THE "MASTER" VIDEOS:

1. EDUCATION VIDEO - This will take a high-level approach and help consumers understand more about clean energy and how it’s better for both the consumer AND the planet. This will cover a number of key topics including: how the grid works; how clean energy functions within it; how clean energy is good for the grid; what Renewable Energy Credits (RECs) are; and how additional demand for clean energy only helps to brings down price and do more for the environment. Check out GME's Renewable Energy 101 and the Benefits of Clean Electricity if you need a little education yourself. One thing in particular is that we want to cover how RECs have a negative connotation, but show that they are the most common and effective way to get clean electricity to homes and businesses.
   • REFERENCE: This video has the right kind of approach; it's playful yet educational tone works well, as do the transitions between slides.
2. EMOTIONAL VIDEO - This will take an emotional look at the kind of impact that we can all have individually - on our neighbors, on our communities, and on the planet. Videos in this category would use animation and a compelling visual story supplemented by evocative on-screen text (instead of VO). This is about personalizing the impact that we can have as actors working to better that planet - an almost anthemic call-to-action that says “we are all in this together” and that anyone can “choose to be green” by being sustainable and signing up for clean electricity. People need to come together to help protect our planet, so let's spread the word.
   • REFERENCE: This video makes you feel empowered and inspired by being a part of a bigger picture, and GME likes how the multi-colored line follows you through the journey. GME also likes how there is no VO, but the music and copy make you feel the emotion.
3. CUSTOMER STORY VIDEO - This video will help humanize the actual process of switching to clean energy and how it impacts customers by using animation to show a day in the life of a real GME customer. Customer quotes will be sources by GME, and your animation will visualize those words and the customer's daily narrative. We’ll share how they make everyday eco-conscious decisions, and how living a green lifestyle includes clean electricity. We’d also get into the granular experience of something like the GME phone app, where the customer might see the results of their sustainability efforts, and discover how many pounds of CO2 they avoided that month.
   • REFERENCE: This video tackles an individual customer in a really creative way and somewhat nonlinear way, and GME likes how it describers the customer.
   • REFERENCE: The video does a good job showing the day-in-the-life aspect, but GME would want something that was ultimately a bit less busy.

BRAND ATTRIBUTES:

• GME IS: Real, Fun, Friendly, Positive, Witty, Charming, Unexpected, Compassionate, Helpful and Inspiring
• GME IS NOT: Serious, Arrogant, Self-righteous, Hyper, Verbose, Misleading, Close-minded, Sarcastic, Desperate or Aggressive
• 100% CLEAN: GME is dedicated to energy with zero carbon emissions — it’s a promise they take very seriously and it's what helps them stand out in an energy market that often relies on traditional, polluting energy sources.
• ENVIRONMENTALLY-FOCUSED: Green energy is only part of the solution for a brighter future. GME supports a sustainable lifestyle and provides eco-tips to empower customers.
• ENCOURAGING: GME wants people to feel like part of the solution. They don’t shame or push people into adopting a greener outlook, but invite them to be a part of a more environmentally-friendly way of life.
• EDUCATIONAL: GME wants to help customers become informed about what makes clean energy a better option for the planet and why green alternatives are worth adopting.

MESSAGING DO'S AND DON'TS:

• Do say: Clean energy, Renewable energy
• Don’t say: Green energy
  
  
• Do say: Electricity usage
• Don’t say: Electric use
  
  
• Do say: Electricity
• Don’t say: Power

• Do say: Conservation, Efficiency
• Don’t say: Savings

• Do say: Help/ing protect the planet
• Don’t say: Protect/ing the planet

• Do say: Make a positive impact
• Don’t say: Make a big impact

Green Mountain Energy (GME) is the longest serving renewable energy retailer in the United States, and they're focused on providing clean electricity through wind & solar power to consumers and businesses in Texas and in the Northeast. This year, they are looking to create a suite of animated videos that educate & inspire viewers to learn more about clean electricity and the options that GME makes available. This suite will include 3 "master" videos that will each be accompanied by different versions for different social platforms, but all videos will have a consistent visual look & feel.

GME is open to any style of animation - 2D, 3D, motion-graphics, stop-motion, papercraft, etc. - but it's important that your videos communicate key information well, so you should anticipate motion graphics being important regardless of your medium, and you should check out the reference videos that GME provided. The 3 "master" videos are detailed in the Background / Additional Details, and include those reference videos. Take a look, and let's use your animation skills to help save the planet.

 

DELIVERABLES: 14 Total Videos:

• Video 1 Suite: Education Videos
  One :90 Education hero video, two versions (16x9, 4x5)
  One :30 Education cut-down, two versions (16x9, 4x5)
  One :06 Education bumper, two versions  (16x9, 4x5)
• Video 2 Suite: Emotional Videos
  One :60 Emotional hero video designed for sound off with no VO, two versions (16x9, 4x5)
  One :15 (or :30) Emotional cut-down (length depends on creative) designed for sound off, two versions (16x9, 4x5)
• Video 3 Suite: Animated Customer Stories Videos
  Two :30 Animated Customer Stories (1 for New England, 1 for Texas), two versions (16x9, 4x5)

 

TIMELINE: 

• Please note: these assets will be delivered on a rolling timeline starting in May and running through July
• For the full project timeline please see the Assets section

 

EXPOSURE:

• YouTube & pre-roll (16x9), Facebook (4x5, 1x1), and Instagram (4x5, 1x1)
• Please be sure to check out the platform best practices page

 

TARGET AUDIENCE:

• Audience is 21-54, about 60% female, environmentally friendly, urban living, college educated, and tend to be early tech adopters
• They are interested in: green living, health & wellness, home improvement, local energy options

 

TONE:

• The GME brand personality is real and relatable - conversational and informal - with an occasional touch of humor. Think of them as the optimistic friend who stands up for what’s right. They're honest and helpful, without taking themselves too seriously - and you might say that they dance to the beat of their own drum.
• GME speaks in the first or second person (i.e. we & you) to make a real connection with the GME audience.
• For more information on GME and their brand persona, please see the Background/Additional Details section below

 

EXECUTIONAL MANDATORIES: 

• Please see the Background/Additional Details section below for specific Messaging Do's & Don'ts.
• All videos, either explicitly or otherwise, should drive the message, "Join our mission to change the way power is made by choosing 100% clean energy."
• Do NOT be overly political or discuss climate change.

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): 500 characters or less synopsizing how you plan to approach and execute this video suite.
  
  
• 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.
  
  
• TREATMENT (REQUIRED): A detailed narrative description of what's going to happen in the video suite. If it's helpful to you, we've provided a treatment template, which you can find here.

• STYLE FRAME (REQUIRED): An example of the animated visual style you will be creating in your videos.
  
  
• 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. Preferred format for upload to the Tongal website is HD 720p 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.
   
   
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. 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.
   
   
5. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
   
   
6. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.
    
7. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.
    
8. Videos must be in the English language or subtitled.
    
9. Limit 5 submissions per member, per Phase.
    
10. You must be at least thirteen (13) years or older to enter.
    
    
11. The Sponsor reserves the right to repost the contest.
    
    
12. 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.
    
    
13. 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.
    
    
14. 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.
    
    
15. 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.