Lucozade 比賽結束
eYeka Express

Propel Lucozade into the modern world of sport and exercise

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10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

Nowadays, for most of us, there is a shift in the way we are doing sport.

Winning is personal. It is not necessarily a matter of competition between each other anymore. Sport is now seen as a way to focus on ourselves - how we could find our own best by reaching personal goals. We are not the next Usain Bolt but we love to push ourselves a little bit further with targets and challenges through individual measurement apps and wearables.
Sport is also a way to stay active in a world that expects a lot from us. We want to have a well-balanced and a healthier life in order to feel confident in our daily routine.

Lucozade would like to play a key role in this modern world of sport and exercise.

Lucozade Sport drink is designed to enhance hydration and fuel performance during intense sport and exercise. The brand is well known for its focus on sporting performance and intense physical activity. They would like to resonate with a wider audience who do sport and exercise for different motivations – to achieve personal goals and to stay active in their daily routine.

創意挑戰

Create a print ad that propels Lucozade Sport into the modern world of sports, where people exercise to reach personal goals and to live a balanced, healthy and active lifestyle.

The product can have a key role to play in this ad since it provides the necessary energy and hydration to exercise.

Here are 5 guidelines to follow:

  • Appeals to Males & Females
  • Show what the product does to someone such as enhancing hydration or helping you perform during your exercise but above all how it makes you feel such as giving you the energy & hydration to live a fulfilling and active life
  • Step out of traditional sports such as football and rugby and instead get closer to what the people we described are doing to keep fit and active (running / jogging; exercise classes at the gym; cardio at the gym, group fitness classes; team sports that are played more for the social benefits than the desire to win; half-marathons or charity running events)
  • Stay away from low intensity sports such as yoga, pilates and light jogging
  • Stay true to the brand history and personality by avoiding becoming too effeminate or ‘soft’
  • Follow the graphic guidelines (see guidelines)

We’d love to know more about your creative thinking. So feel free to explain with your entry why you think your idea will appeal to the audience we described, why it is relevant for Lucozade Sport and not easily applicable to other sport drinks and why it is original.

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。

A good example for this contest:

Idea | We see Claire, a working woman of 31 y.o. not fit nor strong but with the envy to improve herself with personal activity.. She is going to her Cross-fit class after-work as she does every week. Today, it was a long and a painful one - so to be sure that she will complete her class, she drinks Lucozade Sport before her exercise and during the class. She sees this class as a way to stay active in her week.
Execution | We would see the protagonist from the back as a split screen:

  • left side: she is very well dressed with her dark suit in a sober and serious environment,
  • right side: she wears a colorful training suit in a colorful environment (blue and orange just like the brand color codes): a gym-class where we see people already dancing, with a lot of movements.

Also, she is wearing one bag with a bottle of Lucozade Sport that appears in both pictures – except on the right side we see an empty bottle of Lucozade Sport.

It is a good idea as it meets target expectation “doing sport for a balanced and a healthier life”.

 

A bad example for this contest:

Idea | a professional rugby team is consuming Lucozade Sport at half-time to re-energise themselves.

Execution | a print in which we understand that the team went back to the field after 10mins of half-time. We see an empty but a very messy locker room: towels and rugby shirts from the first half are all over the floor. Except in the middle of the room, we see a bottle of Lucozade Sport nearly finished -The necessary twist to win the game. To underline it, we’ll see the actual catchphrase of the brand “The Fuel to Rule”.

This is a bad idea as it does not meet the brief to appeal to our ‘modern sport and exercise” audience and it features “traditional and intense sports”.

獎金

評審團獎金

  • #1 獎金 € 1,500
  • #2 獎金 € 750
  • #3 獎金 € 600
  • #4 獎金 € 400

格式

Print ad: photo or illustration with tagline and text explanation (2 pages in total, PDF only).

評獎標準

Make the brand feel more relevant in today’s modern world of sport.

比賽指南

本次比賽指南

  • Color codes are:
    • blue : #008ac8  -  (rgb : 0, 138, 200)
    • Yellow : #ffd005  -  (rgb : 255, 208, 5)
  • Download the logo and some product shots from the toolkit.
  • The print ad 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。