Always - Odor Control Concours Terminé
eYeka Express

Help incontinent women feel in control with Always Discreet.

Début 15 janvier 2016 Fin dimanche 31 janvier 2016 23h59 UTC Délibération Résultats février 2016
Début
15 janvier 2016
Fin
dimanche 31 janvier 2016 23h59 UTC
Résultats
mars 2016
Brief

Contexte

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?

Défi Créatif

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.

Conseils

Les exemples suivants sont uniquement destinés à illustrer nos attentes. Ne les utilisez pas, auquel cas votre création sera rejetée.

 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.

Prix

Prix du Jury

  • #1 Prix 1 500 €
  • #2 Prix 600 €
  • #3 Prix 400 €

Format

Print ad and description (2 pages).

Critères de Sélection

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.

Contraintes

Contraintes pour ce concours

  • 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.
  • Les entrées sélectionnées seront utilisées sur Internet. Les autorisations et licences d'utilisation d'éléments protégés (musique, images, etc.) doivent être compatibles avec une diffusion sur l'Internet. Vous devez être capable de fournir une preuve écrite de ces autorisations et licences à n'importe quel moment.

Contraintes habituelles d'eYeka

  • N'affichez aucune information personnelle dans votre création (nom, numéro de téléphone, adresse e-mail, etc.)
  • Gardez sur votre ordinateur une version non-compressée de votre création, qui sera utilisée si vous êtes sélectionné parmi les gagnants.
  • Afin de pouvoir concourir, votre média doit être votre propre création.
  • Vous devez obtenir l'autorisation écrite de chacun des auteurs et acteurs ayant participé au média.
  • Précisez dans la description de votre média si vous êtes l'auteur ou non de la musique et/ou des images utilisées. Si vous avez utilisé des éléments (musique, photos, dessins, etc.) dont vous n'êtes pas le propriétaire, transmettez-nous les informations concernant la licence vous concédant les droits d'utilisation.
  • eYeka vous demandera de fournir des preuves écrites ou une copie de tous les documents écrits étayant de telles autorisations et permettant à eYeka et à ses clients d'utiliser le média conformément aux Conditions Générales du concours.
  • Tout média ne se conformant pas avec ce règlement, sera exclu du concours.