After working with the Tongal Community to help them develop their tagline; and also helping them explore a wide variety of marketing ideas, Blue Point is asking you to help them go deeper, and dial-in on a concept they’ve chosen to explore for their great Craft Brewed Beers: "It’s A Shore Thing."
This tagline reflects their coastal heritage and origins in a boatyard brewery. They also like the way the tagline can bring home the idea that their accessible and enjoyable beers can help drinkers relax, unwind, and not take life too seriously.
They’ve also crafted a MANIFESTO around this concept. You should use it to fuel ideas for scripts for an online video for Blue Point. Here’s that manifesto -- remember, every word counts!
BLUE POINT: IT’S A SHORE THING
At Blue Point, “A Shore Thing” is not only about a place,
It’s a feeling too: something you can carry with you.
Wherever you tap into that feeling, life makes more sense,
And goes a little easier.
The shore is a place to enjoy the people and things you love most,
And it also adds a little pinch of salt to your sense of humor.
It’s a place where things just come together,
Like good food, good beer,
And friends who really know you -- and forgive you.
Take a sip, relax, and show off your sock tan with pride.
Just make sure you have a cooler-ful of Blue Points:
A shore thing if ever there was one.
We also encourage you to once again take a look at Blue Point’s Facebook page, and at their Twitter feed, to get a feel for this great brand and their unique humor and voice. You might also want to check out the Blue Point Brewing website, and their awesome YouTube page.
Subtlety and Humor: We suggest that as you develop your approach, you try to work through ideas that invoke the idea of a "shore thing" in different ways. Your idea should convey the relaxed mood and dry wit of the brand. The shore as a physical presence is not essential -- but the mood and attitude it evokes is.
Provide us with a Script & Visual Treatment for a 30 second spot for Blue Point Brewing based on:
Important: We think they’re branding work has been exceptional -- and one of the key steps you can take to assure you’re on track is to become as familiar with their brand and digital presence as you can. Getting their sense of humor right is a key factor here. They’re self-deprecating, easy-going and humble – while exuding a quiet self-confidence about the quality of their beer. Just bring all of that to the new conceptual space of "shore thing," and make sure it brings home the notion of relaxing, unwinding, and not taking life too seriously.
IMPORTANT NOTE ABOUT Campaign-Ability: Your script for a 30 second spot will also be used for :15 and :06 second cut-downs, and used to fuel radio, print, and OOH (Out of Home) advertising. So make sure your idea has strong verbal and visual hooks. When choosing among possible ideas, think about how easily your concept can be made into a complete campaign.
Your Visual Treatment submission should include the following elements:
--Tone: Funny. Dry and witty.
This Project will be worth a total of $6,000 and consists of a Visual Treatment Phase. Be sure to read the following information carefully as well as the Official Rules.
PHASE 1: VISUAL TREATMENT - Submit your Visual Treatment (with Script) for a 30-second Video for Blue Point. Your submissions should include the following:
The THREE most compelling Visual Treatments will be selected as winners and receive $2,000 each. If your Visual Treatment is selected, you agree to do one round of revisions to your treatment at the client’s request.
1. 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.
2. In the event you utilize any third party materials, 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.
3. BY SUBMITTING AN 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.
4. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
5. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.
6. 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.
7. Limit 5 submissions per member, per Phase.
8. You must be at least twenty-one (21) years or older to enter.
9. In the event that fewer than 50 Visual Treatments are received, the Sponsor reserves the right to repost the contest for up to fourteen (14) days at their discretion.
10. The Sponsor will be entitled to reasonable revisions on the Visual Treatments without providing additional compensation.
11. Winners must complete the standard Tongal W-9, Winner Affidavit, and IP Assignment.
12. 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.