HERE is a quick snapshot of the campaign and what people are saying about it.

While dating via apps is nothing new, the landscape for singles is changing in real time to accommodate the ever evolving world of dating culture– how people date, dating behaviors (both good and bad), expectations and overall relationship goals. 

Match is now fully accessible to everyone (with a free version) and the app is fully primed for singles in the current climate. However, the brand continues to overcome emotional perceptions from the last decade that act as barriers to product adoption today, namely that there “aren’t people like me” on the platform, Match is/was “my mom’s dating site” and product barriers around paywalls and ease of use. In order to change this perception, they need to increase new high quality members on the product, and deliver them matches that resonate.

They launched the Adults Date Better platform in August 2021 to reframe perception around what they believe and who they’re for. The idea of emotional maturity is clearly resonating with singles, especially in this post-pandemic period, where time is valuable, priorities have shifted and there is very little room for BS when it comes to dating. Based on messaging they’ve tested, they’ve found that singles resonate more with the lighter nature of real-life adult dating behavior over the sometimes emotional, sentimental moments that deal with tougher issues. 

Our current campaign, Adults Wanted, launched in May of 2023, and brought a slightly different tone and a more in-your-face CTA to the ADB platform message. Designed like a bunch of vintage help-wanted signs, the OOH, transit and digital-focused campaign sang its siren song across NYC and LA: Lend us your go-to-bed-earlies, your two-way communicators, your matches who are not only smart but nice, and those who forego flower purchases for tampon runs. The message and copy lines are hitting hard and reactions across the board have given us the intel that this is resonating with our target. 

Match App has been garnering attention on NYC & LA sidewalks with their "Adults Wanted" billboard campaign, which is a rallying cry for adult singles fed up with all the usual dating red flags, and who want to date like an adult. This means healthy boundaries, consistent communication, and generally being a decent human. This campaign is anchored by clever taglines written in a custom font that channels vintage "help wanted" signs, but now, they're looking to bring the spirit of these signs to life through a set of broadcast videos that use some of those existing creative elements while elevating the material in a new medium.

 

Match has partnered with NYC artist Jon Contino to create a unique handwritten font, and the goal of this project is to use that font along with the campaign guidelines to create an attention grabbing video bringing the "Adults Wanted" message to life using any style of animation: 2D, stop motion, or even advanced motion graphics. Much like the billboards have done so far, they want this video to stop people in their tracks. So long as you use the custom typography, they're open to any approach here. 

The tonal messaging is driven by relatability, delivered with a little bit of a smirk. It's fun, in your face, and relatable. Both the visuals and the copy should embody this energy. That copy could be VO or on-screen text, or both, but it should be noted that VO is not a requirement. You can use these copy lines as they are, or come up with your own in the same vain. We'll be running an ideation project in parallel with this brief to source additional options, so be prepared to adapt to incorporating new copy as well. It's also crucial that these videos incorporate a strong call to action: Adults Wanted.

The two :30 videos must be creatively distinct. Meaning that if a viewer were to watch them within close succession, they'd feel a part of the same campaign, but differentiated enough that it felt like an entirely different video. The :15 cutdowns can be straight cutdowns of the main :30s. That said for both the :10 and :15 cutdowns, it's important that Match is mentioned within the first 3-5 seconds.

It is worth noting that this is an aggressive timeline for animation to the scale we're expecting, so please look over the timeline linked and be prepared to speak to how you plan to prepare for this.

 

Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.

 

DELIVERABLES: There are 20 total video assets.

• Two :30 hero videos (16x9, 9x16, 1x1)
• Two :30 hero videos (16x9) with CA Disclaimer
• Two :15 cutdowns (16x9, 9x16, 1x1)
• Two :15 cutdowns (16x9) with CA Disclaimer
• Two :10 cutdowns (16x9, 9x16) 
• All RAW footage, project files, and associated assets.

 

TIMELINE: HERE

 

EXPOSURE: We anticipate content will be used on the platforms listed below, but if casting talent, please be sure your talent reviews the required Talent Release, as it is not limited to these platforms. You should also review our Music providers in the Project Requirements, as well as the platform best practices page.

• Broadcast
• Streaming
• Youtube
• Social (IG, TT, etc)

 

TARGET AUDIENCE:

• Adult daters ages 30-49
• Emotionally mature singles

 

TONE:

• bold, honest, relatable, clever
• delivered with smirk
• Fun, witty
• Relatable
• In your face

 

EXECUTIONAL MANDATORIES: 

• CA disclaimer must be on-screen and spoken (VO) — "Start for free. 18 years or older."
• Do NOT portray negative representations of being single or make fun of other dating apps.
• Refer to as Match or Match App.  DO NOT refer to it as Match.com.
• MUST include the CTA Download the Match App.

 

OPEN BID: 

• This is an open bid project, so you will get to set your own budget proposal up to $40,000. If it makes sense, you may feel free to submit multiple versions of your bid at a budget, target, and reach price point.
• By participating in this open bid project, creators acknowledge that the Sponsor is under no obligation to greenlight a bid. Though most open bid projects on our platform do move forward, we will notify you in the event the Sponsor decides not to fund any bids via the project forum. Regardless of the result, all open bid submissions will be reviewed and evaluated by the Sponsor and the project team.

In order to be considered for this project, you must include the below materials in your pitch submission. For examples of effective pitches, check out this gallery.

 

• TEXT (REQUIRED): Up to 500 characters synopsizing how you plan to approach and produce the content listed out in the Deliverables.
  
  
• TREATMENT (REQUIRED): A more detailed and specific description of how you propose to execute all of the content listed out in the Deliverables, both in terms of what we can expect to see, and how you’ll make it. If it's helpful to you, we've provided a treatment template, which you can find here.
  
  
• LINKS (REQUIRED): To your previous video work. Please specify your role (producer, director, cinematography, etc.) and DO NOT INCLUDE LINKS TO YOUR SHOWREEL. Please link to individual videos.
  
  
• BID/BUDGET (REQUIRED): This is an open bid project, and the Sponsor would like each producer to create all of the content listed in the Deliverables section within a budget total of up to $40,000. Please ensure that your budget factors in appropriate COVID safety protocols (i.e. testing, PPE, cleaning supplies, backup talent, etc.). You can download the budget template here.

• SCRIPT (Optional): This should include dialogue from the video you intend to create.
  
  
• STORYBOARDS (Optional): Additional concept art, storyboards, shot list, anything that helps get your point across. You can download the Tongal storyboard template here.

• PITCH VIDEO (Optional): This is your opportunity to be face-to-face with the Sponsor and show them what you're capable of. Consider submitting a pitch video in which you tell the Sponsor what they can expect should they choose your pitch. Also, test videos, animatics, etc. are welcome. For some examples of effective Pitch videos, check out this gallery. All Pitches will remain private until after the Sponsor gives creator(s) the green light to move forward.

1. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, greenlit Video creators MUST also provide Talent, Location, Music (or other) Releases for all assets appearing in their Videos, as well as a photograph/headshot OR copy of a photo ID for all On-camera Talent releases. You must also provide all project files, editing sequences and a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec to claim your earnings.
   
   
2. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.
   
   
3. In the event you utilize any third-party materials, such as music provided by a third-party music provider not provided by Tongal, you must obtain full written license and consent from the owner of such third-party materials and provide such license and consent forms to Tongal.
   
   
4. The Sponsor will be entitled to reasonable revisions on the finished Videos without providing additional compensation. Remember it's easier to re-edit than re-shoot so try to get as much coverage as possible.
   
   
5. Preferred format for upload to the Tongal website is HD 720p and formatted for the aspect ratios listed in the Deliverables (e.g. 16x9). Acceptable file formats are .mov, .avi, .mp4, .wmv. Acceptable codecs are H.264 (MP4), MPEG-4, H.263, MPGV, WMV, DivX. Should your submission be greenlit, you will also be required to provide a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec.
   
   
6. BY SUBMITTING A VIDEO ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.
   
   
7. You may not contact any employees or members of the Sponsor's organization, their affiliates, or any of their partners. Failure to comply with this requirement may result in disqualification of your entry in the project.
   
   
8. In addition to the judging criteria stated in the OFFICIAL RULES, Pitches will also be evaluated on that member's ability to execute the final Video based on their prior work and experience as a filmmaker.
   
   
9. Videos must be in the English language or subtitled.
   
   
10. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor, nor can Submissions contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
    
    
11. You must be at least thirteen (13) years or older to enter.
    
    
12. The Sponsor reserves the right to repost the contest.
    
    
13. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.