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Make Leffe a simple choice for meal occasions by building clear associations with food, in the same way that wine is today!

By Pauline Gaudillat on July 20, 2018 13:23 Call for entries 0

Make Leffe a simple choice for meal occasions by building clear associations with food, in the same way that wine is today!

Beer is generally appreciated with food, but there is no clear rule on which beer or beer style is the right match with certain meals, so consumers often default to wine or soft drinks. Indeed, both wine and soft drinks choices are mainly driven by habits: red wine goes with red meat, white wine goes with fish etc. This simplification is engrained in consumers’ minds, meaning that beer does not become an obvious choice with a meal.

Beer is seldom recommended as the perfect match for a meal, e.g. it’s rarely paired with food on a menu, so there is little to suggest that beer would be the perfect accompaniment for with food.  There are now also many different styles of beer, which can appear complex, so the thought of trying to find the right beer to pair with different dishes can be daunting and confusing. 

We want to get Leffe into every food shopping trolley, by making Leffe the easy and most obvious choice to pair with food and different meal occasions – dinner or late afternoon meals. Can you help?

Format: 2-page PDF (Please use the template in the creative toolkit!)

Participate now!

Jury's Prize

  1. 1,000€
  2. 600€
  3. 400€

Participate before August, 5th 23:59 UTC.

Good Luck!

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Making the Leffe experience perfect to bond with closed ones over a meal!

By Pauline Gaudillat on July 20, 2018 13:21 Call for entries 0

Making the Leffe experience perfect to bond with closed ones over a meal!

Coming together over a meal is an every day experience for many people, ranging from everyday meals with the family, to dining out with a group of friends. It’s a special moment where people create bonds with those around them. People enjoy a few drinks with food, while talking about their daily life and connecting with each other.

Today’s society is giving increasing importance to meals, consistently looking for better experiences across all elements surrounding it. From locations, to decoration, rituals and of course…beverages. There are some drinks that currently are the ultimate choices to accompany a meal, like red wine for meat, white wine for fish or coca-cola for burgers… They have earned their way into this occasion and people have a very strong established idea that these are the drinks that better complement their meals.

However, at the moment, beer doesn’t really have a seat at the table. We do believe that Leffe is in the perfect place to change this, and be the beer that will be recognised as a great partner for food!

Can you help Leffe create the best experience around dinner tables, to become the NO.1 choice to complement people’s meals and enjoy them time together?

Format: 2-page PDF (Please use the template in the creative toolkit!)

Participate now!

Jury's Prize

  1. 1,000€
  2. 600€
  3. 400€

Participate before August, 5th 23:59 UTC.

Good Luck!

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Meet our Creator Of The Month Of July - Mike!

By Pauline Gaudillat on July 03, 2018 07:00 Featured Authors 0

Hello eÿeka!

"Creativity is contagious, pass it on", once said Albert Einstein.

This month, we are introducing you to a very talented creator: kdesignmike.

Tell us a bit more about yourself (what have you done/worked/studied, where do you live, what do you like most about your country/city, what characterizes you the most and anything you feel comfortable sharing) …

OK a bit about myself - I’m a 50-year-old father of two teenage boys with my childhood sweetheart of 32years. They are the most creative thing I’ve done. We live on the northern beaches of Sydney Australia which locals call ‘Gods Country’ – home to possibly some of the best beaches in the world. I have a 30-year career in advertising working in some of Australia’s best agencies, both big and small until an opportunity presented itself for me to start my own in 2001. My creative copywriter and I built up our agency for almost 10 years until he suddenly died of a heart attack at work and I decided I also needed to slow down.

Why wouldn’t you when this is your home.

How did you find out about eYeka?

A creative friend of mine told me about eYeka, so I checked it out and decided to have a go. I don’t compete in many contests, I am quite fussy and picky – so I only go for what resonates with me and fits into my interests and lifestyle.

 

Do you have a creative process? If so, can you share a bit of your secret with our community? Where do you look for inspiration?

I’ve spent my life learning different creative processes from numerous agency modules, but I tend to think long and hard about the problem that needs solving, asking myself questions, what about this, what about that, etc.… I created some creative thinking cards that I put together myself from reading and speaking with old agency legends (they are my go to cards for inspiration). My best advice is go with your gut – if you’ve immersed yourself in the product and understand the problem well, your gut will guide you to the solution. Maybe it’s a combination of 30years experience but I know the moment I’ve done something I think is worthy – it’s the wow moment.

When submitting an entry, how do you keep positive if it is rejected or not selected as a winning entry?

Every creative is precious about their ideas, we always think they are great – so rejection is not looked upon well. You have to believe in your ideas or you’d never complete a job or enter a contest. Everyone is a critic and you have to be your own worst critic. I personally deal with the rejection of not winning by not entering a lot of contests – I have to feel 100% sure about my idea to execute it and enter it.

 

What would you like to achieve (or have already achieved) with the prizes you will win/have won?

I have worked in some great agencies, won awards globally and started my own agency – so I feel like I have achieved anything – starting and building my own agency was the most rewarding and hardest thing I’ve done. After 10 years I no longer run my agency, so I’m doing this because I love ideas and I just like to keep pushing my creativity, it keeps my mind going and at my age that’s a good thing hahaha…

 

If you had to describe eYeka in 3 words, what would they be?

Empowering – Freedom – Competitive

eYeka is a platform that allows you to experience these three words on a global scale.

 

Finally, is there anything you would like to share with our creators (secret, tip…)?

My secret tip is I always carry a pen and paper. My old copywriter always had a sheet of paper and pen in his top pocket and I relied on him many, many times. Since he passed away I’ve had to be a lot more responsible myself. Even when I go for a walk with the dog at the beach I can always jot down an idea or thought, there is always paper and pen on my beside table. If I had a dollar for every time I have jotted down an idea in the middle of the night… Lastly, don’t sit behind a desk looking at a blank piece of paper hoping an idea will come – because it won’t. Go for a walk, have a surf, paint a canvas, draw some surf designs, do some gardening, listen to music… find what works for you.

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Reinvent the way of communicating about dandruff to millennials!

By Thomas Langella on June 29, 2018 09:01 Call for entries 0

Reinvent the way of communicating about dandruff to millennials!

Dandruff can be an annoying and embarrassing problem independent of gender, age or location. Nearly 50% of people worldwide suffer from it and no one enjoys having white flakes cover their shoulders and experiencing an itchy, dry scalp.

CLEAR is a major global anti-dandruff shampoo brand, and since 1979, has been helping men and women deal with dandruff and scalp problems. It gives them confidence and allows them to take on life with nothing to hide. 

However, the way that shampoo brands communicate and visualize dandruff has not changed for years and does not always resonate with millennials. Whilst shampoo brands focus on the problem, millennials would rather focus on how to best experience life. Can you help CLEAR find a new way to communicate about dandruff to millennials?

Format: Poster and Tagline

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Jury's Prize

  1. 1,500€
  2. 600€
  3. 400€

Good luck!

Thomas

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Future of Coffee

By Thomas Langella on June 25, 2018 13:37 Call for entries 0

Create new coffee ideas that enable coffee to fit into people’s life in a meaningful way in 2030!

Historically, coffee is one of the oldest and most popular beverages on Earth. Since its origins in the 15th century to today’s Millennials, people have been drinking coffee. The world of coffee spans an incredibly rich variety of crops, cultivation, preparation, service formats and consumption.

NESTLÉ loves coffee, and it works tirelessly to delight people with a large variety of coffee products across its brands: NESPRESSO, NESCAFÉ Classic, NESCAFÉ Gold, NESCAFÉ 3-in1 mixes, NESCAFÉ Azera, NESCAFÉ Dolce-Gusto, Blue Bottle Coffee, and Chameleon cold brew coffee.

These brands have innovated in their own ways, to continuously please consumers more and more. Coffee has evolved & adapted to the times, across generations & cultures, but now NESTLÉ wants to explode the depth, rate and meaningfulness of innovation as it looks towards 2030. NESTLÉ wants to harness your creativity to help them imagine what the future of coffee is in 2030?

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Jury's Prize

  1. 1,500€
  2. 500€
  3. 250€

Good luck !

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