Video Projects |
[ yellow tail ]
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As part of their Refreshingly Simple campaign, yellow tail are commissioning Australian directors to make 3 videos for Facebook (30 secs each), showcasing how we celebrate lifes uncomplicated moments. We are open to working with a range of different directors to deliver the 3 videos or one director to create 3 videos, so your pitch should contain multiple ideas if you have them. Each selected director will be paid AUD $7,000 for each video. Life should be simpler, so why isnt it? How come most of us spend our time rushing around, trying to fill as much as we can into a day - has technology given us less time instead of more? Think about the frustration of trying to put your groceries through the checkout only to hear that annoying voice say unexpected item in the baggage area. Or how about if you are late for work and your transit card doesnt have enough money on it and you frustratingly realise that you arent allowed to top up at the station. Annoying right? And dont even go there with hashtags! Task Take 3 real life situations (examples illustrated above), and turn them into 30-second humorous videos with a strong focus on Australian humour (situations, location, language etc.) You may submit as many ideas as you like. Each idea is to demonstrate how technology has made the lives of the yellow tail target audience more complicated. The resulting videos all have one thing in common - they all culminate in the protagonists enjoying a glass of yellow tail in order to celebrate simplicity in a complicated world. Please use the yellowtail shiraz or chardonnay as per the creative below. These videos will be placed on Facebook amp coincide with a consumer promotion. The call out to the Facebook community will be to upload their refreshingly simple moment (photos) for their chance to win. This content will be shared with our target audience on Facebook in order to bring the refreshingly simple platform (see below) to life and inspire engagement/ sharing to propagate this out amongst their networks. Target audience: Our target audience is: - yt Drinker, mean average age of 45 - yt Drinker, skewed evenly, 50/50 male/female (Facebook audience however are skewed 62 towards male, and slightly younger) - yt Average household income is $60K - Dubious about technological advancement - Proactively uploading image-based content - Relating to content that reflects their everyday - Fond of constantly reminiscing about the past without modern technology - 83 of our target audience find technology is changing so fast, it's difficult to keep up with - 70 of our target audience disagree that technology gives them more control over their lives Brand personality: - A little bit quirky - Playful and Upbeat - Self-Assured - Fun - Optimistic views life as a glass half full rather than half empty - Young at heart Mandatories Your treatment should include: - Humorous moment ideas amp execution narratives - A detailed treatment recommendation per idea - Top line production schedule including: - Acknowledgement of key delivery dates - 1 x client revision - Consistent communication with client service team in post-production - It is a requirement that each video features either a yellowtail Shiraz or Chardonnay. This needs to be an actual product shot, not a super-imposed image - We will be providing an end frame for use (this hasnt been made available yet) Your idea and video must NOT: - Combine gambling and alcohol - Use minors (images) in any social content - Promote the over-consumption of alcohol - Hijack any political or health-related issues - Incorporate any sensitive social issuesThe key message to convey is "yellowtail helps simplify amp celebrate everyday life". Additional creative direction to consider - Fun, simple ideas - Relatable, everyday situations - Video to depict various moods, but end with the relaxed, simplified vision of yellowtail - Australian humour is key, think Kath amp Kim, not outback or stereotypical Australia Building affinity: - For social media, we want to create a brand experience that is fun, engaging and closely tied to our brand personality . - For the consumer promotion, we want to involve our audience with the new brand proposition to create a connection with yellow tail. - Both our social idea and content must work towards firmly establishing yellow tail as a member of our audiences social circle. The friend that makes them laugh and is good value. Our current brand campaign: !( 

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Kopparberg has real Swedish provenance. The product is still made and imported from the sleepy Swedish town of Kopparberg. This is something that Kopparberg wants to start cementing more in the minds of UK consumers. Brand provenance is something that is important within the category and something few competitor brands can profess to have. We want to produce video content that communicates this provenance. We need to tap in and bring to life Sweden in a way that engages our audience and, ideally, provides a role for the product. Whether it be the brewery, the town of Kopparberg or Swedish culture and people, we want drinkers to connect Kopparberg with real Sweden. The content has to be inherently and coolly Swedish and cement the fact that this is where Kopparberg is from. Therefore we are looking for things like Swedish culture, Swedish music, Swedish lifestyle, Swedish influences to come out through the content. The brief is open to directors globally but you will need to demonstrate a knowledge, experience and understanding of the country and its (counter) culture. Kopparberg have a bigger advertising campaign running and this is an important social/digital element of this summer 2015 campaign. We want multiple pieces of content for our social community that will run across the summer. Primarily it is the part of the plan that looks to go beyond push advertising. It is the layer that looks to connect with audiences (particularly with those in their social communities). The paid media support we put behind the content should also help to bring in more followers to Kopparbergs growing social communities. Be mindful of UK alcohol advertising restrictions. We cannot feature content that features people that appear to be or are under 25 years of age. We cannot stipulate that alcohol enhances your experiences or makes you more successful with the other sex. Download the full brief (PDF) . Video Deliverables The selected director will need to provide the following pieces of content in the formats described below to use across a variety of media platforms in the UK. Your pitch should clearly describe your ideas for the Primary videos. Primary - 1 x 2-3 minute film to be used online - 2 x 20 second videos (these can be cut downs of the hero film or stand alone pieces) to run on Video on Demand and within Digital display formats Secondary - cut down versions of the Primary content - 2 x 10 second versions with no sound for OOH - 2 x 6" Vines Note: there will be a few different versions required for specific OOH locations that have different specs. You will need to prepare these different versions as part of the deliverables. Most of these will be portrait and full motion but please Download the full brief for the exact specifications and locations. 3 key words that the brand always has in their mind Scandinavian, Edgy, On-trend. Through advertising, Jack Daniels has successfully cemented its link with Lynchburg, a Tennessee town in the US. We want to do it in a way that will motivate and appeal to our 18-34 audience and will reflect Kopparbergs background and tone of voice. As a fruit cider, Kopparbergs proposition is about premium fruit refreshment. Therefore (vs. the way Jack Daniels talk about provenance) the tone should be more quirky, colourful, upbeat, aspirational, slightly counter-cultural and more edgy. Kopparbergs ATL advertising (see below) is always looking to communicate the edgy tone through the idea of happens here or the forest. The forest is on the hill above the brewery in the town of Kopparberg, and the happenings within it, are Kopparbergs way of differentiating their provenance story so that it doesn't just become the Swedish Jack Daniels. This doesnt mean the town or brewery cant feature, but the main focus should be the Kopparberg forest. The best stylistic reference is Kopparbergs advertising. As the actual brewery is a fairly unremarkable place, the advertising has historically focused on the large, mysterious forest on the hill outside the town. The forest has been used as a platform for brand and product advertising and even brand events (the Urban Forest in Dalston last Summer). The accompanying ad end line is happens here and alludes to the unusual and magical (as opposed to dark or sinister) goings on in the forest think more impromptu Summer festival in a forest clearing than The Evil Dead! Visual References Below is some of our advertising to provide direction (and other advertising that should be used as stimulus). Previous Kopparberg 20 TV ad in the forest: Last years ATL product advert (print and Outdoor): !( !( !( !( !( An interesting Scandinavian, alternative, rural feel comes across well in this recent, domestic Volvo campaign:  

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In January 2015 Guvera acquired blinkbox Music and in May the blinkbox Music service will be rebranding as Guvera within the UK. Guvera currently operates in 20 countries around the world but is not currently available in UK, and has little to no local UK brand awareness. To support the Guvera launch we are looking for a suite of approx 9 x 15 second videos to be used primarily on Facebook as part of a paid media campaign, with the aim of increasing brand awareness of Guvera and our product. As well as the paid Facebook campaign they will likely also be used on our owned social channels - Facebook 881k, Twitter 16.6k, blog, Instagram, Google + and Youtube. Above all videos must be made for mobile and social media and be high impact and very sharable. We are open to working with a range of different directors to deliver the 9 videos or one director to create 9 videos, so your pitch should contain multiple ideas if you have them. Each selected director will be paid $5,000 for each 15 second video. Mandatories: - Show the Guvera brand within the first 2 to 3 seconds of your video - You will need to license your own music for your videos and ensure any music used is cleared for commercial online use. Measure of success: - Delivery of full views of the videos on Facebook - Drive additional engagement through: 1. Facebook shares 2. Facebook likes 3. Comments - Increase of brand awareness within target audiences Download the full brief (PDF) . While there are lots of digital music services, none of them really have much of a personality. Rival streaming services are about providing music databases, and positioning themselves as music experts. We're real people organising music so our listeners dont need to go to any effort. KEY POSITIONING: Were all about the spontaneity of music and how fun it is! We want videos that: - Are all about spontaneous music moments - Fun(ny), highly emotive amp sharable - Captures peoples attention in first three seconds - Video content that gets across the best things about our service (at least two of the below need to be in each video) 1. How easy it is to use 2. Download for free 3. Listen offline 4. Over 12 million songs (depth of music offering) - Communicate our brand positioning - Get people talking and sharing - Make people smile, laugh and show their friends - Videos must be made for mobile 1. Mobile devices are a 1:1 personal experience 2. Videos should be made specifically for this medium - 15 seconds in length After watching the videos, we want people to: 1. Immediately show their mates, whether its funny, cute or super inspiring 2. Download the app Tone of voice: - Spontaneous - Fun (or funny) - Real Who are our listeners?: !( Guvera Strapline: - Search less, play more Guvera Hashtag: - turnitup You may like to know some of the things we like 1. We love this video as it captures the essence of music and spontaneity and most of all its fun! 2. Harlem shake couple of years old now but again, captures the essence 3. LMFAO videos massive energy and great humour 4. Adidas all in builds adrenalin, we want in! 5. This Girl Can, Sport England Inclusive, anyone can, great energy, no barriers to entry You may like to know some of the things we really arent keen on 1. Trying to be too cool 2. Taking ourselves overly seriously Target Audience Our target audience for these videos is anyone from 15-44: - Either young or young at heart - Listens in the moment - Mainstream - Loves ease and immediacy Example of specific profiles within the above audience: Core younger profile - Female skewed, 15-24, heavy pop/popular focus - Casual music listeners rather than music fanatics - Wants music quickly and easily, without putting much effort, for free - Discovers new music primarily from friends - Listen to music to get in the right mood, for fun - Key music moments: commutes, at home, with friends Older profile - Male skewed but both genders - Casual music listeners rather than music fanatics - Working professionals, busy career/life balance - Likes simple functionality, ease of ready-made music stations - prefers recommendations - Like a wide variety of music new and rediscovery of older music Videos should appeal to both profiles. Product Please download the free blinkbox Music app (UK and Ireland only) from iTunes App Store or Google Play to get a feel for the product. Outside of the UK, visit our blog and Facebook for TOV: blinkbox is the easiest way to listen to the music you love for free. Available via Apple and Android apps, as well as on desktop and Windows phones, the service offers a catalogue of over 12 million songs. Users can listen to pre-made stations (i.e. Top 40, Eurovision, Britpop), or can create their own station by selecting a song or artist and letting blinkbox Music do the rest. The service also offers download listening offline for free. It is available for free with adverts or without ads via a subscription service that also allows listeners to save tracks of their choice to their phone or tablet and organise into playlists.  

Feenixpawl - Ghosts ft Melissa Ramsay
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Purpose of the Video: This video is intended to promote the new track from Feenixpawl 'Ghosts ft. Melissa Ramsay'. This track releases on 4/14/15 - and the video will be used in May, after the track release, to generate buzz on the artist and awareness on the track. Intended Platform - Web - this will be blast wide to blogs, video sites, and will live on the band's YouTube page. Details - see creative direction for ideas from the band, pacing, etc. Treatment idea from the band is listed below. We are looking for a director to take this idea and make it their own. We are Ok with changing certain styles / ideas from the treatment as long as the band's general ideas re: pace, tone (comedic with a spooky edge), and general premise are met. Tone isnt too serious. At the beginning we think its almost like a horror film but we want a fun/comedic edge to the clip. CHORUS/1st BUILD Clip begins with girl in front of house/asylum/haunted building, dressed in flowing white dress. Drab, grey colour scheme. She enters the house/asylum searching for something, perhaps past loves, with paintings and pictures on the walls of her past relationships (her ghosts of the past). We get the feeling that the paintings are watching her as she passes. The band also has the idea that they can be featured in this video by being photos shown as portraits on the wall of the house. 1st DROP She starts dancing through the house (imagine the 'Fatboy Slim - Weapon of Choice', 'Sia - Chandelier' or Flight Facilities - Down To Earth film clip. ). She's constantly searching/dancing the house in every room, turning over furniture, opening wardrobes in pursuit of her loves. 2nd BUILD She sees something, perhaps an artifact or a trigger or some sort that can bring these Ghosts back to life. She looks in mirrors and sees an apparition behind her, she turns around and starts to chase them. She runs in and out of rooms trying to find them but she can never catch up with them. She chases them down the stairs into the main entrance way/atrium, but they are not there. She stands alone, in a large room, looking around searching longingly. Then all of a sudden, the Ghosts appear Zombie like in apperance She is in shock The colours brighten up. 2nd DROP Then they dance. The camera shakes. Her and the Ghosts begin a choreographed dance (Eg. Thriller but more upbeat. A very pop dance routine). She smles, shes happy to see them again, the dance is emotional and fast paced Then the track ends. She turns around smiling, but they are gone. The colours are once again drab The camera zooms out slowly to her in an empty room  

HP - Bend The Rules
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For the past 12 months, HP has been supporting the next generation of Australian talent across music, gaming, fashion and entrepreneurialism, for their Bend The Rules campaign. Now the search turns to film as we launch the next phase to discover the next big thing in Australian filmmaking with this short film competition on Genero. Pitch your short film idea around the theme Bend The Rules. 5 Australian directors will be selected to go ahead and make their films, and will receive AU$3,000 and HPs brand new Spectre x360 Convertible laptop a stunning, ultra-slim convertible PC with a 360 hinge. Those 5 completed short films will then be judged and also voted on by the public. The judges selection will receive AU$8,000 and an additional Spectre x360 Convertible laptop and the audience winner will receive AU$2,000 and a Spectre x360 Convertible laptop. HP are looking for as much creativity as possible in the Bend The Rules short films they need to be engaging and entertaining stories, told well. They should be arthouse/independent in style and tone but not too niche. Your pitch should have as much detail as possible around your idea to give you the best chance of being selected as one of the 5 finalist directors. Your pitch will be reviewed alongside examples of your previous work. MANDATORIES Please note the following mandatories for the final films: - You must be an Australian resident or citizen to take part, but can film worldwide - Films must be between 2-4 minutes in duration - Films must be original, never previously seen by a public audience and must be specifically made for HP/Genero. - At least 7 seconds of product placement of the new Spectre x360 Convertible laptop (which you will receive) this should be subtle and natural, and does not need to be all in a single scene - Cannot be graphically violent, sexually explicit or depict unlawful behaviour - Cannot feature any competitor products devices like laptops, printers, tablets, iPhones etc - Windows/Android mobile phones are OK (no iOS), but the brand must not be shown and must not be a focal point of the film KEY DATES - Upload your treatments by 15th March - 5 directors selected and notified by 17th March - Short films uploaded by 6th April - Judging and Audience voting 9th April to 11th May - Winner announced on 12th May 

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