Kipling - New Category Ideas for Asia 比賽結束
eYeka Express

Can you help Kipling roll out fresh new category ideas for modern women in Asia?

開始 2016年8月10日 結束 2016年8月21日 23:59 UTC 審議 結果 2016年9月
開始
2016年8月10日
結束
2016年8月21日 23:59 UTC
結果
2016年10月
簡介

背景

Founded in Europe and now with international presence, Kipling makes handbags, backpacks, accessories, and luggage that combines quality, function and style – for a multi-tasking woman’s practical side as well as her desire for witty style twist to make it special. Its lightweight trademark crinkled nylon and intuitive internal storage organization help lighten your day, functionally and emotionally. Kipling’s playful brand personality comes through in its use of expressive colors and patterns, coming to life in the monkey key-hanger that comes with each bag.

Besides its current categories of handbags, backpacks, accessories and luggage, Kipling wants your ideas about what else to offer a woman in her 30s who lives in Asia. She holds an optimistic mindset towards life, and happiness and enjoyment are the upmost priorities for her. Perhaps this woman isn’t yet a mother, or perhaps she’s a new mom in the early period of motherhood. She feels young and energetic, and keeps a youthful outlook on life. She loves her family and friends, and she juggles a busy work and social balance in her life. Her eyes are open to the quirky things in life and she quietly celebrates the personal style choices she makes every day; it’s the small things in life that make her smile.

Stretch the limits of innovativeness, creativity and insightfulness and suggest what new products Kipling can offer, that it currently doesn’t, that will bring a smile to her face and make her feel special.

創意挑戰

Apart from handbags, backpacks, accessories or luggage, show us a compelling visual of what else Kipling should add to its product categories, and what it can offer to Asian women.

Kipling currently offers handbags, backpacks, accessories and luggage for work, everyday activities, school, and leisure and travel. Click here to take a look at what it currently offers. Today, it is looking for your innovativeness, creativity, and insightfulness to expand beyond this. Your challenge today is to imagine a new product that an Asian woman in her early 30s will want from Kipling.

Push the boundaries of the categories that Kipling currently offers women. What other occasions could Kipling offer products for, e.g., sporting occasions, nights out, kids? What other categories should Kipling expand to, for example:

  • Homeware – Kipling design bedlinen, tablecloth made of the stain-resistant lightweight trademark crinkled nylon?
  • Stationary – notebooks, planners, calendars with Kipling designs or the iconic monkey?
  • Pets – dog collar, leash, bed, all with Kipling’s design philosophy of practical functionality with a witty twist of style?

Think about what the Kipling brand stands for:

  • Lightweight, yet of lasting quality – because of their use of the lightweight trademark crinkled nylon;
  • Stylish functionality – easy to access and intuitive ways to organize your items;
  • Casual styles fit your varied occasions
  • Colours that make you happy
  • A monkey icon that embodies Kipling’s playful spirit

We want to understand new ways of thinking about the Kipling brand and see a visual of how that translates into a new product for Kipling.

 Please answer the following three questions in the template provided:

  1. What is your idea for a new product Kipling should produce? Please show us a visual of your design and a written description so we can understand your idea.
  2. How will this fit into the life of and benefit an Asian woman who’s juggling a lot during the course of her day? Be specific and give us real examples that are more descriptive than “my item is a practical design for a busy woman.” We want details!
  3. Why should Kipling make this item? Think about what’s new and unique about this product and why an Asian woman would want this item made by Kipling.

 

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。

Here are some tips to think about when designing a new product that Kipling should produce and bring to market for Asian women:

  • Kipling currently focuses on the following occasions – work, everyday life, school, leisure, and travel – could there be any other occasions that Kipling might want to make products for?
  • Think of the things you love shopping for and use. Could Kipling credibly produce any of these items? Would you want to buy these Kipling branded products?

獎金

評審團獎金

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

格式

Poster with a visualization of your idea and answers to the three questions, using the template provided.

評獎標準

We are looking for a creative and compelling visual and thoughtful reflection on what you feel Kipling should add to their categories of products. We want to see ideas that are interesting and out-of-the-box, but also things that they can credibly produce under the Kipling brand.

比賽指南

本次比賽指南

  • Entries must be in English only.
  • You can download template for your submission and Kipling logo from the creative toolkit. Your entry must include a visual of your idea and descriptive text that answers the three questions above.
  • 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。