Gillette - Comm ideas 比賽結束

Bring to life that a system razor is a valuable tool in many ways for a guy’s lifestyle by creating an impactful visual illustration for Gillette MACH3!

開始 2015年6月19日 結束 2015年6月28日 23:59 UTC 審議 結果 2015年9月
開始
2015年6月19日
結束
2015年6月28日 23:59 UTC
結果
2015年8月
簡介

背景

Shaving… chore or pleasure, most men have to do it every day. To do this, men have a choice: disposable or system razors.

System razors are ergonomic razors where you can change the cartridge (also known as “blade”). They offer a much more comfortable and smooth experience than disposable razors.

But the thing is that some people don’t know that system razors exist! Or they know but they shop in auto pilot mode and don’t even question their buying habits. Or they know about Gillette system razors but don’t understand the real value of it.

Can you help change this? Can you wow guys from 18 to 35 and demonstrate to them that Gillette’s system razors are worth the value? That they are better than disposables and show them why?

Millions of men could have their lives improved!

創意挑戰

Grab guy’s attention with your catchy iconic creative visual for Gillette MACH3 system razors to show them how superior they are compared with disposable ones!

Your entry should be a visual, an illustration, or a demonstration that is simple, memorable and distinctive. It has to appeal to guys from 18 to 35 years old that currently use 2 or 3 bladed disposable razors and who don’t understand why they should change to Gillette system razors.

Please also think about a tagline to go along with your print.

Here’s a list of proofs that Gillette system razors are better than disposable ones. You might pick one or several to create your visual:

  • MACH3 system razors are better (more comfortable) on 10th shave than a disposable on the 1st  .
  • Blades of MACH3 are thinner and sharper with advanced coatings that give great strength and a more comfortable shave.
  • They have an enhanced gel bar that delivers better lubrication and glide.
  • Open architecture enabling easier cartridge rinsing and cleaning. In contrast, disposables quickly become clogged and are hard to rinse clean.
  • Each of the three blades of MACH3 are mounted on springs and not fixed like they are in the disposables - they move up and down as they automatically adjust to the different levels of shaving pressure and skin variations, helping to increase the comfort of the shave.
  • The combination of these and other superior features results in guys being able to take long comfortable strokes (= movements) with MACH3 versus often needing to take many short strokes with disposables, causing irritation.

We’re looking for ways to visually tell the story of Gillette system razors being superior to disposable razors. Your visual illustration needs to clearly show a comparison. You can use analogies or parallels but you need to compare Gillette MACH3 system razors to 2 or 3 bladed disposable razors and show that the Gillette MACH3 system razor is superior in performance and value.

Along with your ideas, we’d love to know details behind your idea, where your inspiration comes from and why you think it will appeal to men from 18 to 35 yo.

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。

How can you prove to young men that system razors are superior? What comparison would be so catchy and memorable that they would change their habits and shop Gillette system razors next time they purchase razors?

A good idea for this contest| A visual split in two parts with on the left 10 images of the same guy, every morning of the week and 3 mornings of the following week. On Sunday his skin is still soft and he enjoys shaving. On the right, 10 images of the same guy on each morning. On Monday he already has irritation and cuts on the skin. We see on his face that he’s having a bad time shaving. The tagline says: “10 vs. 1. MACH3 system razors are better on the 10th shave than a disposable on the 1st shave.

A bad idea | just showing a system razor and saying: “Better quality”. It does not compare with disposable and does not prove anything.

獎金

評審團獎金

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

格式

Visual illustration + tagline and text explanation (4 pages max. PDF only).

評獎標準

We are expecting visual illustrations that are easy to understand by the target market and they must be catchy. Stay true to the brands personality. Gillette is a friend who is witty and wise.

Impress us to have a chance to win!

比賽指南

本次比賽指南

  • Don’t forget to come up with a tagline otherwise your entry will not be accepted.
  • Have in mind the brand’s personality: Gillette is a TEAM CAPITAN and the guy you look up to, like a friend, a compatriot, a big brother. He is positive, approachable and aware of the hero in everyone. He was born to lead, never forgets a single detail, and is always armed with the wisest advice. No matter the situation, he’s doing all he can to help his friend look, feel and perform their best. He has audacious wit, a hint of humor with some attitude. Everything is effortless and straight forward for him and he’s wise and knowledgeable.
  • Gillette is not: elitist, overly jokey, nerdy, wordy and outdated.
  • Do not denigrate people who use disposable razors (because Gillette is also selling disposable razors).
  • Download the logo and some product shots from the toolkit.
  • Focus on MACH3 not any other razor by Gillette.
  • Entries should be 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。