Celebrate the unstoppable energy of Duracell in an emotional way!
Duracell, the world’s leading battery brand, has been selling long lasting batteries for more than 50 years. Most of their communication has focused on their strong battery credentials: the longest lasting battery, which even helps improve device performance.
But Duracell is realizing that to consumers, it is more than just a battery, and the Duracell Pink Bunny is so much more than a brand mascot. Across the world, the Duracell Pink Bunny is part of people’s vernacular, meaning unstoppable energy & a winning spirit. For example, sometimes the press refers to an athlete as the Duracell Bunny when he is unstoppable on the playing field.
And, we have heard moms say “My son, who never stops running around the house, is like the Duracell Bunny.”
Duracell wants to explore a communications platform that interprets this unstoppable energy on an emotional level. Duracell calls this “Running on Duracell.” Can you come up with a campaign idea that illustrates this positive emotional territory?
In a series of posters WOW us with your idea to communicate the dynamic, joyous emotion that is a “Running on Duracell” feeling!
You got it, this challenge is not about the technical merits of Duracell batteries. Instead, it is all about defining, interpreting and sharing the emotion it gives when its unstoppable energy makes all devices work perfectly and keep on working perfectly for longer. Some people might call it nirvana or ecstasy, excellence, state of the art perfection, or even a vibrant orchestral experience … when everyone is perfectly in their zone, alone, or together, in sync with their perfectly performing devices.
We would like to explore the emotional side of Duracell and its Pink Bunny – this perfect feeling of “Running on Duracell” the brand gives to its friends. But, please do not interpret emotional as soft and fuzzy. The Duracell Pink Bunny is always in motion. He is strong, energetic, playful, fun-loving, mischievous, and yes, empathetic. The idea should be entertaining, positive and bring a smile to people’s faces. He is a hero who always wins, but he wins playfully and graciously. He is also the enabler in order to make your life easier and he tries to get the best for you. Please integrate the Pink Bunny into your poster.
This “Running on Duracell” perfect feeling is intrinsically active, tonally in sync with the Duracell Pink Bunny character, and rooted in a scenario that integrates battery-operated devices and enjoyment. In this way, the feeling is consistent with Duracell’s brand promise. There are so many devices in our life that require batteries: toys for children, remote controls, digital cameras, clocks, electric shavers, smoke alarms, flashlights etc. for adults… Try to think about any device that could give you this Running on Duracell feeling.
We want to speak to 3 main types of consumer: young adult (pre-family), families with kids, and ageing consumers. You can start by thinking about these three groups, but the overall idea in your poster should still strike a chord with everyone. Please express your main idea in a poster with a headline for one of these targets. On a separate page, please explain your idea, and try to develop it to make it relevant to the other two target audiences – featuring relevant devices. You can articulate the elaboration however you would like: as a poster with a headline, or in a short explanatory text.
The examples are only provided to illustrate our expectations. Please do not use them in your submission or it will be rejected.
An example of a good entry could be a poster showing a kid and his dad playing with a battery powered train that goes around the house. We see that they are running on Duracell. Next to the railway, we see his teen sister jamming with her Bluetooth headset on – She is Running on Duracell. The mum is taking pictures of the happy simple moment using a camera, with Duracell Bunny in the scene too. Everyone is Running on Duracell. Thanks to Duracell, every device works perfectly, and everyone is enjoying the “running on Duracell” feeling.
Bad entries are ones that focus on Duracell’s superior longevity only, or the ones that are emotional without being linked to battery operated devices in the story.
- #1 Prize €4,000
- #2 Prize €2,500
- #3 Prize €2,000
- #4 Prize €1,000
- #5 Prize €500
1-3 posters with a headline and an explanation of the main idea. (4-page PDF)
The winning entries need to communicate the unstoppable energy and celebrate the positive feeling of “Running on Duracell” in an emotional way. They should bring a smile to the viewer’s face and make them share it with their friends.
Guidelines for this contest
- Entries should be in English.
- The bunny has to be part of your idea but it does not have to play the central role. You can download the bunny assets in the toolkit.
- Bunny is playful, energetic/strong, fun-loving, and mischievous. Bunny is a hero – he always wins, but he wins playfully and graciously. He is also the enabler in order to make your life easier & also to try to get the best for you.
- Entries should be in English
- Authorizations and licenses to use protected elements (incl. music, photos..) must include at least: (i) the right to incorporate the protected elements in new works that are derived or based upon these elements, (ii) the right to use for commercial purposes and (iii) the right to use on the Internet. You must be able to provide a written proof of these authorizations and licenses at any time.
eYeka standard guidelines
- Do not show any personal details in the entry (name, contact number, e-mail address, etc.).
- Keep the source files / working files of your entry until the winners have been announced as they may be needed.
- Your participation must comply with the rules you accepted when you joined the contest.
- Your entry has to be your own work to be considered into the contest. If you have included protected elements (music, photographs, designs, fonts, etc.), make sure to fill in the Legal Information section when you upload. You may be asked to provide the authorizations and licenses to use such elements.
- You must be able to provide the written authorizations from each of the authors and actors who have contributed to the entry.
- Do not depict sexual, violent, religious, political content or any illicit content as per the rules.
- Any entry that fails to comply with these rules will not be considered for the contest.