International fashion house Emporio Armani is asking members of the public to come up with a new ad for its latest fragrance campaign.
Creatives are being offered the opportunity to create a video commercial or a print ad visual for the ‘Get Together’ brand for men and women.
“For me Emporio Armani reflects a universal lifestyle, made up of energy, optimism and modernity, “ said Giorgio Armani. “It’s an expression of life for today’s generation, something urban, chic and international.
“’Get Together’ … is the name I have chosen for the Emporio Armani fragrances. Opposites attract: men-women, positive-negative but different. Together but with respect for their individuality.”
He added, “I would like this urban message to be interpreted by you. I am offering you the challenge of creating my next Emporio Armani Classic advertising campaign.”
The winning video commercial will be broadcast on television, with the creator earning £7,900 (€10,000) for their efforts.
A prize fund of £3,900 (€5,000) is being made available for the winning press ad, which will appear online or in magazines.
The global competition closes on May 15 with national winners being selected via public votes registered online at emporioarmaniparfums.com/contest.
They will then go forward to a final where the overall winner will be selected by Giorgio Armani himself an revealed in June.
The Italian-based fashion brand recently signed up soccer star David Beckham to front a new global underwear campaign.
The new three-year royalty-based multimillion-pound deal has seen him modelling the label’s pants in press and outdoor, generating global PR discussing the footballer’s ‘assets’.
The campaign has also been held responsible for a boom in male waxing 'down below' at beauty clinics.
Emporio Armani is the latest in a line of brands that have to turned to user-generated work for their campaigns.
They follow the likes of Pringles, Brylcreem and Doirtos in the UK and Dove and Heinz Tomato Ketchup in the U.S.