it will already be there, settled in. Every decade after 40 years old, we lose up to 8% of our muscle mass. If you don’t get the right nutrition, it will get worse. Boomers do need more nutrients to achieve their goals. Ensure is a weapon. It’s also made for them, so why not start using it?

The message is: you don’t have to be sick to drink Ensure. It’s okay to do so; it does not make you a sick person. You’re not turning into your mom or dad. Yes, you feel young and are active. But trust Ensure! Drinking it will help you become healthier and even more active!

Here's additional information about Ensure:

  • Ensure is the source of nutritious calories (not empty ones) to give your body everything it needs to:
    • Repair and maintain itself
    • Build and protect lean muscle mass
  • Ensure is powerful: Ensure is the wellspring of bodily renaissance. It builds and rebuilds lean body mass.
  • Ensure is proven and professional grade: Ensure is used by hospitals as a sole source of survival nutrition for patients – because it works.
  • Ensure is a true innovator, always striving to invent the best products for everyone’s needs.

Your creative idea has to be absolutely breakthrough. Creative agencies have been working on this for a long time and the right creative idea has not emerged yet! Be innovative and disruptive.

In terms of tone of voice, it’s up to you. Just don’t be frivolous. The medical credibility should not be jeopardized.

Your target to have in mind while creating your print ad is: North American, 49 year-old men and women.

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。

Please avoid clichés. Don't just show gray-haired couples gardening or cycling, claiming that they can do this thanks to Ensure. This is not new, not creative, not breakthrough.

Think about the Boomers that you know and imagine what arguments could be used to convince them!

獎金

評審團獎金

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

格式

One print. (PDF only)

評獎標準

Whether or not it’s humorous, the entry is inspiring and disruptive. The jury will select print ads that do the job of convincing Boomers that Ensure is right for them, without alienating the brand’s personality.

比賽指南

本次比賽指南

  • The quality of the execution is not important. We favor great ideas, even if poorly executed.
  • Create your own tagline. Or use this one: “All you need in a bottle.”
  • Just don’t be frivolous. You can be bold, humorous, eye-opening or any other tone of voice, but the medical credibility should not be jeopardized.
  • Check Ensure’s website to get additional information.
  • There are many Ensure products. Focus on the Ensure range as a whole rather than on one specific product.
  • Ensure is the number 1 brand recommended by doctors. They have an icon for this, that you can use in your poster. Download it from the toolkit.
  • You can download logo and product shots from the toolkit.
  • Entries are accepted in English.

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。