Freshness that laaaaaaassssstttttts コンテスト終了

Reinvent the way to communicate freshness that lasts and laaasssttts!

開始 2016年10月31日(月) 終了 2016年11月13日(日) 23時59分00秒 +0000 UTC 審査 結果 2016年12月
2016年11月13日(日) 23時59分00秒 +0000 UTC

Brief has been updated

16/11/07 16:23

Dear participants,

Please note that the brief has been changed. We simplified the challenge for you. Please read it carefully before creating and submitting your entries! 



Most brands who communicate long-lasting freshness do so literally. They use a flower (or similar) motif to communicate freshness & a notion of time to communicate long lasting. However, since so many brands do this, this technique simply doesn’t turn heads anymore – especially among the notoriously advertising skeptical Millennials.

 The brand behind this contest wants to turn heads and get noticed, mostly because the products truly deliver fresh scent that laaasssttts. Take existing home & air freshening products, and multiply freshness by 100! – the difference is that palpable!  

The brand also knows that the target, urban Millennials, really appreciate scent moments & experiences in many forms throughout the day-to-day. For example, even if many of them live in a small & simply decorated flat, they actively see it as a haven to recharge themselves to better hit their “on stage” or “on-the-go” life again. For them, scent plays a strong role in their daily life. 

Can you help us come up with a different and surprising way to express long-lasting freshness?


Show us an intuitive, creative, even quirky way to express long-lasting freshness that turns heads.

 In a poster with a bold tagline / claim, please communicate freshness that laaasssts and laaasssttts. On a separate page, tell us what your idea is, and why it’s new in a short paragraph.

We do not want to see anything related to flowers, or notions of time such as clocks, hour-glasses, or calendar like motifs. We have tried this, and they come out flat & déjà vu. 

Think of freshness that doesn’t give up, doesn’t let you down, exhilarates you, but that doesn’t overwhelm or suffocate. Please take inspiration from your day-to-day experiences or frustrations with freshness. What would be the ultimate claim to express long lasting freshness? Please don’t hesitate to tap into popular culture, the world around us, space or even beyond. 

The brand is bold, feisty, quirky and original. It provides long-lasting freshness for clothes (all sorts of them), and for inside space (candles, scent diffusers and air fresheners) that can transform any experience for the better, and even save situations. Your idea should intrigue them enough to give it a try.



It is time for you to get creative! The brand trusts you to think boldly. There are two interesting examples to inspire you in your thinking about freshness:

  • A lipstick brand doesn’t claim it’s a long-lasting lipstick, but rather, it claims to be “kiss-proof”. People get the point … it lasts no matter what the lips do throughout the day!
  • An antiperspirant deodorant doesn’t claim to not leave white lines on clothes, but rather, it claims to be “black dress-approved” because it doesn’t leave white marks on clothes, even on a black dress. People get the point … it doesn’t leave visible white residue. 

You can express freshness either in a literal or in a metaphorical way. 

The bad entries would be the ones that use ordinary elements like flowers or clocks to communicate “long lasting freshness” in a linear & literal way. We need totally new ideas and intuitive ways of communicating this simple concept.


  • #1 3,000€
  • #2 1,500€
  • #3 500€


A poster with a tagline.


The winning entries need to express long-lasting freshness in a smart, new and impactful way that will make urban Millennials’ heads turn.



  • Entries should be in English.
  • The brand’s colors are black & teal blue (Pantone 326C).
  • It’s a premium aspirational brand who wants to make a difference in urban Millennials’ life.
  • The brand’s bold, feisty, quirky and original character should influence your concept.
  • エントリーは必ず 英語.でしてください。
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