Ariel & ACE - Compaction Contest Ended

Convince people that "compacted/concentrated" detergents work as well as normal ones.

Start May 26, 2016 End June 12, 2016 23:59 UTC Deliberation Results August 2016
May 26, 2016
June 12, 2016 23:59 UTC
August 2016


P&G has developed smaller “compacted” bottles for its detergent brands like Ariel and ACE. The way it works to achieve the same cleaning performance is very simple: formulas include more active ingredients and with less products used, they clean perfectly. The package is smaller but only that! In Latin America, people are not used to compacted detergents; they see a smaller packaging that is more expensive that their current detergent and they don’t want to buy it because they feel “cheated”. They like abundance and things that come in large quantities.

They don’t want to put less detergent in their loads, because they think it is not enough and the stains won’t go away. They need to be told that using less is perfectly fine, and to be reassured. The challenge is to change habits and to convince people that there is no difference in performance (perfect cleanliness and same amount of shirts can be cleaned) between the bigger and smaller package. Compaction does not mean “less for less” but “less for better”

Creative Challenge

In order to change the habits of Latin American countries, create a convincing poster that tells an engaging story in order to reassure buyers about compacted detergents, and explain the no-difference/equivalence versus non-compacted products. Your poster should bring to life the fact that using less product will deliver the same great cleanliness and yields exactly the same. 

Imagine you’re talking to your friend. You’ve tried compacted detergent – you used less product in your laundry loads and you’ve noticed the results are as good as when you were using a bigger diluted dose. You want to tell your friend about it because she always buys the big bottle/box, and she thinks putting more detergent in the washing machine will clean more!

How can you visualize the “no-difference/equivalence” idea in a poster? And then imagine yourself talking to her; what will you say to convince her? 

We would like you to create more than just a poster! It’s a poster and the elements of speech that will convince people. So your entry should be made up of:

  • a visual with a tagline 
  • the story to go with it.

We don’t want you to explain why compaction is better. For instance, a poster that explains that compacted formats are better for the planet because they consume less plastic is NOT what we’re looking for. Instead, you shall focus on bringing to life the fact that compacted formats offer the same as big formats. Your poster is aimed at reassuring people and convincing them.

Your ideas will help Ariel and ACE to create a communication directed at women in Latin America in order to change their habits so that they choose compacted detergents. When looking at your poster, a woman should think: “So I understand the equivalence between the compacted format and the diluted one, and the compacted one actually delivers the same performance and yields the same! My clothes will be clean and fresh, exactly as I want them to be! Now I am reassured about compacted formats and I will buy them.”



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

A bad idea for this contest would be an idea around the fact that compacted format is sustainable and that for this reason people should buy it. This is not what this brief is about.


Jury's Prize

  • #1 Prize €3,000
  • #2 Prize €2,000
  • #3 Prize €1,000
  • #4 Prize €1,000
  • #5 Prize €500


Poster + story in text (2 pages max PDF)

Winning Criteria

To be selected as winners, the ideas must be understandable straight-away. They should be simple and convince people.


Guidelines for this contest

  • Avoid ideas that could have a sexual connotation.
  • Use Ariel or ACE.
  • Use the products shots and the logos provided in the toolkit.
  • Entries should be in English, Spanish or Portuguese.
  • 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.