Closed/Expired: The magic of first times, every time, with IDEAL challenge

Meet Rosa, a happy 35-year-old mom of two kids living in Central America with her family. Rosa is very busy with her work but she is also dedicated to her family. She likes to experiment new things in life and she has the same spirit in the kitchen! Growing up watching her mother and grand-mother in the kitchen, she knows quite a bit when it comes to food and traditions but she has less time now and wants to do things in a different way. While there are more and more temptations outside home, especially in a world disconnecting us physically by connecting us digitally 24/7, Rosa hopes to better bond with her family and cherish those moments deeply.

IDEAL evaporated milk from NESTLÉ (also called “CARNATION” in some countries) is a dairy cooking milk made from high quality local fresh milk which gives a remarkable, smooth and creamy taste to both savory and sweet dishes. It is made by removing 50% of the water from fresh milk. Different from the sweetened condensed milk, there is no sugar added. Cooking with IDEAL and savoring the prepared dish provides a multi-sensorial experience, transforming a usual dish into an extraordinary one delighting all senses: sight, sound, touch, smell and taste.

In the past, it was mostly used as a creamer of coffee, in milkshakes or in desserts. Today, it’s often perceived by the younger moms as the “traditional” product of their mothers or their grandmothers. That’s what the brand is willing to change: resolutely modernize the brand and make moms use IDEAL evaporated milk as a modern cooking aid giving each time an unparalleled velvety sensation. IDEAL wants to encourage young moms to use it in many dishes: spaghetti carbonara, creamy mushroom chicken, puree, apple flan…imagination is the limit!  Have a look at IDEAL Facebook page to see the incredible dishes made with IDEAL.

IDEAL allows moms in their 30s to experiment with confidence new dishes, without worrying that they might fail. This great versatile product acts like an inspiring magician, always empowering moms to give a twist to the daily routine and bring excitement to their families. The emotions felt by the moms at that moment are similar to the emotions you get when you successfully achieve something for the first time.

IDEAL would like to communicate about “the magic of first time” through a TVC and how this recreates these warm bonding moments. We need your help to write an impactful script that brings to life this idea.

Creative Challenge

Through a story board or an illustrated script for a 60-seconds TV commercial, show moms that IDEAL’s evaporated milk brings the magic of first times to their busy daily lives by adding a touch of velvet in every dish they cook!

We want to read stories that could convince Rosa that with IDEAL, she can successfully create magical moments for her family and cast a spark of excitement to her everyday routine.

Why? How? Well… because she has IDEAL, she is confident that the results will be perfect and gets the great feeling of achieving something for the first time, each time.  Think about that feeling when you are successful at doing something for the first time.

While it’s important to show IDEAL being a perfect cooking aid transforming a simple dish into a whole new experience surprising all five senses, your story needs to connect with moms emotionally.  One way to achieve that is to dramatize the sensorial experience IDEAL provides.


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

Deadline:- 17-04-2017

Take this challenge