Duracell, the world’s leading battery brand, has been selling long lasting batteries for more than 50 years. Most of their communication has focused on their strong battery credentials: the longest lasting battery, which even helps improve device performance.
But Duracell is realizing that to consumers, it is more than just a battery, and the Duracell Pink Bunny is so much more than a brand mascot. Across the world, the Duracell Pink Bunny is part of people’s vernacular, meaning unstoppable energy & a winning spirit. For example, sometimes the press refers to an athlete as the Duracell Bunny when he is unstoppable on the playing field.
And, we have heard moms say “My son, who never stops running around the house, is like the Duracell Bunny.”
Duracell wants to explore a communications platform that interprets this unstoppable energy on an emotional level. Duracell calls this “Running on Duracell.” Can you come up with a campaign idea that illustrates this positive emotional territory?
In a series of posters WOW us with your idea to communicate the dynamic, joyous emotion that is a “Running on Duracell” feeling!
- #1 Prize €4,000
- #2 Prize €2,500
- #3 Prize €2,000
- #4 Prize €1,000
- #5 Prize €500