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Right Guard: Always Gets The Job Done
Modernize and reinvigorate the Right Guard brand.
Trip
$3,000
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18+
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Judged
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USA
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Due December 9th, 2019 - Right Guard is an enduring, sixty-year strong antiperspirant brand known for the iconic bronze aerosol spray can that both your dad and granddad swore by—and still do to this day. But Right Guard is so much more than just a simple, old aerosol can.

Their portfolio has evolved through the decades to include 21st-century gels and sticks, all while continuing to lean on heritage and long history of sweat and odor protection. In recent years, Right Guard has taken their formulas to the next level, using advanced technologies to prevent those dreaded yellow sweat stains on your clothing. Right Guard is the only brand with this new technology incorporated across its entire portfolio of products.

Your mission is to create a CAMPAIGN CONCEPT PITCH for Right Guard. Your campaign should position the brand as “always-gets-the-job-done”, no bullshit, distinct from competitors, and true to the enduring performance positioning that consumers expect of the brand. The target consumer is already familiar with Right Guard. The campaign concept should reinvigorate the brand while bringing in our key consumer insight “I recognize that the world is changing, and I’m all for equality – but I still want to be seen as a man.”

Winning ideas may be selected to move forward into production phases for a fully executed 00:15 second video (and 00:06 cut downs) to be used as digital ads and shared on social media. Your campaign concept submission should be realistically executable! Keep in mind, the production budget for the series of two 00:15 second videos is $41k.

Right Guard would like to see a pitch that modernizes and reinvigorates the brand while showing they understand their core consumer. They’re pushing boundaries and they want you to do the same!

Concepts must be punchy—telling its whole story within a 00:6-00:15 second video and across the gifs/stills that will be pulled from it. The final assets created will be tested against current creative assets that are already live in market. Review the content on the Right Guard Youtube Channel to consider your baseline.

Campaign concepts should revolve around the central idea of protection and the core consumer insight “I recognize that the world is changing, and I’m all for equality – but I still want to be seen as a man.” A recent study on male antiperspirant deodorant market found what consumers thought Right Guard excelled in above all other brands.

Click the link below for Official Rules and more details.

Prizes

1st Place
$3,000

2nd Place
$2,500

3rd Place
$1,500

Eligibility
Open to American citizens who are Zooppa community members, 18 and older.

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