U by Kotex® Concurso terminado

Show young women that change is good – bring it on!

Início 14 de Setembro de 2015 Fim 18 de Outubro de 2015, 23:59 UTC Deliberação Resultados Novembro de 2015
Início
14 de Setembro de 2015
Fim
18 de Outubro de 2015, 23:59 UTC
Resultados
Dezembro de 2015
Briefing

Contexto

Young women today are lucky to have really awesome experiences. They have much more independence and the freedom to make their own choices today than young women did 50 years ago. Take Jane, for example, she’s 22 and for her, change is always happening: going to university, making new friends, finding her own style, discovering her passions, a first serious boyfriend after many infatuations. This is the age of discovery and self-discovery. Sometimes, she even feels like she’s no longer is the same person today as she was yesterday. And it’s great!

The last thing on Jane’s mind is that time of the month. When it comes to her period, she’d rather go on autopilot and simply do what’s worked for her like her mom taught her to. But what she’s used previously might not be the best solution for her needs today.

U BY KOTEX® is a tampon brand inspired by and made just for young women like Jane. U BY KOTEX® allows young women to live life to the full on their terms, and inspires self-confidence and self-expression. This isn’t just through a fun, functional and stylish design, but the slim design, and comfort that make for a distraction-free period – so that young women can get on with their busy and exciting new lives.

U BY KOTEX® needs your creativity to convince young women that now is the time to think of feminine protection in an entirely new way. They want you to encourage young women to try out U BY KOTEX® tampons with a free trial when they sign up online.

Desafio Criativo

In a fun, entertaining and engaging video, show young women that change in their lives is a great thing and get them to change their minds about U BY KOTEX® by signing up online for a free trial.

Show these young women that U BY KOTEX® understands their lifestyle, life stage, and the changes that they’re experiencing. Help young women feel enthusiastic about change: change is good, let’s embrace it, it’s time to do something new. And amidst all the changes U BY KOTEX® is also constantly changing, to help them continue getting on with life and live life to the full – no hesitations.

Connect with young women, aged 16-24; show them that U BY KOTEX® is the feminine care brand for an awesome new life.  Entertain them and encourage them to embrace change and be all that they want to be. 

U BY KOTEX® is a brand that truly understands young women, so talk to them on their level, not down to them. Be playful, fun and cheeky in a way that inspires self-confidence and self-expression.

We are not looking for a video that shows the functional benefits of the product, a video that shows the superiority of the product, or a video that overly focuses on a woman’s period. We are looking for videos that will show young women that U BY KOTEX® understands them and what they’re going through. It is not necessary to feature the product in your video, but if you do, please use only Australian U BY KOTEX® tampons in wrappers as the wrappers are very unique and different from U BY KOTEX® tampon wrappers in other countries. If you feature the tampon itself, and you can’t find an Australian U BY KOTEX® tampon, you may use another tampon as long as no noticeable branding and other unique markings are seen.

Dicas

Os exemplos são fornecidos apenas para ilustrar as nossas expectativas. Favor não usá-los em sua apresentação ou ela será rejeitada.

Example of a good entry: We see a young woman drive to her new university with her parents. After she unloads the car of all her stuff and carries them to her room, she realizes that it’s the time of the month and she doesn’t know where she’s packed her tampons. She feels a little overwhelmed by the move and a new school. Her roommate sees her distress and passes her a box of U BY KOTEX® tampons and says “welcome to university.” The scene cuts to the two girls enjoying a night out at a university concert. They are laughing and dancing and jumping around, simply reveling in their new experience. While we’re not looking for a product-focused ad, we would like your video to imply that her new awesome experiences are in line with switching to U BY KOTEX®

Example of a bad entry: A product demo about the efficacy of U BY KOTEX® tampons or a video that focuses on period clichés such as girls running around in white trousers or focusing on stereotypes of period. What we’re looking for is an emotionally engaging story that will show U BY KOTEX® understands and connects with young women in a way that is relevant to them.

Prêmios

Prêmio do Júri

  • #1 Prêmio € 10.000
  • #2 Prêmio € 5.000
  • #3 Prêmio € 3.000
  • #4 Prêmio € 2.000

Formato

Video – max 60 seconds, feel free to tell your story in less but make sure it’s an engaging story that people can understand.

Critérios de seleção

The winning videos will be used by the brand on the U BY KOTEX® website and social media. We are looking for original, creative, and entertaining videos that will engage with young women aged 16-24 in an emotional way, inspiring in them the view that making the change to U BY KOTEX® is another great change that will impact their lives positively. We want videos that young women will want to share with their friends.

Orientações

Orientações para esse concurso

  • Please submit entries in English. For other languages, please make sure you have English subtitles.
  • Your video must be genuine and personal. It should not look like an advertisement.
  • Please do not submit entries with sexual or offensive content, or those that are linked to alcohol or drugs.
  • Please include the U by Kotex end frame in your video. You may download it here.
  • If you use a product in your video, please feature only Australian U BY KOTEX® tampons wrappers. If you feature the tampon itself, and you can’t find an Australian U BY KOTEX® tampon, you may use another tampon as long as no noticeable branding and other unique markings are seen.
  • If including text with the brand name please use in exactly this way (wording, font (CAPS and lower case) and the registered trademark symbol), for example “U BY KOTEX® Products”, “U BY KOTEX® Brand” or “U BY KOTEX® Tampons”.
  • The video will be used on various platforms, including the U by Kotex website. It must be high quality. We are looking for videos with good creative execution that can be used straightaway.
  • The use of third party elements is not allowed in this contest. You cannot use any materials from the Internet in your entry.

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