Duracell International, known for their batteries and smart power systems, wanted to launch a campaign linking the brand, its long-lasting power benefit, and the bunny that never stops, to make it relevant to running.
Duracell decided to involve the power of the crowd and involved our eÿeka creator network in a global ideation contest. The brief? Create an engaging, original and fun ‘poster idea’ that shows how Duracell empowers runners for longer-lasting and superior running moments.
In two weeks, the team received 98 ideas from 29 countries, and selected 20 winners. The insights powered the Running Campaign strategy, and some 10 eÿeka poster ideas directly inspired final running creative executions for social posts and cinemagraphs. Duracell selected a record 20 winning ideas that inspired the online and offline Running Campaign. The brand’s always-on key visual came from a Moroccan creator and was use in 35+ countries for in-store, print, social posts and outdoor advertising.
Tatiana-Vivienne Jouanneau, CMO, Duracell
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