Escada Perfume - New Name コンテスト終了
eYeka エクスプレス

Name the new ESCADA perfume!

開始 2016年09月22日(木) 終了 2016年09月26日(月) 23時59分00秒 +0000 UTC 審査 結果 2016年11月
開始
2016年09月22日(木)
終了
2016年09月26日(月) 23時59分00秒 +0000 UTC
結果
2016年11月
概要

背景

What is happiness? How does one achieve it? Many think it’s about accumulating things & reaching milestones, but ESCADA believes happiness comes from positive choices, the richness of new discoveries & unexpected experiences. In short, ESCADA believes that happiness lies within each one of us, and it’s up to each woman to seize it, live it, and appreciate it. Happiness is the ultimate reward.

Women in their early 30s, more than women in their 20s, understand they are in the driving seat to their own good fortune and happiness. They are full of complexity, contradictions and richness, and yearn to thrive through it all. It’s a time when women lead a socially rich life, despite peak levels of stress from work & family. They are seductive and confident, yet they feel age creeping in. They have adult-sized responsibilities, but still crave adventures, fun, and me-time.

Can you help ESCADA find the right name for this new perfume which aims to create a cultural impact among 30 year-old women in their quest for a new, more modern take on personal happiness, from inside?

クリエイティブチャレンジ

Surprise us with a name that has the potential to become a motto for women to create their own happiness.

ESCADA has written a Manifesto. Your name must represent this philosophy. Don’t worry about word-smithing … it’s the meaning that counts.

“State of mind is a choice,

positive is a perspective.

The way you look at life

Is everything.

Be a woman of wonder;

Awaken your senses and your spirit,

Making the most of every fortunate moment.

Smile at the world,

See her smile back.

When luck meets happiness,

It’s _____ ”

ESCADA doesn’t want a name like “Happiness”, “Bliss,” “Optimism”, “Smile” or “Freedom”. These names are déjà vu, they fall flat among an international audience, are common in the perfume category, and can’t be trade-marked. Specifically, ESCADA is looking for a new style or unexpected form for the new name.

Think about using an acronym or a short-cut that is easily pronounceable, intelligible, and that turns heads among Europeans. An example of acronym could be “YOLO (You Only Live Once)” that becomes a motto to live by. An example of a short-cut would be GRL PWR. It is more arresting & distinctive than the plain English version, Girl Power, yet intelligible.

Ideally, your proposed name is culturally disruptive for the perfume category, without compromising key category expectations of luxury & sensuality. Just like women in their 30s, ESCADA appreciates complexity, contradictions and richness. However, be mindful that the perfume bottle is small, so the name must be short in length.

Please move away from names that are linked to the scent. In fact, what you might assume are flower petals on the pack design, are in fact Chinese lanterns symbolizing uplifting moments when luck happens, that leads to happiness. It doesn’t mean the scent is flowery.

ESCADA is a German brand that is sold internationally, so a French or Italian sounding name wouldn’t be coherent with its brand identity.

In one page, tell us the name you propose, its meaning and why you think it reflects the idea of “Happiness has to come from you”.

ヒント

下記に紹介する例は、望ましい応募作品例を分かりやすく説明するためのものです。この内容のままの作品は選考の対象外となります。

A good example could be “GLUCK” which could stand for “good luck” in English, and / or “Glück”, which means “luck” in German. (ESCADA’s biggest market). It’s easy to understand and it conveys a positive message. Another good example could be “H&H” which means that Happiness is in your Heart - you just have to realize that and look for it.

A bad example could be “Happiness” or “Luck” for reasons mentioned above.

Another bad idea is when an acronym looks like a real word. In this case, people will simply read the word, and miss the acronym totally. For example: RICH for Realising I Create Happiness.

審査員賞

  • #1 1,500€
  • #2 600€
  • #3 400€

フォーマット

One-page PDF

入賞基準

ESCADA is looking for a name that doubles as a motto, and has the potential to create a cultural impact among 30 year old women. The name should fit with a sophisticated premium perfume and the manifesto. It can’t be too long or complicated.

ガイドライン

このコンテストに関するガイドライン

  • Entries should be derived from English, even if the name (acronym or short cut) isn’t a real English word.
  • Be true to the ESCADA brand. It communicates the mindset of being happy, being bold and values travel, luck and love.
  • If you have more than one good idea, please submit them separately.
  • Each participant will be limited to 3 entries.
  • 参加者一人当たりにアップロードを許されている最大エントリー数は:3
  • 権限と少なくとも含まれている必要があり保護された要素を使用するライセンスは、(i)これらの要素に応じ由来するか基づいている新しい作品に保護要素を組み込む権利は、(ⅱ)権利を使用する(音楽、写真などを含む)商業目的で使用する(iii)インターネット上で使用するの権利のために。あなたはいつでもこれらの権限とライセンスの書かれた証拠を提供することができなければなりません。

eYekaスタンダードガイドライン

  • 参加エントリーに個人情報(名前、連絡先、メールアドレス等)を開示しない
  • 受賞者として選ばれた場合作品の高品質を保つ
  • コンテストにおいてあなたの作品の自作権は守られます
  • メディアに貢献している著者と配役それぞれから書面による承諾を得なければなりません。
  • 自分のものでない作品(音楽、写真、デザインその他)がある場合は、メディア詳細のなかに、使用する音楽や画像が自分の創作であるかどうか記入し、自分に使用権を許可する許可証のリンクをつけてください。
  • コンテストルールに従ってeYekaとそのクライアントが作品を使用することを許可するものを書面にて提出して下さい
  • コンテストルールに従っていないと見做される作品はコンテストに参加できません