Always - Odor Control 比賽結束
eYeka Express

Help incontinent women feel in control with Always Discreet.

開始 2016年1月15日 結束 2016年1月31日 23:59 UTC 審議 結果 2016年2月
開始
2016年1月15日
結束
2016年1月31日 23:59 UTC
結果
2016年3月
簡介

背景

As they get older, some women become incontinent. Most of the time, urine leakage occurs when women laugh, cough, sneeze or carry heavy objects - they can’t control it. It is a quite common, yet very distressing problem that has a big impact on one’s day-to-day life. Wetness on clothes feels like a disaster, so to minimize the problem, women often wear pads. For them, it’s important to keep this a secret because they feel it detracts from their femininity, making them seem older than they are. So, they do not want anyone to notice they are wearing incontinence products.

Always is a brand that is known & trusted for menstruation pads. Last year, they launched incontinence pads that are 40% thinner than existing pads in Europe and North America. This makes them more discreet and comfortable to wear. Always Discreet has an extra benefit that women value a lot: it neutralizes odors. An advanced triple layer pulls, traps and locks away urine wetness and odor.

Thanks to its superior technology developed by Procter & Gamble, the pad neutralizes odor for hours. This means that there is effectively no malodor when leakage occurs, when they change the pad, and when they throw it away.

We know that when women (above 55) try it, they like Always Discreet and tend to buy it again. Always is now looking for ways to express the “odor neutralization” benefit. Can you help?

創意挑戰

Create a unique, powerful and emotional poster that communicates that Always Discreet neutralizes odors.

The visual expression of your poster must be understood immediately and intuitively, without too much written explanation. It should be memorable and make women above 55 who suffer from incontinence think: “It’s so important that odor is locked away, so I don’t feel it, and so no one notices I am having bladder leakage. I want to try this new pad.”

Don’t make a product demo or something very technical. The brand can do this very well.

What we’d like to see are emotional and very creative executions. You can use metaphors, analogies, associations, etc. This benefit means a lot to women! It deserves to be communicated in a smart and intuitive way.

To communicate the benefit of odor neutralization on the packaging, Always Discreet uses this name + icon:

If you’d like to create a new icon to replace the existing one, you can do so. It’s not mandatory and it will not automatically increase your chances of winning.

The tone of voice should be close and empathetic to over 55 year old women. But, please don’t treat them as “old” people. 55 year old women are still active and dynamic. Many work, they travel, they exercise, and their social lives are often more rich, as empty nesters, than when they were 35 year olds with children at home.

We’re asking you to create a poster: key visual and one line. And we’d like you to explain your creative idea. The total should be no more than 2 pages.

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 idea for this contest could be a visual that shows a woman who is about to leave home in the morning. On the right-hand side of the poster the image shows her closing the door of the house. On the left-hand side we see small drops of urine being blocked by a frontier, a wall made of Always Discreet pad. The line says: “Leave bad odors behind and enjoy your day freely.”

A bad idea for this contest: a woman who is having her granddaughter bouncing up and down on her knees. The line says: “Enjoy any moment”. This is an idea that is only focused on the “end-benefit”- the fact that women are confident. It’s not illustrating the odor neutralization benefit.

獎金

評審團獎金

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

格式

Print ad and description (2 pages).

評獎標準

We are expecting simple, unique and easy to understand posters. Prizes will go to the posters that immediately bring to life the benefit of Odor Neutralization while being creative and original.

比賽指南

本次比賽指南

  • You can watch the TVC of Always Discreet here and check their website
  • Always Discreet are for women only.
  • Please note that the odor neutralization benefit that Always Discreet delivers is superior and more effective than competitive products. Always is a brand dedicated to women, of all ages. It believes that women are incredible. They have unlimited potential. They’re strong, wonderful and fabulous and can do anything they put their minds to. And Always is their biggest cheerleader!
  • You can use the logo in your print ad. Download it from the toolkit.
  • Entries should be in English.
  • 入選作品將被用於在互聯網上。授權和許可使用受保護的內容(包括音樂,照片..)必須與互聯網廣播兼容。你必須能夠在任何時間提供這些授權和許可的書面證明。

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。