Anchor - Dairy Innovation 比賽結束

Create the next dairy innovation that will surprise and delight families, for greater enjoyment every day.

開始 2016年6月14日 結束 2016年7月03日 23:59 UTC 審議 結果 2016年10月
開始
2016年6月14日
結束
2016年7月03日 23:59 UTC
結果
2016年8月
簡介

背景

Millions of people all over the world consume dairy products in one form or another, be it milk, powdered milk, cheeses or yoghurt. At the back of our minds, we know that dairy forms an essential part of good nutrition, but with the trend towards super foods we’ve forgotten its value or don’t consume dairy products anymore because there are so many trendier alternatives. Milk is just milk, and yoghurt is just yoghurt.

Anchor is a global dairy brand producing products such as milk, cheese, butter and yoghurt.  Anchor believes that encouraging true natural potential can turn good into great, both in dairy products and in people. This is why they use their 130 years of dairy expertise to turn good dairy into great products, providing families with the wholesome nourishment they need to help them find their own potential.  Anchor is always looking for new ideas to surprise and delight its consumers; today, they need your help to create the next new exciting dairy innovation.

創意挑戰

Shake up the dairy world and make dairy once again relevant and exciting with a new innovation that will delight mums and their families every day.

Unleash your creativity and show us a new dairy innovation that is above and beyond just milk. Milk is more than milk!

We are looking at exciting new dairy innovations that will appeal to a progressive mum in her thirties. She is a caregiver for her family but lives her own life as well. Being a mum, she wants her children – and her husband – to achieve their highest potential. Besides wholesome nourishment and health, she’s also looking for something new and exciting amidst other trendy foods that compete at the table.

We are looking for great ideas for:

  • New products and formats – what else can you think of besides the typical milk, cheese, yoghurt or cream, but that is still recognizable as a wholesome dairy product that people will want to have every day?
  • New packaging – how would your packaging encourage new eating experiences, for example sharing verses single serve, on-the-go, functionality, etc.?
  • New occasions – are there any other moments besides the traditional breakfast where people consume dairy products? Perhaps you can think of new ways that don’t exist today on how to use dairy products during the day?
  • New experiences – how can people better experience and engage with their dairy products? For example, through augmented reality where people are able to visualize the additional nutritional benefits of consuming dairy in real time as they eat more slices of cheese or have more glasses of milk?

Pick one or combine any of the above aspects in your innovation and answer the following questions in your submission:

  1. What is your dairy innovation about? Please provide a short summary.
  2. How does your idea stand out from the multitude of other dairy products out there?
  3. Why would people want to consume it on a regular basis?
  4. How will your idea help nurture and champion someone’s potential?
  5. What are the new reasons that will convince consumers to consume more dairy?

Think about what would make people want to eat or drink dairy on a daily basis. We want to create a sense of excitement and real novelty in an area that most of us take for granted.

Anchor is about natural wholesome nourishment, authenticity, quality, integrity and trust. It is a brand that portrays positivity, passion, pioneering and trust. Your new dairy ideas should be something that people can enjoy every day, not “special occasion” ideas that people enjoy only on special days or at special events.

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: This good example focuses on a dairy product which brings added value to milk with new packaging and experiences: it is a new, essential daily dairy product providing new nutritional benefits that can be consumed at the end of the day and works while you sleep to revitalize you when you wake.  In addition, it has packaging that works with an augmented reality app that will play a game when you point your mobile at a pack of Anchor Milk. In this game, kids get to learn about the nutritional benefits of dairy and collect points to help their school buy new equipment.

Example of a bad entry: This bad example is about flavour combinations:  new papaya milk flavour. While it may be new product, we are challenging you for exciting ideas that are more revolutionary and innovative than new flavour offerings.

獎金

評審團獎金

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

格式

Presentation with visuals and answers to the five questions (maximum of 3 pages, PDF).

評獎標準

We are looking for a new, everyday product innovation can surprise and delight mums, making them and their families consume dairy more regularly. There are many milk brands and milk products out there, so your idea needs to stand out from the crowd and convince people to eat more dairy products every day.

比賽指南

本次比賽指南

  • Entries accepted in English.
  • Anchor is about wholesomeness nourishment, authenticity, quality, integrity and trust, therefore your innovation idea should be healthy, with natural and trusted ingredients.
  • We are looking for everyday, wholesome ideas, not “special occasion” ideas that people enjoy only on special days or at special events.
  • Please do not include alcohol or artificial stimulants (for example caffeine).
  • Please do not include ideas around ice cream.
  • 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。