Welcome to the "Victoria" club! Contest Ended

Celebrate the victorious transitions of women in their 50s.

Start February 26, 2016 End April 24, 2016 23:59 UTC Deliberation Results June 2016
February 26, 2016
April 24, 2016 23:59 UTC
June 2016

New brief and end-date

31 Mar 13:27

Please note that the Victoria brief has been entirely rewritten in order to be more understandable and easier for you to produce amazing content! 

Furthermore, the contest has been extended until April 24th



She has been marinated in life experience. She is at the peak of her influence and power. She is committed to living fully and passionately in the second half of life, despite failures and false starts”, wrote Gail Sheehy, a famous American author of many books on life stages, about a typical 50-year-old woman.

Women in their 50s are fascinating. They embrace the “joy of living in their fifties” and still have a lifetime ahead of them. These women don’t want to relive their 20s; they’re happy where they are.

Feeling beautiful and empowered, with a wealth of experience behind them, they know what they like and what they don’t.

This age is an Age of Transition for them between juggling careers & raising children and full retirement. The children are gone, and many have the choice of winding up or down their careers, to launch a small business, to get more involved with the Community, to re-discover their latent talents, and more. It’s also a time that allows them to spend more “me time” and more quality time with friends and partners.

They also have to reset their health & regimen priorities because of their body and face age. It’s not something they struggle with, but it is a transformation nevertheless.

They have the guts to go after their ‘bucket list’ and the money to make it happen. So they pick activities they really like, not the ones society tells them to favor.

They have built their character, veiling them with strength and confidence. They have nothing to prove.

This transition is fascinating to watch. Young people, their children or others, have preconceptions about them and when they realize they’re wrong, they discover the incredible strength of these women. And they admire them. Procter & Gamble has created a website called Victoria, coupled with a print magazine dedicated to these women. Victoria houses great content – articles, videos, forums, product trials, about a myriad of topics- travel, relationships, beauty, fashion, health, sports, home decoration, etc.  The website was first launched in Italy, and is now in Germany and Spain, with France and the UK coming soon.

Victoria wants to celebrate this Age of Transition and the new opportunities for these 50 to 64 year-old women. Can you help make Victoria a desirable brand and an appealing platform? 

Creative Challenge

Create a witty and engaging video that celebrates a woman in her 50s, navigating this life transition and being victorious!  

Your video shall be dramatically unexpected and far away from stereotypes. We want content that is witty and not clichéd.

Your story shall celebrate women who succeed with this Age of Transition, with a combination of wit, grit, strength, and maybe even a tear. The story is meant to be shared, to embolden their peers to initiate their own transition and succeed. We want real, genuine stories that show the tension women overcome to make their 50s the best time of their lives - stories that are unexpected and memorable.  With a witty, maybe ironic yet positive tone of voice, create a video or animation that glorifies women who are proud and happy to be in their 50s.

Remember Victoria celebrates new beginnings, not the beginning of the end.

We are not asking you to feature or promote the Victoria website in your story. But, at the end of your video, there should be a call to action to visit Victoria. It could be something like: Victoria. “The exclusive club designed for strong women in their 50s.”


The examples are only provided to illustrate our expectations. Please do not use them in your submission or it will be rejected.

Avoid things like: “Great, she can do yoga even at 55 years old” or “Wow, she cycles with her grey-haired partner. “

Prefer stories around: “she was a chemist all her life and at 60, decided to take stand-up comedy lessons. She is now a stand-up comic and coach for young professionals who are still forming their convictions. She feels fulfilled in her second career, and sometimes even better now than when she was 35!” 


Jury's Prize

  • #1 Prize €12,000
  • #2 Prize €5,000
  • #3 Prize €3,000


Video or animation of 45 sec. max

Winning Criteria

We are looking for original, unexpected and witty videos that engage emotionally with women from 50 to 64 and inspire them to register on Victoria. Our client will award videos that best celebrate how these amazing 50+ women conquer the tensions and challenges they face, and how they emerge victorious and happy.


Guidelines for this contest

  • Cast: Show women who are around 50, not around 60.
  • Your story should appeal to women in the UK, Germany, Italy, Spain and France.
  • Please do not portray nudity, conflict, physical violence, political or religious issues.
  • Please do not show specific brands or logos.
  • Stay true to the Victoria brand vision: Victoria + exists to spark pride in women in their 50s.
  • The look and feel should be colorful, feminine and sophisticated.
  • Make sure your video is unexpected and without “old people” clichés. These women feel young, and have their lives ahead of them!
  • Winners will be asked to create a 30 sec. cut down version of their video.
  • Ensure that there is a hook in the first 5 seconds since the cut down will be used for pre-roll.
  • Voiceovers, if any, must be in English
  • If you would like to add text to your video, please use the font provided. Please use the client-supplied end frame to end your video. You can find the assets in the toolkit.
  • Please visit the following country Victoria sites:
  • 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.