Signal Day & Night Contest Ended

Dramatize the moment where kids catch their parents in the act of saying one thing and doing another!

Start September 04, 2012 End October 25, 2012 23:59 UTC Deliberation Results January 2013
September 04, 2012
October 25, 2012 23:59 UTC
November 2012

New Editorial News

02 Oct 09:06

IMPORTANT: Please note that brief has slightly changed and that the contest has been extended until October 25. The best part is that prizes have increased too!! Come on guys!

New Editorial News

19 Sep 14:28

Tips and tricks for you guys!

1) You all know “kids say the darndest things.” They don’t just listen to what we say, but they do as we do. Bring this moment to life for Signal. Show us how kids have caught us in the act, of not brushing our teeth after we have just told them to brush their teeth.

2) Imagine parents and kids didn’t’ have teeth anymore and they only came back when they brushed their teeth 2 times a day. Surprise us with a Signal moment where kids are coaching their parents to brush their teeth twice a day.

3) Zoom into a moment, where kids are teaching their parents. Think about social media, TV’s, telephones and caring about the environment. Apply this to teeth brushing. Reverse the roles of kids and creatively have them encourage their parents to brush twice a day.



Children’s mouths speak the truth in a charming and direct way. They point out the contradictions they see in their parent’s behavior. Sometimes, kids catch their parents being lazy and not brushing their teeth after they have told their kids to brush theirs.

We want to capture the moment where parents are caught in the act, and reverse roles by making kids the experts who are reminding and encouraging their parents to improve their brushing habits.

Creative Challenge

Create a light hearted, engaging story about how a child notices when their parents tell him/her to brush twice a day, but then end up not doing it themselves.

Create charming, yet provocative videos and print that people would want to share with their friends. Keep in mind that your entry should not represent kids as bossy. Be creative and original. We want parents to see themselves through their child’s eyes. Go beyond the obvious of featuring a child being bossy or telling his/her parents – “you tell me to brush my teeth, but then you don’t do it yourself.”

In print, think about how the story can come to life. Create the moment where kids are the real experts. Be imaginative and tell your story using a slogan and description to bring it to life. In video, if it is an issue to show kids in your entry, you can think about using a subjective camera or point of view, or a voiceover.

TIPS: In some ways kids are more advanced than their parents. Think about technology as an example, many kids can navigate technology much easier than their parents. When it comes to being environmentally responsible, kids are sometimes more conscientious than their parents.


Jury's Prize* Video

  • #1 Prize €4,500 up to €9,000
  • #2 Prize €2,000 up to €4,000
  • #3 Prize €1,000 up to €2,000

Jury's Prize* Design

  • #1 Prize €750 up to €1,500
  • #2 Prize €500 up to €1,000
  • #3 Prize €250 up to €500

* Jury’s Prizes reflect the brand’s decision to acquire Intellectual Property. When no intellectual property is acquired, eYeka guarantees that 50% of the full Prize amount is awarded. When the brand acquires the intellectual property rights to the entries, the full amount is awarded.


Videos / animation up to 60 seconds or print, illustrations, photographs

Winning Criteria

We are looking for provocative, engaging and surprising stories (print and video) that come from a child’s perspective and gets parents to rethink their teeth brushing habits.

Go beyond the obvious of featuring a child telling his or her parents – “you tell me to brush my teeth, but then you don’t do it yourself.”

This contest is for Signal toothpaste (also called Mentadent or Pepsodent in different countries) and winning ideas will be used on Youtube, Facebook and the brand’s website.


Specific Guidelines for this Contest

  • Your entry should focus kids reminding and encouraging their parents to improve their brushing habits, especially at night.
  • If you are selected as a winner for print and video, we will ask you to add an end-frame which will be provided later. Please keep an HD (or uncompressed MOV version) of your work and a high quality print version of your entry (300dpi).
  • Have fun, be provocative and approach it from a child’s naïve and innocent perspective. Stay away from making any sexual references.
  • Your ideas should not focus on a toothpaste flavors and should not include mouthwash or floss.
  • Your ideas should not be offensive to children or parents in any way. 
  • It is not mandatory to feature the toothpaste or logo in your entry, however if you choose to please use either: Signal, Mentadent, Pepsodent or Aim.
  • Your entry must be in English, or in any other language if it’s English subtitled. 

eYeka Standard Guidelines 

  • Your media has to be your own creation to be considered into the contest. 
  • You must have obtained written permission from each of the authors who have contributed to the media. 
  • If you have used elements (music, photographs, designs, etc.) that are not yours, please state in your media description whether or not the music and/or image(s) you used is/are your own creation and provide links to the license granting you the rights of using it. 
  • eYeka will ask you to provide written proofs or a copy of all written documents confirming such authorizations enabling eYeka and its clients to use the media pursuant to the terms of the Rules of the contest. 
  • Media that does not comply with these rules will not be considered for the contest.
  • Keep a high-quality version of your creation to be used if you are selected as a winner. 
  • Do not show any personal details in the entry (name, contact number, e-mail address etc.)