Duracell Lithium coins Contest Ended

How can you tell people that they should choose Duracell Lithium coin batteries?

Start December 01, 2016 End December 18, 2016 23:59 UTC Deliberation Results February 2017
December 01, 2016
December 18, 2016 23:59 UTC
February 2017


Lithium coins are special batteries that come in 10 different sizes. They look physically like coins, and power many different devices in our life, including home devices (scales, car key fobs, small remote controls for garage doors, curtains, Apple TV, bank card readers), medical devices (glucometers, heart rate monitors, thermometers) and outdoors/fitness devices (sports watches, pedometers, portable lights, bike computers). These devices are becoming more common due to miniaturization, and the Internet of things, yet they are not spontaneously associated with Duracell, who is better known for alkaline batteries. 

Actually, in part because lithium coin batteries last from 6 months up to 10 years (depending on the device), they are not at the top of anyone’s mind, until they die. But, when they die, people get annoyed because no one keeps a stash of them at home and they quickly realize how dependent they can be on some of these devices. 

Duracell lithium coins provide 50% longer lasting power that people can rely on. That means Duracell users can change the batteries 50% less often and therefore experience the annoying situation, in which they cannot use the device immediately and have to replace the batteries first, 50% less often. Consumers trust Duracell when it comes to longevity, but do not know to look out for Duracell in this category. 

Can you help Duracell convince LiCoin device users to choose Duracell LiCoins for their superiority over other brands, by highlighting that Duracell’s longer lasting LiCoin batteries fail less often?

Creative Challenge

Jolt consumers into thinking about their critical Lithium coin powered devices and caring about the Duracell dividend in longevity they can bank on.

The challenge is to show Duracell’s superior longevity benefit in home devices which have a negative impact on consumers’ lives when they do not work. Such devices include car key fobs, garage door openers, modern & small remote controls (blinds, thermostat, A/C system, Apple TV, music system, etc.) and entrance door fobs. We hardly think about the batteries in these devices because they always seem to work, until they do not!

Think about memorable, but panicky stories triggered by a dead battery. When you have an urgent meeting and you cannot open the garage door without manually fiddling with the messy engine. When the remote control for your curtains does not work and you cannot sleep in on a weekend morning. Or when the car key fob dies and you cannot get into your car to drive home from a night out. 

We are looking for a communications idea that makes the Duracell longevity benefit matter for devices that no one typically thinks about because they always seem to work. It is not just about how Duracell lasts longer. The critical difference here is that when LiCoin devices fail, people are typically not prepared and are heavily dependent on the device working, so having to change them immediately often derails the day.

Please create a poster with a tagline that focuses on one or some of the home devices. (See device examples in the Context section). On a separate page, please explain your idea, and try to stretch it to make it relevant to one of the medical devices and an outdoor / fitness device. You can articulate the stretch however you would like: as a poster with a tagline, or in a short explanatory text.

You already know the Duracell bunny well. Please integrate the bunny as a leading character in your idea. He 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 to make your life easier & also try to get the best for you.


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 biker pushing his bike home with a limp and dirt on him in the dark, because his bike lamp gave out at the wrong time. Next to him, the Duracell bunny rides his bike happily as he uses Duracell Licoin and does not have to worry about the power problem. The tagline says “Duracell Lithium Coins would have been a better choice – small but critical at such times.”

Bad entries are ones that are not memorable or do not convey Duracell’s superiority.



Jury's Prize

  • #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)

Winning Criteria

The winning entries need to change the way people think about powering their devices which use Lithium coins. The key benefit is longer lasting power you can rely on, all the time.  


Guidelines for this contest

  • Entries should be in English.
  • 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 to make your life easier & also try to get the best for you.
  • We do not want to talk about how difficult it is to buy, find or change lithium coin batteries; we want to focus on the annoyance that consumers feel when their battery dies and they want to use the device, as well as how Duracell superior longevity frees you from that annoyance.
  • The humor should be funny, playful, mischievous, entertainingly sweet, a “gracious win” - just like the pink Duracell Bunny, NOT black humor, or humor that is ironic, mocking, denigrating other battery or users of competing brands, “below the belt” or inappropriate.
  • 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.