2010 ONE SHOW COLLEGE COMPETITION

CLIENT NOOKA

THE BRIEF CREATE A CAMPAIGN THAT POSITIONS NOOKA AS A MINDSTYLE™ BRAND. THE CAMPAIGN SHOULD SPEAK THE LANGUAGE OF HIGH FASHION WHICH BRINGS UP THE DIFFICULTY: HOW TO CREATE A HIGH FASHION IMAGE THAT ENGAGES A WIDE RANGING DEMOGRAPHIC FOR A BRAND WHOSE PRODUCTS ARE ALL ACCESSORIES AND VERY SMALL. WE DO NOT WANT TO SEE OVERSIZED PRODUCT SHOTS AS THIS CAN CREATE A LOOK THAT IS MORE 'CATALOG' THAN 'ADVERTISING'. OUR PHILOSOPHY IS FUTURISTIC BUT DO NOT WANT TO USE IMAGERY THAT CAN BE PERCEIVED AS GIMMICKY.

ALSO NOTE: WE DO NOT USE THE WORD "UNISEX" IN ANY MARKETING MATERIALS. NOOKA DESIGN IS FOR MEN ON MEN, AND FOR WOMEN ON WOMEN. IT IS NOT OURS TO DEFINE "MASCULINE" AND "FEMININE" FOR OUR AUDIENCE, SO DO NOT MISTAKE THIS STANCE AS ANDROGYNY. GOOD DESIGN IS SEXY.

ALL OF OUR PACKAGING IS CREATED WITH THE INTENTION TO BE RECYCLED AND USED AGAIN. FOR EXAMPLE, THE PACKAGING FOR THE NOOKA ASSET ORGANIZERS CAN BE RE-USED TO HOLD A CAMERA, BUSINESS CARDS, OR CELL PHONE AND CAN BE WORN ON THE NOOKA STRIP.

THE WORK SHOULD TELL BOTH THE NOOKA STORY AND THE STORIES OF THE CURRENT PRODUCTS [TIME PIECES, ASSET ORGANIZER, STRIP AND FRAGRANCE] THE CAMPAIGN SHOULD WORK WELL IN PRINT, ONLINE AND BROADCAST AND DESIGN.

BRAND HISTORY NOOKA IS A NEW YORK FASHION DESIGN COMPANY FOUNDED BY ARTIST/DESIGNER MATTHEW WALDMAN. MOST PROMINENTLY KNOWN FOR ITS LINE OF TIMEPIECES, NOOKA IS EXPANDING T HEIR RANGE, CREATING A MINDSTYLE™ BRAND WITH THE ADDITION OF INNOVATIVE ACCESSORIES, AS WELL AS A FRAGRANCE. NOOK PRODUCTS ARE SOLD IN OVER 30 COUNTRIES AROUND THE WORLD IN EXCLUSIVE CLOTHING AND DESIGN OBJECT BOUTIQUES. ORIGINALLY RELEASING TWO MODELS IN 2004, THE BRAND HAS GROWN TO INCLUDE SIX DISTINCT DISPLAYS AVAILABLE IN OVER 85 INDIVIDUAL MODELS, VARYING IN DIFFERENT COLORS AND MATERIALS. THE SEVENTH DISPLAY IS TO BE RELEASED IN THE FALL OF 2009.

IN SUMMER 2009, NOOKA EXPANDED THEIR COLLECTION WITH THE INTRODUCTION OF MINDSTYLE™ PIECES BEYOND TIMEPIECES. THE NOOKA STRIP, ASSET ORGANIZER, AND SCENT WERE INSPIRED BY THE BRAND’S PRINCIPLE OF UNIVERSAL COMMUNICATION WITH AN EMPHASIS ON THE DESIGN PROCESS. BOTH THE STRIP AND AO UTILIZE SIMILAR MATERIALS TO THE VASTLY POPULAR ZUB COLLECTION. ADDITIONALLY, THE NOOKA SCENT IS A FULLY CUSTOMIZED FRAGRANCE EXPRESSING MANY OF THE FUTURISTIC AND UNIVERSAL VALUES OF A DESIGN STUDIO. THE OIL FUSES NATURAL ELEMENTS WITH SYNTHETIC ACCORDS, AND THE GEM-CUT, CUSTOM BOTTLE IS REMINISCENT OF THE NOOKA IDEALS OF FUTURISM AND SCIENCE.

CURRENT BRAND STATUS UTOPIAN, FUTURIST, PROVOCATIVE AND SEXY, NOOKA REIGNITES PASSION FOR THE FUTURE WITH PRODUCTS THAT SPEAK VIA INTUITIVE INTERFACES AND THE LANGUAGE OF FORM AND FASHION.

AT THE MOMENT, NOOKA IS AN UP AND COMING FASHION ACCESSORIES BRAND THAT IS ALWAYS LOOKING INTO THE FUTURE TO CREATE NEW UNIQUE AND INNOVATIVE PRODUCTS. BEING SOLD IN OVER 30 COUNTRIES WORLDWIDE, NOOKA IS CONSIDERED TO BE AN INTERNATIONAL BRAND. THIS IS ALSO EMPHASIZED IN OUR PRODUCTS, BEING UNIVERSAL TO GENDER, AGE, AND LANGUAGE.

THE NOOKA LOGO USES THE INFINITY SIGN AS THE TWO ‘O’S IN NOOKA. THIS EMPHASIZES THE FUTURISTIC PHILOSOPHY OF OUR BRAND, AS WE ARE ALWAYS LOOKING TO EXPAND OUR RANGE WITH NEW INNOVATIVE PRODUCTS.

TARGET CONSUMER OUR TARGET CONSUMERS INCLUDE THE LATEST TRENDSETTERS IN ALMOST EVERY INDUSTRY, INCLUDING ART, ENTERTAINMENT, FASHION, MEDIA, AND SPORTS. OUR TIMEPIECES ARE SLEEK AND UNIQUE, WITH AN EMPHASIS ON DESIGN, ATTRACTING PEOPLE WHO WANT TO MAKE A STATEMENT, AND WILL TYPICALLY USE THEM AS A FASHION ACCESSORY.

WORDS THAT DESCRIBE THE ‘NEW’ NOOKA BRAND

UNIVERSAL    NOOKA STRIVES TO MAKE PRODUCTS FOR EVERY AGE, GENDER, AND RACE

UNIVERSAL LANGUAGE   THE ETHOS OF NOOKA IS UNIVERSAL LANGUAGE, WHICH GUIDES THE CREATION OF PRODUCTS WITH ENHANCED FUNCTIONALITY AND A FUTURISTIC PHILOSOPHY 

FUTURE   NOOKA IS ALWAYS LOOKING INTO THE FUTURE TO CREATE NEW AND INNOVATIVE PRODUCTS

MINDSTYLE™   A LIFESTYLE BRAND PROVIDES PRODUCTS FOR VARIED ACTIVITIES AND SETTINGS. NOOKA PRESENTS A "MINDSTYLE™" FOR VARIED THOUGHT PROCESSES BY PRESENTING PROVOCATIVE INTERFACES AND INNOVATIVE MATERIAL USAGE.

MEDIA ASSIGNMENTS (ALL ASSIGNMENTS ARE BASED ON THE MAIN BRIEF)

ADVERTISING (THESE CATEGORIES WILL BE JUDGED BY THE ONE SHOW JURY):

> INTEGRATED BRANDING CAMPAIGN DEVELOP A CAMPAIGN TO RAISE AWARENESS AND ENCOURAGE THE AUDIENCE TO BUY NOOKA’S PRODUCTS. THE CAMPAIGN MUST UTILIZE THREE-TO-FIVE MEDIA CHANNELS.

> INNOVATIVE MARKETING (SINGLE OR CAMPAIGN) COME UP WITH A NON-TRADITIONAL AD TO PROMOTE THIS “NEW” BRAND. THINK INNOVATIVELY AND REALISTICALLY. (STUDENTS MAY CREATE A NEW LOGO OR USE THE EXISTING LOGO.)

> PRINT CAMPAIGN (3 PIECES MIN.) CREATE PRINT ADS TO BE PLACED IN FASHION, INDUSTRY SPECIFIC, AND LIFESTYLE MAGAZINES. THE ADS MAY FEATURE ONE OR ALL OF NOOKA’S FLAGSHIP PRODUCTS. 

INTERACTIVE (THESE CATEGORIES WILL BE JUDGED BY THE ONE SHOW INTERACTIVE JURY):

> ONLINE AD CAMPAIGN (3 PIECES MIN.) CREATE AN ONLINE AD CAMPAIGN (I.E. BANNERS, GAMES, VIRAL) THAT INTRODUCES NOOKA’S PRODUCTS IN THEIR NEW BRANDING THEMES. (STUDENTS MAY CREATE A NEW LOGO OR USE THE EXISTING LOGO.)

> WEBSITE DESIGN AN E-COMMERCE WEBSITE FOR NOOKA’S PRODUCTS. THE SITE FUNCTIONALITY AND DESIGN WILL BE OF CHIEF IMPORTANCE. (STUDENTS MAY CREATE A NEW LOGO OR USE THE EXISTING LOGO.)

DESIGN (THESE CATEGORIES WILL BE JUDGED BY THE ONE SHOW DESIGN JURY)

> LOGO DESIGN REDESIGN THE NOOKA LOGO. ALL LOGO’S MUST USE THE INFINITY SYMBOL IN PLACE OF THE DOUBLE “O”S. PRESENT THE DESIGN IN BOTH FULL-COLOR AND GREYSCALE VERSIONS.

> CORPORATE IDENTITY CAMPAIGN DESIGN AN IDENTITY SYSTEM OF NOOKA CORPORATE COLLATERAL. SUBMIT A CAMPAIGN OF AT LEAST THREE ITEMS, INCLUDING A LOGO (REQUIRED), LETTERHEAD, ENVELOPE, BUSINESS CARDS, FAX COVER SHEET, ETC.

> PACKAGE DESIGN REDESIGN A SERIES OF PACKAGING FOR NOOKA’S FLAGSHIP PRODUCTS. KEEP IN MIND THAT NOOKA’S PACKAGING IS CREATED WITH THE INTENTION TO BE RECYCLED AND USED AGAIN. (NEW LOGO DESIGN IS ALSO PART OF THIS ASSIGNMENT.)

ENTRY INSTRUCTIONS, BY CATEGORY

INTEGRATED BRANDING CAMPAIGN 

> SEND IN A PRESENTATION BOARD (UN-MOUNTED, NO LARGER THAN 20” X 40”) OR A QUICKTIME FILE (.MOV FORMAT, DV COMPRESSION, 640 X 480 RATIO; UNDER 3 MINUTES) ON A CD-ROM OR A DVD THAT SHOWCASES THE ENTIRE CAMPAIGN FOR JUDGING. IF YOU HAVE ANY PROBLEMS FOLLOWING THESE SPECIFICATIONS, PLEASE CONTACT US.

> PRINT THE ENTRY LABEL THROUGH THE ONLINE ENTRY SYSTEM AND SECURELY ATTACH IT TO THE BACK OF EACH AD OR TO THE DISK CASE.

> IF YOU ARE SUBMITTING A PRESENTATION BOARD, UPLOAD A DIGITAL IMAGE OF THE PRESENTATION BOARD DURING THE ONLINE REGISTRATION. SEE INSTRUCTIONS BELOW.

INNOVATIVE MARKETING (SINGLE OR CAMPAIGN)

> SEND IN A HARDCOPY OF EACH AD PRINTED ON A 11” X 17” PAPER (UN-MOUNTED). FOR CAMPAIGNS, TAPE EACH AD SIDE-BY-SIDE ACCORDION-STYLE.

> IF THE WORK CAN’T BE SUBMITTED AS A PRINTOUT, A QUICKTIME FILE (.MOV FORMAT, DV COMPRESSION, 640 X 480 RATIO; UNDER 3 MINUTES) SUBMITTED ON A DISK WILL BE ACCEPTED AS WELL. IF YOU HAVE A PROBLEM FOLLOWING THESE SPECIFICATIONS, PLEASE CONTACT US.

> PRINT THE ENTRY LABEL THROUGH THE ONLINE ENTRY SYSTEM AND SECURELY ATTACH IT TO THE BACK OF EACH AD OR TO THE DISK CASE.

> IF YOU ARE SUBMITTING A HARDCOPY, UPLOAD DIGITAL IMAGE(S) OF THE ENTRY DURING THE ONLINE ENTRY REGISTRATION PROCESS. SEE INSTRUCTIONS BELOW.

PRINT CAMPAIGN

> SEND IN A HARDCOPY OF EACH PIECE OF THE CAMPAIGN PRINTED ON A 8” X 11” OR 11” X 17” PAPER (UN-MOUNTED) FOR JUDGING. TAPE EACH AD SIDE BY SIDE ACCORDION-STYLE.

> PRINT THE ENTRY LABEL THROUGH THE ONLINE ENTRY SYSTEM AND SECURELY ATTACH IT TO THE BACK OF EACH AD.

> UPLOAD DIGITAL IMAGES OF THE ENTRY DURING THE ONLINE ENTRY REGISTRATION PROCESS. SEE INSTRUCTIONS BELOW.

ONLINE ADS & WEBSITES

> PROVIDE URLS IN THE ONLINE ENTRY SYSTEM FOR JUDGING. NO NEED TO PHYSICALLY SEND IN SUBMISSIONS.

> FOR NON-LIVE WORK, UPLOAD A ZIP FILE (MAXIMUM 20MB) CONTAINING THE STAND-ALONE WORKING FILES DURING THE ONLINE ENTRY REGISTRATION.

LOGO DESIGN

> SEND IN THE LOGO DESIGN (BOTH COLOR AND B/W) PRINTED ON EITHER 8” X 11” OR 11” X 17” PAPER (UN-MOUNTED) FOR JUDGING.

> PRINT THE ENTRY LABEL THROUGH THE ONLINE ENTRY SYSTEM AND SECURELY ATTACH IT TO THE BACK OF THE PRINTOUTS.

> UPLOAD DIGITAL IMAGE(S) OF THE ENTRY DURING THE ONLINE ENTRY REGISTRATION PROCESS. SEE INSTRUCTIONS BELOW.

CORPORATE IDENTITY DESIGN

> SEND IN THE PHYSICAL PIECES OF THE CAMPAIGN ON A PRESENTATION BOARD (NO LARGER THAN 20” X 40” FOAM BOARD) OR A PRINTOUT OF THE DESIGN, SHOWCASING ALL ELEMENTS ON ONE SHEET (UN-MOUNTED) FOR JUDGING.

> PRINT THE ENTRY LABEL THROUGH THE ONLINE ENTRY SYSTEM AND SECURELY ATTACH IT TO THE BACK OF THE PRESENTATION BOARD OR PRINTOUT.

> UPLOAD DIGITAL IMAGES OF THE ENTRY DURING THE ONLINE ENTRY REGISTRATION PROCESS. SEE INSTRUCTIONS BELOW.

PACKAGE DESIGN

> SEND IN THE ACTUAL PACKAGES (DESIGNED JARS) OR A PRINTOUT OF THE DESIGN, SHOWCASING THE ENTIRE SERIES ON ONE SHEET (UN-MOUNTED).

> PRINT THE ENTRY LABEL THROUGH THE ONLINE ENTRY SYSTEM AND SECURELY ATTACH IT TO THE BACK OF EACH PRINTOUT OR JARS.

> IN ADDITION TO SUBMITTING THE HARDCOPY OR PHYSICAL PIECES FOR JUDGING, UPLOAD DIGITAL IMAGE(S) OF THE ENTRY DURING THE ONLINE ENTRY REGISTRATION PROCESS. SEE INSTRUCTIONS BELOW.

DIGITAL FILES FOR UPLOAD

IF YOU ARE SUBMITTING YOUR WORK AS A HARDCOPY OR A PRESENTATION BOARD, YOU MUST ALSO UPLOAD DIGITAL FILES OF THE ENTRY. THIS PROCESS WILL BE REQUIRED DURING THE ONLINE ENTRY REGISTRATION. THE PHYSICAL HARDCOPY WILL BE USED FOR THE JUDGING. DO NOT ATTEMPT TO UPLOAD MOVIE FILES. SPECIFICATIONS:

> 300DPI, JPEG OR TIFF, CMYK

> MAKE THE LARGER SIDE OF THE IMAGE NO LARGER THAN 2400 PIXELS OR 8 INCHES.

> FOR ENTRIES WITH MULTIPLE IMAGES, NAME THE FILE FOLLOWED BY _A, _B, _C SO THAT IT IS CLEAR THIS ENTRY IS A CAMPAIGN OR HAS MULTIPLE PIECES.

ONLINE ENTRY SITE / ADDITIONAL SOURCE THE ONE SHOW ONLINE ENTRY SITE WILL BE UP IN NOVEMBER, 2009. ALL ENTRIES MUST BE REGISTERED ON OUR ONLINE ENTRY SITE, WWW.ENTERONESHOW.ORG, AND THE PHYSICAL SUBMISSIONS FOR THE JUDGING MUST BE SENT TO THE ONE CLUB ALONG WITH ENTRY LABELS, ITEMIZED LIST AND PAYMENT CONFIRMATION. ALL NECESSARY DOCUMENTS CAN BE PRINTED OUT THROUGH THE ENTRY SITE. ADDITIONAL INFORMATION ON THE CLIENT AND ITS PRODUCT, SUCH AS NOOKA’S CURRENT LABEL AND PACKAGE IMAGES, ARE AVAILABLE AT WWW.ONECLUB.ORG/OC/EDUCATION/COLLEGE.

ENTRY FEE $20 USD PER ENTRY (REGARDLESS OF SINGLE OR CAMPAIGN). STUDENTS CAN ENTER MORE THAN ONE ENTRY IN THE SAME OR DIFFERENT CATEGORIES. (E.G. 1 ENTRY IN INNOVATIVE MARKETING AND 1 ENTRY IN PACKAGE DESIGN = 40 USD).THERE WILL BE A $10 USD LATE FEE ADDED TO EACH ENTRY REGISTERED AFTER THE FEBRUARY 19, 2010 DEADLINE.

ENTRY FEE PAYMENT OPTIONS

> STUDENTS REGISTER AND PAY FOR THEIR OWN ENTRIES: AT THE END OF THE ONLINE ENTRY REGISTRATION, STUDENTS CAN CHOSE ONLINE PAYMENT USING A CREDIT CARD OR SELECT OFFLINE PAYMENT AND SEND IN A CHECK OR MONEY ORDER ALONG WITH THE SUBMISSIONS.

> SCHOOL REGISTERS AND PAYS FOR THEIR STUDENTS SUBMISSIONS: AT THE END OF THE ONLINE ENTRY REGISTRATION, SCHOOLS CAN CHOSE ONLINE PAYMENT USING A CREDIT CARD OR SELECT OFFLINE PAYMENT AND SEND IN A CHECK OR MONEY ORDER ALONG WITH THE SUBMISSIONS.

> STUDENTS REGISTER THE ENTRIES AND SCHOOL PAYS FOR THE SUBMISSION: INSTRUCT YOUR STUDENTS TO CHOSE THE OFFLINE PAYMENT OPTION AT THE END OF THE ONLINE ENTRY REGISTRATION. THE SCHOOL THEN COLLECTS THE OFFLINE PAYMENT FORMS FROM ALL STUDENTS AND SENDS THEM IN WITH THE PAYMENT.

NOTE: THE ONE CLUB WILL NOT REFUND DUPLICATE PAYMENTS MADE BY A STUDENT AND HIS/HER SCHOOL. PAYMENTS FROM SCHOOLS MUST BE RECEIVED BY THE ONE CLUB ON OR BEFORE FRIDAY, MARCH 5, 2010.

DEADLINE ALL ENTRIES MUST ENTERED ON THE ONLINE ENTRY SYSTEM AND ARRIVE AT THE ONE CLUB BY FRIDAY, FEBRUARY 26, 2010.

SUBMISSION PLEASE SEND YOUR SUBMISSIONS ALONG WITH ALL REQUIRED MATERIALS TO:

• THE ONE CLUB
• ATTN: 2010 COLLEGE COMPETITION
• 21 E. 26TH STREET, 5TH FLOOR
• NEW YORK, NY 10010 USA

ENTRANT ELIGIBILITY ENTRANTS MUST BE COLLEGE STUDENTS OR ENROLLED IN AN ACCREDITED ADVERTISING OR GRAPHIC DESIGN PROGRAM. ENTRANTS FROM NON-ACCREDITED ADVERTISING OR DESIGN PROGRAMS MUST BE APPROVED BY THE ONE CLUB PRIOR TO THE SUBMISSION OF ENTRIES. YOU ARE NOT ELIGIBLE IF YOU ARE WORKING AT AN AGENCY AS A COPYWRITER OR ART DIRECTOR. STUDENTS DO NOT HAVE TO BE A MEMBER OF THE ONE CLUB IN ORDER TO PARTICIPATE IN THE COLLEGE COMPETITION.

AWARDS AND HONORS ONE SHOW PENCILS WILL BE AWARDED TO THE WINNING CREATVE TEAMS. PRIZES EQUALLING $3,000 FOR GOLD, $2,000 FOR SILVER AND $1,000 FOR BRONZE WILL ALSO BE AWARDED TO EACH WINNING TEAM. ALL WINNERS AND FINALISTS WILL BE PUBLISHED IN THE ONE SHOW ANNUAL.

WINNERS / FINALISTS THE FINALISTS WILL BE CONTACTED IN APRIL 2010. ALL AWARDS WILL BE PRESENTED DURING THE ONE SHOW EDUCATION FESTIVAL IN MAY 2010 IN NEW YORK CITY. ALL ENTRIES BECOME THE PROPERTY OF THE ONE CLUB AND WILL NOT BE RETURNED. ALL FINALIST WORK WILL BE RETAINED BY THE ONE CLUB FOR USE IN THE ONE SHOW ANNUAL. THE ENTRANT ALSO GRANTS PERMISSION TO THE ONE CLUB TO SHOW OR LICENSE OTHERS TO SHOW, EDIT AND PUBLISH THE ENTRIES AT SUCH TIMES AND IN SUCH MANNER AND MEDIA THE ONE CLUB DEEMS APPROPRIATE. THE DECISIONS OF THE ONE SHOW JUDGES ARE FINAL, INCLUDING DETERMINATIONS AS TO ELIGIBILITY.

JUDGING DESIGN CATEGORIES WILL BE JUDGED BY THE ONE SHOW DESIGN JURY; INTERACTIVE CATEGORIES WILL BE JUDGED BY THE ONE SHOW INTERACTIVE JURY; ADVERTISING CATEGORIES WILL BE JUDGED BY THE ONE SHOW JURY.

USAGE RIGHTS THE ONE CLUB WILL ACT AS A LIAISON TO ENSURE THAT THE CLIENT WILL CONTACT THE STUDENTS IF THEY DECIDE TO PUBLISH OR PRODUCE ANY WORK ENTERED IN THIS COMPETITION.

CLIENT PITCH COMPETITION THE SIXTH ANNUAL CLIENT PITCH COMPETITION WILL BE HELD DURING THE EDUCATION FESTIVAL. ALL ENTRANTS FOR THE COLLEGE COMPETITION ARE ELIGIBLE TO PARTICIPATE UPON SEPARATE REGISTRATION. THE 10 SELECTED TEAMS WILL GIVE A LIVE PRESENTATION IN FRONT OF A PANEL OF JUDGES. THE RESULTS OF THE COLLEGE COMPETITION DO NOT EXCLUDE ANYONE FROM PARTICIPATING IN THE CLIENT PITCH COMPETITION.

CONTACT THE ONE CLUB IF YOU HAVE QUESTIONS REGARDING SUBMISSION PREPARATION, FORMAT, SPECIFICATIONS OR OTHER DETAILS REGARDING ENTERING THE 2010 ONE SHOW COLLEGE COMPETITION, PLEASE CONTACT THE ONE CLUB’S EDUCATION DEPARTMENT AT 212-979-1900 OR E-MAIL US AT EDUCATION@ONECLUB.ORG. CHECK OUT WWW.ONECLUB.ORG/OC/EDUCATION/COLLEGE/ FOR MORE INFORMATION AND FAQ.

CONTACT THE CLIENT IF YOU WOULD LIKE TO OBTAIN NOOKA’S PRODUCTS OR HAVE QUESTIONS REGARDING THE CLIENT, PLEASE CONTACT INFO@NOOKA.COM. CONTACT THE ONE CLUB FOR QUESTIONS ABOUT THE COMPETITION.