To kick off the new year, we want to motivate people to get back to sweat and pursue their sweatlife journey. To do this, we will use lululemon ambassadors to authentically tell stories about the people in their lives who have inspired them to keep pursuing their own journeys in Running, Yoga, Training, and Athletic Recovery. That's where you come in, Tongalers. We need your help to bring these stories to life on Instagram/Facebook, Instagram Stories, and IGTV.
We want the lululemon community to connect with these stories about celebrating the supportive people in their lives and feel energized to get back out there and pursue their own sweat goals. We want these social videos to be fun, authentic and dynamic but not built around a challenge that requires community participation. Tonally, lululemon's #BoobTruth series is this project's north star; this super-authentic series has resonated organically with audiences for its raw honesty and humorous approach to personal conversations, and we want to take a similarly raw yet lighthearted approach to motivating lululemon's community in the new year.
Potential formats for these videos need to be centered around one or a combination of the following concepts:
- Walk and Talk: Ambassadors conversing about motivational stories while participating in their respective activities of Running, Yoga, Training or Recovery. Think along the lines of Vogue’s 73 Questions or Comedians in Cars Getting Coffee with dynamic camera work that augments the ambassadors' personalities and holds the viewer's attention throughout.
- Behind the Gram: Instagram is traditionally seen as the platform of perfection, and for many at the start of their sweat journeys, that perfection can be intimidating enough to stop them from getting back to sweat. Think about stopping thumbs with a perfect photo, but flip that idea of perfection on its head, and expose a light-hearted humanity behind the sweatlife. Behind every "perfect" photo is countless hours of hard work and determination, and we’d like to focus on the moments no one sees, leading up to the one everyone does.
We're looking for thumb-stopping and actionable content that combines three key components:
- Creative templates for 4 weeks of content – how will you tell these stories across Run, Yoga, Training and Recovery
- Unique executions for IG & FB Feed, IG Stories, and IGTV across @lululemon and @lululemonmen
- Specific personalities of 4+ lululemon ambassadors and their mentors (ambassador talent TBD by lululemon)
Please note that this project will involve travel that should be accounted for in your budget within the $85,000–95,000 bid range; more details below.
DELIVERABLES:
- 20 total pieces of video content:
- @lululemon – 12 pieces of video content:
- 4 IGTV episodes, up to 2:30 each (1 per week) – each focused on the POV of the ambassador with support from their mentor
- 4 IG Feed videos that preview the IGTV content and drive viewership to full IGTV episodes
- 4 IG Stories that drive viewership to full IGTV episodes
- @lululemonmen – 8 pieces of video content:
- 4 IG Feed videos that capture the other side of the story (ie the Mentor's POV) and drive to full IGTV episodes on @lululemon
- 4 IG Stories to drive to full IGTV episodes on @lululemon
- Each week of content in January will feature 1 ambassador, their mentor, & specific lululemon products
- Content for @lululemon should have more of a dual-gender focus, while content for @lululemonmen should be more male-centric
- 20 Photographs for shoppable posts on IG Feed and IG Stories across @lululemon and @lululemonmen
LOCATIONS: You should account for filming in 2 major bicoastal cities (ie LA and NYC) in your bid and budget of $85,000–95,000. You should also include a separate, additional budget line in your treatment (not your bid) for potential travel to 4 major cities to give a sense of what those added travel costs would be. This added cost can be outside of the budget range above if you cannot account for up to 4 locations within the bid range.
TIMELINE: You will need to account for filming in two major bicoastal cities (ie LA and NYC). There is a possibility you may need to film in four major cities; Tongal will work with the greenlit filmmaker to adjust the timeline accordingly. For the full project timeline please see the Assets section.
EXPOSURE:
TARGET AUDIENCE:
- lululemon guests/social audience – men and women 18–34
- Those looking to Get Back to Sweat in the New Year
TONE:
- Raw, real, authentic, and lightheartedly humorous
- Voice: the cool, trusted friend. Optimistic, energetic, and vibrant
- Bold, Spirited, Real. – fun, playful, witty, entertaining
- Inspiring, convenient, exciting
EXECUTIONAL MANDATORIES:
- Pitches must outline your unique approach to IG Stories, IG & FB In-Feed, and IGTV as unique assets.
- Pitches must also outline your unique approach to the 4 different weeks covering the topics of Run, Yoga, Training, and Recovery
- Pitches should also outline (and give examples!) of how your content would vary from @lululemon to @lululemonmen
- Pitches must outline and describe the deliverables in the order they are listed above, and how they would apply to a 4 week calendar
- Your team is very important on this project! You will need to include a full team breakdown in your pitch, including a wardrobe stylist with experience in the active/athletic wear category, as well as an editor with ample experience creating native assets for social. (Think vertical with motion graphic experience)
- 20 still assets will be required for this project, so you will also need to have a photographer with experience in exercise/physical photography on set to capture stills, and include that in your budget.
- Please note that lululemon will source the talent and their authentic stories for this project, you will need to be able to bring these to life within your creative approach
- This project will involve bicoastal travel; you will need to account for your crew travel & accommodations in your budget.
OPEN BID:
- This is an open bid project, so you will get to set your own budget proposal within the range of $85,000–95,000. The Sponsor is interested in seeing tiered pricing options, so please feel free to submit various versions of your pitch at budget, target, and reach price points within that price range.
- Your bid and budget must account for travel costs for you and your crew to two major bicoastal cities (ie LA and NYC).
- You should include an additional cost for travel/production in 2 additional major bicoastal cities in your treatment. This cost can be outside of the budget range above. Do not put this added cost in your bid or budget document.
- 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 with a greenlit bid, 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.
- Talent and wardrobe will be provided and do not need to be considered in your budgets.
- This project will involve bicoastal travel; you will need to account for your crew travel & accommodations in your budget.
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 these videos.
- BUDGET (REQUIRED): This is an open bid project, so you’ll get to set your overall budget proposal. You can download the budget template here. The Sponsor would like each producer to create 20 videos + 20 still assets with a budget range of $85,000–95,000 total. Your budget must include travel and accommodation costs for your crew in two major bicoastal cities (ie LA and NYC).
- TREATMENT (REQUIRED): A detailed narrative description of what's going to happen in these videos. If it's helpful to you, we've provided a treatment template, which you can find here. Your Treatment must also include an additional cost for travel/production in two additional major cities (for a total of four) as well as a Team Breakdown on the final pages of your Treatment.
- TEAM BREAKDOWN (REQUIRED) : A breakdown of the key members of your crew (DP, director, editor, photographer) and examples of their past work. All photographers and editors MUST have previous work experience in social content. Your photographer should have experience photographing exercise/athletic activity. Please include your Team Breakdown at the end of your Treatment.
- 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.
- WARDROBE STYLIST (REQUIRED): This project requires wardrobe stylist approval before filmmakers move onto the Video Phase. Your stylist MUST have experience working in the athletic/activewear category. You must submit your planned stylist with your pitch submission. Once your pitch is greenlit, the Sponsor may either approve your stylist or ask you to submit a new one for approval.
- 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.