Peak Milk 比賽結束

How can consuming Peak milk maximize your intrinsic potential, helping you to reach your peak?

開始 2016年1月29日 結束 2016年2月14日 23:59 UTC 審議 結果 2016年6月
開始
2016年1月29日
結束
2016年2月14日 23:59 UTC
結果
2016年3月
簡介

背景

Milk is the source of life – pure, nutritious, natural and wholesome. It’s our first source of nutrition as babies and it’s a continued drink through life for maximizing potential and performance. In Nigeria, people consume Peak, the most popular and well-known brand of evaporated milk in the country. Fortified with 28 vitamins and minerals, Peak has been building successful families for generations, providing families with nutrition for performance, helping people grow healthily, becoming strong and energetic.

While Peak is still the most favored milk brand, other competitors are aggressively advertising the same benefits, such as health and strong bones based on product benefits such as vitamins and minerals. Peak need your help and creativity to avoid such clichés and inspire their next advertising campaign that will keep them top of mind and relevant to modern consumers today.

創意挑戰

How can you communicate that Peak milk helps release your intrinsic potential to achieve your best performance, in a way that differentiates from the clichés of health and strong bones?

Avoiding the milk category clichés of talking about ingredients and the product’s functional benefits; in a poster, how would you bring to life Peak’s tagline “Reach for Your Peak” in a way that is relevant to young mothers? These mothers and wives buy it for the family because they believe that Peak will give them and their families stronger bodies and sharper minds, helping them achieve their best performance no matter what they do.

We are looking for out-of-the box creative ideas that will bring to life the idea that milk gives you the needed nutrition for performance in a way that engages emotionally with people that isn’t clichéd or expected.

How would you re-interpret “Reach for Your Peak” to show the role that milk plays in helping people reach their own personal ‘peak’?

Please answer the following questions in your entry:

  1. What is your idea about? Please describe it in detail.
  2. How does your idea convey “Reach for Your Peak” and what is its role in helping people achieve their own personal ‘peak’?
  3. How is your idea relevant to women (wives and mothers) and how does it connect with them in an emotionally engaging way?

Don’t worry if you’re not familiar with Nigeria or Nigerian culture. Stretch your thinking and look into how you feel when you know you’ve done your best and achieved your own personal best.

If your idea shows people consuming Peak, please do not show people drinking entire glasses of milk, as it’s not their custom to do so. Milk is generally consumed with other food and beverages, such as in tea, coffee, or chocolate/cocoa beverages, or with cereal. However, we still do want to see the role that milk plays in helping people reach their own personal ‘peak.’

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。

Example of a good entry: A poster of a family brainstorming ideas for their next family vacation where mum says, “Do we deserve our upcoming family trip?” There are thought bubbles above each family member’s head as they recall having done their best and achieved what they set out to do. On the kitchen counter in the background, we see Peak. This is aspirational and inspiring and conveys the idea that Peak helps each family member achieve his or her best performance and also the feeling of pride that mum has of the family.

Example of a bad entry: A poster of a smiling family exercising, conveying the ideas of health and strong bones. Being healthy and having strong bones is a benefit that is very functional. We know that milk will do this and it is difficult to differentiate from competitors who are competing on the same aspects of health and strong bones.

獎金

評審團獎金

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

格式

A poster with tagline "Reach for Your Peak" and answers to the mandatory questions (maximum 2 pages PDF).

評獎標準

The brand will award prizes to the most creative and emotionally engaging entries that shows how milk plays a part in helping people achieve their best, their own personal ‘peak’. Your interpretation of “Reach for Your Peak” that pushes the boundaries of traditional milk advertising is key.

比賽指南

本次比賽指南

  • Please submit your entries in English.
  • Please answer the 3 questions above with a clear description and narrative so we understand what your idea is about.
  • Please do not show people drinking entire glasses of milk. Drinking milk with other things, such as coffee and tea or cereal, is how milk is consumed in Nigeria.
  • You can download visual of the packshot and Peak logo here.
  • 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。