Knorr Snacking 比賽結束

Help reinvent Knorr Hot Savoury Snacks communication.

開始 2015年5月22日 結束 2015年6月10日 23:59 UTC 審議 結果 2015年8月
開始
2015年5月22日
結束
2015年6月10日 23:59 UTC
結果
2015年7月
簡介

背景

Snacking is a growing trend in foods as people are busy at work or school, and eating more on the go. Having small snacks in between meals throughout the day to keep them going is fast becoming a norm.

Imagine you’ve just been hired as the Marketing Director of Knorr Hot Savoury Snacks, a division of the global food company Knorr. Knorr’s hired you for your creativity and imagination and to bring fresh thinking back into the way Knorr Hot Savoury Snacks communicates its range of snack foods.

Knorr Hot Savoury Snacks makes snacks such as pasta pots, noodle pots, rice pots, potato (mash) pots and block noodles (instant noodles in a pack). They’re simple to make by adding hot water, and it takes less than 5 minutes to prepare.

How would you reinvent the way Knorr communicates its hot savoury snacks range so that it stands out from other hot savoury snacks in a way that is uniquely Knorr?

創意挑戰

Shake things up with an original poster and tagline that are uniquely Knorr and that will excite people about Knorr’s range of snacks.

We would like you to create a poster that illustrates your idea, which could be used to inspire a Knorr Hot Savoury Snacks campaign. It should include a visual, a tagline, and a description of your idea.

Knorr wants to avoid sounding too generic or like any other food that simply offers “taste and convenience”. Your challenge is to communicate Knorr Hot Savoury Snacks in a way that is different from other brands and will stand out from the crowd, and yet is still uniquely Knorr.

In your explanation, please answer the following questions:

  1. Tell us about your idea for a poster. Why is it unique?
  2. How is your idea uniquely Knorr?

Please click here and here to see examples of Knorr Hot Savoury Snacks.

Help reinvent the way Knorr Hot Savoury Snacks communicates to its snackers.

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。

You can feature a product but your idea should work across the entire range of Knorr Hot Savoury Snack foods.

An example of a good idea could be a poster showing a woman in the office kitchen. She’s adding hot water to her Knorr snack. There’s a translucent cloud surrounding her that depicts the scene from her snack e.g., Mount Fuji because she’s making Japanese ramen pot noodles. It shows that during her busy day, there are a few minutes that she’s taking for herself to get ready for the rest of the day. The tagline reads “Knorr takes you away for a moment.” This can work across the entire range of Knorr snack foods.

An example of a bad idea would be a poster that shows Knorr cup noodles and talks about its product benefits of being tasty and convenient, with the tagline “Knorr brings you convenience in a cup” because this will not work across the entire range (e.g., block noodles).

獎金

評審團獎金

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

格式

Poster with a tagline + a page of explanation (2 pages PDF)

評獎標準

We will award the most original poster ideas that will inspire their brand and communications, ideas that will convince people to try Knorr Hot Savoury Snacks and create desire for the brand.

比賽指南

本次比賽指南

  • Entries should be in English only.
  • Visit the Knorr website to know about the products they already have.

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。