Create a poster that makes a shopping center feel like “Your Place”
In Australia, shopping is as much a social pleasure than a necessity. People hang out in shopping malls and retail environments to buy groceries, look for the latest fashion designs or entertain the children. A shopping mall is a place where we see familiar faces and have our little habits, while seeking new stimulations in our lives.
Picture yourself with a family living in the suburbs or in rural areas (think of your average, middle-income family). Your family is educated, appreciates their local community, has a good sense of humor and has been around long enough to be a bit skeptical about advertizing. Local shops are a place where people can be themselves while feeling a sense of belonging to a local community. It treats you as a person, not just a customer. They understand your daily life’s little hopes and struggles, your little quirks, what makes you tick and wonder… Your shopping place is YOUR PLACE. Real, authentic and friendly.
How could we convey that in a visual that could be used in a campaign to promote a range of shopping malls and shops?
Create an original poster with a strong visual to show that your shopping mall understands your little quirks, habits and wonders so well that it is YOUR PLACE.
The tone of your visual should convey that your shopping mall is approachable, friendly, understands you including your little quirks and can connect with you authentically, on many levels. If you think that it is a good idea, don’t be afraid to use a humoristic approach as your audience will understand what you mean, and value the fact that you treat them as intelligent individuals, not only shoppers.
You can focus your visual on one of three of these shopping occasions: Shopping for food, shopping for fashion or shopping for the kids (school supplies, toys, etc.).
You do not need to feature an entire family in your poster. It could be a mum, a dad, kids, a couple… whatever combination you feel works for your creative idea.
You may have already seen posters in shopping malls or supermarkets showing happy, smiling, fake families pushing shopping trolleys… We do not want to see all these clichés. People look at these and think it looks staged. Your visual should feel authentic. It needs to connect with real people, feel smart, real and creative.
The examples are only provided to illustrate our expectations. Please do not use them literally in your submission or it will be rejected.
You could create a picture that shows an elegant woman wearing a pretty summer dress walking down a row of shops in a shopping mall like if she were on a catwalk. Her husband and child are walking behind, smiling while she is strutting through a crowd of shoppers and friends. While she is catwalking, she is holding a bag of groceries so the whole scene has a bit of a funny yet friendly feel. Everyone seems to be having lots of fun and the whole event feels spontaneous. This poster would show that while you go shopping for the family, you can be yourself too and feel like showing the best side of yourself as a woman without fear of being judged as you are in a friendly, safe environment.
- #1 Prize €4,000
- #2 Prize €2,000
- #3 Prize €1,000
Photo, illustration or print with explanation
We are looking for creative and clever visuals that differ from the typical poster you see in shopping malls. The winning entries will either be used directly, therefore the quality of your creative work matters, or inspire a company that runs shopping malls and retail centers for a big, nationwide campaign in Australia.
Guidelines for this contest
- Entries in English
- Quality of creative work matters
- Keep a high resolution version of your entry
- Include a visual and explanations about why you feel your entry meets the brief
- You can add the tagline ”Your Place” on the visual but it is not mandatory.
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.