MORE ABOUT THE BRAND:
HELPFUL REFERENCE VIDEOS FOR INSPIRATION/TONE:
Product will only ship to the United States and Canada, so while you can be based in another country, if product is needed for your execution you must be able to receive the product at a US or Canadian address.
Ever sit down to a spaghetti dinner and feel like you're missing something? Maybe that little homemade touch that doesn't take hours of prep time and multiple phone calls to your nonna for help to make? What about coming home after work, telling your kids it's pasta night and being met with preteen whines of "But I want Chipotle" crushing your spirit and making your ears ring with the sound of your nonna sighing. Whether you're looking for a convenient addition to your meal, a touch of homemade, or something to bring the fun to your family pasta night, the folks at New York Bakery, the very folks behind America's favorite Texas Toast, have you covered. The name of the game is full flavor, amazing taste, and homemade goodness. And good taste is fun, and we're going to have some fun here, because NYB wants to celebrate their Texas Toast with some thumb-stopping, social-savvy content, and they're giving you a lot of freedom in how you do it.
The goal in this project here is to get the word out about New York Bakery by building some kind of exciting social video around it. At the most basic level, we'll be looking for two up to :15 hero videos and we certainly want a creative approach that clearly shows off New York Bakery's Texas Toast while amplifying the brand's core message (e.g. "New York Bakery Brings Joy to Everybody!"). Outside of that New York Bakery wants to show how adding their Texas Toast, as a meal, a snack, or anything in between, brings the fun to the table. Beyond that, you also have a ton of freedom in what you're actually creating, and how. The brand is open to unique, out of the box concepts and no medium, style, or approach is off the table.
You might consider an awesome motion graphics concept; or a short, wholesome, and comforting animation; or a live-action depiction of a lackluster dinner where a family is eating spaghetti and meatballs, the kids are nearly falling asleep at the table before mom kicks in the door with a tray full of Texas Toast; or you go for stop-motion and bring us New York made of their different bread products. This is a great opportunity stretch your creativity by finding an idea that resonates with you and creating a unique and eye-catching social video around it.
Regardless of your execution, you'll still likely need at least some motion graphics and text, since messaging is still necessary, but it's up to you whether or not you make it a feature component. Dialogue and VO are certainly on the table too. If you're featuring physical product in your approach, you'll want to be thoughtful and particularly creative about you feature it - we want it to shine and feel like the hero if it's going to appear. Regardless of your execution, New York Bakery will be able to provide specific guidelines and direction on how you should effectively film or capture their products. Having a dedicated food stylist isn't a mandatory, though we'd highly suggest it. We'd also suggest, if applicable, highlighting any experience you or your team have with food content.
This is not necessarily about creating a traditional narrative. We're looking for clever, wholesome, and depending on the execution, slightly humorous content. The brand wants to see executions that are unique and fresh - like their bread. While these can feel polished and professional, depending on your execution, and brand, they could also be lo-fi smartphone-shot content. We're not, however, looking for elaborate "commercial" executions. Creatively, the target audience for these videos is families, and typically families with children, so please keep that in mind as you develop your concepts. You should remember to demonstrate the benefits of the products - maybe that's minimal prep time, quality ingredients, or homemade taste, etc. - but beyond that, it's really how you're delivering your message, and the visuals you're pairing with that message, that will be key.
Each video will have a 16x9 version as well as a 9x16 version so some thought should be put into how the 9x16 versions will be optimized for vertical; as they should not simply be a center-cut reframing. Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are 4 total video assets.
EXPECTED TIMELINE: HERE
RELEVANT ASSETS: HERE
EXPOSURE: We expect content will be used on the platforms below, but if casting talent, be sure they review our required Talent Release before they're cast, 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.
TARGET AUDIENCE:
TONE/FEEL: Warm, Humorous, Comforting, Savvy, Celebratory, Fun.
EXECUTIONAL MANDATORIES:
OPEN BID:
In order to be considered, include the below materials in your submission. For examples of effective pitches, check out this gallery. All Pitches remain private, even after a Pitch is selected, and Tongal strives to have Pitch selections made by the end of the Evaluation period, but additional time may be required by the Sponsor, depending on any number of factors.