Becel pro. activ Contest Ended

Start November 02, 2011 End December 14, 2011 23:59 UTC Deliberation Results February 2012
November 02, 2011
December 14, 2011 23:59 UTC
February 2012

In a non-cliché and entertaining way, convince the scepitical over fifties that Becel pro. activ will lower their cholesterol!


TV ads for cholesterol lowering products all say the same things in the same way, showing 'science class' type 3D animation of cholesterol magically vanishing from clogged arteries and older people jumping around with their grandchildren. People over fifty (the group who would benefit most from lowering their cholesterol) don't even notice them anymore, and are skeptical as they are bombarded by product claims.

It’s a shame because Becel pro. activ is a tasty spread that is really effective in lowering cholesterol. Becel pro. activ has been proven effective by over 45 scientific studies in lowering cholesterol by 7-10% in just 3 weeks, with 3 servings a day. It contains clinically proven plant sterols (the good, natural stuff that lowers you cholesterol) which actively lower cholesterol. No other food is more effective at lowering cholesterol, and millions of people have successfully lowered their cholesterol with Becel pro.activ.


Becel pro.activ is clinically proven to actively lower cholesterol by 7-10% in just 3 weeks. Bring this statement to life in the most creative and engaging way you can think of.

Your challenge is to create an original video or animation that convinces the over fifties (men and women over 50 years old), without clichés to use Becel pro.activ so that they can return to enjoying life. These people tend not to trust advertising; therefore they need to be convinced in a fun, engaging and unexpected way!

Unleash your creativity, surprise us and create a video or animation that stands-out from the ones people over fifty are used to seeing. Be funny, emotional, or quirky but don’t fall into clichés, such as videos of people over fifty dancing, swimming and playing with their grandchildren etc.

FORMAT: a video or animation of up to 45 seconds that will be viewed online.

Winning Criteria: We will select winners with the most creative and inspiring entries.

Use of the submissions: the winning entries may be used as part of larger online campaign for the Becel brand.


Even if you are not over 50 or if you are not concerned by cholesterol, you could think about someone you care about who is and aim to convince them, creatively.


- Don't forget that viewers of your video will be over 50 years old.
- Be funny, be inspired, do not copy existing TV ads.
- Please insert Becel pro.activ. logo and product shot provided HERE
(Please ensure that you use the images and logo corresponding to your home market, as provided on this brief: English EN, Greek GR & or Dutch NL)
- Be careful not to link cholesterol to obesity in your submissions

- If your entry makes any statement regarding health and /or efficacy, then make sure it complies with the following:
1.Three portions of Flora pro.activ foods can lower LDL cholesterol (the bad kind of cholesterol) by 7-10% in just 2–3 weeks. One portion is about two teaspoons of spread, 1 glass of milk or one Flora pro.activ mini-drink; actively lowers choleserol which is is a risk factor of heart disease. You can’t talk about this product in the more general terms of ‘prevention of heart disease’;
3.Don’t show doctors or other healthcare professionals in your entry.

No entry making any other statement with regard to the products' health benefits will be accepted.

- Entries will be accepted in English & in local language for participants from Greece & The Netherlands only.

PRIZES: 10 000 €

1st Prize: 5 000 €
2nd Prize: 3 000 €
3rd Prize: 2 000 €


Start Date: Wednesday 2 November 2011, 6:00 PM (GMT)
End Date: Wednesday 14 December 2011 @ 11:59 PM (GMT)


Contestants undertake to submit creative and original works.
Contestants warrant that they hold all rights upon submitted works and warrant that the use of the works in the contest does not violate any third parties' rights.
Contestants acknowledge that in case of breach of these rules, the organizer shall be entitled to deem their participation and the prize granting as void.


Jury's Prize

  • #1 Prize €5,000
  • #2 Prize €3,000
  • #3 Prize €2,000