Tell us a story about how fragrant clothes brings out your positive side.
Clean sheets and clean clothes are among the top things that make us happy. What do these two things have in common? When it comes to our senses, smell reigns supreme. There is scientific evidence that smells people like, make them feel good and boost their mood. And when you feel good, you think and act in a more positive way.
For a woman, clothes are a tool to foster positivity through expressions of her best and true self. She thinks of her wardrobe as her diary – she connects clothes with special memories and wearing them reconnects her with those treasured experiences.
Comfort is a fabric conditioner that promises clothes with softness and fragrance. Through its innovative formula with self-release fragrance capsules, your clothes stay fresh and fragrant throughout the day.
The pleasant fragrance Comfort leaves on the clothes enhances one’s mood, triggering a positive response to the environment that surrounds us. Comfort brand aims at dressing the world in positivity.
Comfort’s promise is “We put a spring in your step to bring out your positive side”.
Can you help Comfort to bring this to life?
With a poster, convince millennial women that the smell of their clothes has the power to positively boost how they feel and respond to the world.
Think about the world we live in and how the role of the women has changed. Society pressures can be overwhelming if she doesn’t take charge of her life. Living in a chaotic and challenging world, the millennial woman understands that she cannot control many of the events and circumstances in her life, but she has the power to choose how to react to them. She believes in the power of positivity in order to create a healthier and more vibrant life.
The pleasant fragrance Comfort leaves on your clothes has the power to positively boost how you feel and respond to the world. Think about the everyday moments when your clothes have the power to influence you and your interactions with others. We are looking for imaginative ideas that are part of a woman’s daily life.
Your entry should include a key visual, text explaining your idea, and answers to the following questions:
- Describe the moment of positivity in a woman’s daily life represented in your entry.
- How do fresh and fragrant clothes play a genuine role in making this woman feel good and positive?
- What is the role of Comfort in making this woman act in a positive way?
Example of a good entry: A woman rushes through her day, clearly she has too much on her plate. Time flies as she juggles many roles as a mother, housewife, a working professional. She gets impatient as she is retained in the office by her boss, making her late for her favorite dance class. Indecisive about attending the class or not, she picks up her sports bag and opens it. The freshness and fragrance of her sportswear permeate her senses and bring memories of joy and fun. She knows that taking care of herself is important so, despite being slightly late, she chooses to attend the class and make the most of it.
Example of a bad entry: A woman makes her bed with washed bed sheets. She looks exhausted and tense as she remembers the long list of tasks performed on that day. Her mood changes the moment she slides between the soft and fragrant fabric. It’s the most pleasurable moment of her day. She feels relaxed and readily falls asleep. In her dream, we see the setting, people and tasks of her daily events. However, instead of the tension and frustration, she faces each challenge with optimism and her positive outlook completely changes the situation (the sun is brighter, the people are nicer…).
We are looking for credible moments that occur in real life and not in someone’s imagination (example, dreams) or in a fantasy world.
- #1 賞 1 (1,500€)
- #2 賞 2 (600€)
- #3 賞 3 (400€)
A presentation with visuals and text, maximum 1 page using the template provided.
We are expecting a creative solution that shows an in-wear freshness moment where fragrance plays a clear and genuine role in making a woman feels good and positive. Your entry should appeal to women that have a millennial mindset.
- Entries must be in English only.
- In your story, the link between fragrant clothes and positivity has to be clear.
- Your entry must include a visual of your idea and descriptive text that answers the three questions above.
- Use the template to create your entry. You can download it from the creative toolkit.