THE BRIEF
Using the AI concept development agents within the Zappi platform, we’ve created a new sparkling water, called Cannes Eau on the Go. The product captures the essence of creativity celebrated at the Cannes Lions International Festival of Creativity.
With eco-friendly aluminum bottles featuring interactive labels that celebrate innovative campaigns, and flavors like “Insight Peony” and “Bold Bergamot,” this refreshing beverage stimulates and inspires creativity. Designed for marketing professionals and creative trendsetters who are based in the United States, Cannes Eau on the Go embodies both artistic flair and sustainability, offering a stylish, eco-conscious experience.
The creative challenge
❑ Develop a visual creative execution that brings this fictional product’s identity to life—just as you would for a real-world client. This could take the form of packaging, billboards, digital activations (including video or static assets) or other brand expressions that fit the file requirements.
❑ Submit a short, written pitch explaining the idea behind your creative execution—what inspired it, how it connects to the brand and what you could do to refine or iterate on the idea with consumer insights.
❑ The winner and finalists will receive exclusive consumer insights from Zappi—offering a rare opportunity to understand how audiences respond to their creative. Specifically, you will learn what resonates well with the target audience and what their likes or dislikes are about your creative execution.
What we’re looking for
✔ Creativity and originality: How bold, fresh, and engaging is the idea?
✔ Strategic execution: Does the pitch effectively explain the creative choices and their relevance to the brand?
✔ Flexibility: Does the creative approach show an openness to iteration, considering how consumer insights could elevate the original idea?
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