Nadine Freischlad
(texastee)
Ad Campaign: Help make snow monoskiing popular again. Really one ski is better than two.
€5,000 Overall Community Prize
€1,5001st place
€7502nd place
€5003rd place
€2504th- 12th place
€1,500 Sold Idea
Closed
Start date
13-Jan-2010, 12:00
UTC+0100
13-Jan-2010, 12:00
UTC+0100
Submission deadline
15-Feb-2010, 11:59
UTC+0100
15-Feb-2010, 11:59
UTC+0100
Announced
Submission Period (33 Days)
Briefing
Help make snow monoskiing popular again. Really one ski is better than two.
Background Info
The objective of the campaign is to promote a not-really-true
documentary film about a Team Monoski from the Nordics, who are in
final stage of preparation for the Vancouver 2010 Winter Olympics. The
documentary is being sponsored by McDonalds in the Nordics.
The campaign is set up around the story of fictional character Alain Du Champ, the leader of Team Monoski, who tells us about the prejudice he had to endure from the skiing community throughout his alpine racing career. He aims is to change the way people think about monoski in particular emphasizing the beauty and benefits of one ski over two - more generally he wants to avoid prejudice.
He is assembling a young team of professional monoskiers from the Nordics. He will train them for success in the upcoming Olympics. Team Monoski will attempt to enter Alpine downhill racing, Freestyle, Ski Jump and Tandem (an event that does not exist, because of the limitations of two skis).
The campaign is set up around the story of fictional character Alain Du Champ, the leader of Team Monoski, who tells us about the prejudice he had to endure from the skiing community throughout his alpine racing career. He aims is to change the way people think about monoski in particular emphasizing the beauty and benefits of one ski over two - more generally he wants to avoid prejudice.
He is assembling a young team of professional monoskiers from the Nordics. He will train them for success in the upcoming Olympics. Team Monoski will attempt to enter Alpine downhill racing, Freestyle, Ski Jump and Tandem (an event that does not exist, because of the limitations of two skis).
Task Definition
Design a print ad campaign. This will be used in newspaper and outdoor
posters in Denmark, Norway, Sweden and Finland in the build up to the
Winter Olympics.
Ideally we can encourage people to support Team Monoski in a variety of ways. People do not need to be monoskiers or to know anything about it, but simply have to believe in the right to choose (one or two skis).
Alain likes to reference some of these themes, for example
Ideally we can encourage people to support Team Monoski in a variety of ways. People do not need to be monoskiers or to know anything about it, but simply have to believe in the right to choose (one or two skis).
Alain likes to reference some of these themes, for example
- One is better than two
- Stop the discrimination
- Fight the prejudice
- | > ||
Target Group
The target group is 18-24 year olds in the Nordics or anyone who aspires to be an 18-24 old in the Nordics.
Tonality
“Come out of the closet”
For far too long monoskiers have been ashamed and have been discriminated against. It’s time to take your monoski (or your parents monoski) out of the closet.
This is a fun, optimistic and potentially naïve team filled with dreams. They are an eclectic mix of present cool and dated fashion. Check out the following references and materials for some inspiration.
Video previews of the not-quite-true documentary
Teaser - http://bit.ly/4Jzaot
The Dreamer - http://bit.ly/6HX1n2
The Legend - http://bit.ly/5cVdbf
The Documentary Makers - http://bit.ly/7S4wyB
Facebook Team Page
www.facebook.com/teammonoski
Alain du Champ
http://www.facebook.com/alainduchamp
Mandatory Requirements
Every design needs a call to action. (i.e. join the team, talk to people about monoski, support the team on facebook, etc. )
Download Material
Click on the following links and download logos, cooperate communication material or any additional information related to the contest
Useful?
Polaris
Useful?
Masswear
Useful?
texastee contest guide
Useful?
voto
Useful?
joelo
hat voto Recht - gibt's jetzt bald 'n Big Monoski? Haben alles Pommes-Gabeln bald nur noch einen Zinken, der Big Mac nur noch eine Lage Fleisch? Dann geh' ich da nur noch einmal hin …
Useful?
texastee contest guide
Useful?
jotto
der satz "Der Dokumentarfilm wird von McDonalds in Skandinavien gesponsort"
ist da meines erachtens wirklich nicht eindeutig genug. oder hat am ende
mc donalds etwa ein problem damit, das gestalter auch menschen sind die sich gesund ernähren...
Useful?
texastee contest guide
Dieser Contest ist, wie ich schon öfters betont hatte, sowohl für Kunde, jovoto und Community ein Experiment. Die Richtung und vor allem, wie es weitergeht, stand von Beginn an noch nicht fest, daher wurden auch bestimmte Aspekte der Kampagne stärker betont als andere. Es sollte der Community nichts vorenthalten werden. Informationen zum Hintergrund lagen zu jeder Zeit, für die, die recherchiert haben vor ;-)
Useful?
donner_mayer
Ich hatte immer gehofft, es gibt wirklich noch solche liebenswerten Spinner, die weder Kosten noch Mühen scheuen ihren "Wahnsinn" mit der Welt zu teilen. Wenn das nicht nur von MD gesponsert ist, sonder auch noch von denen ausgeht, heule ich heute Nacht in mein Kissen ... ;)
Useful?
JeskoStoetzer
Warum kommuniziert Jovoto hier nicht von vornherein klar gegenüber der Community, dass es sich um eine inszenierte Kampagne für McDonalds handelt, oder habe ich das falsch verstanden?