Background


Chameleon Cold-Brew is crafted, high quality, organic coffee that’s ethically sourced with super smooth flavor and a bold buzz. It’s the fuel that helps keep your fire going, giving you the energy you need to get through everything the day holds - without feeling over-caffeinated. But it’s not just for mornings - it’s the solution for any occasion where you need a little something more to keep you going. 


Available in a variety of different flavors and formats, Chameleon Cold-Brew is a delicious and convenient way to get organic coffee and cold-brew whenever and wherever the craving strikes. You can find their cold-brew coffee in ready-to-drink flavors for when you’re on the go, as concentrate that can be made your way, or as pods for a completely customized experience.  Check them out on Chameleon Cold-Brew's website: Ready to Enjoy (10 oz) bottles, Concentrate (32 oz), and Cold-Brew Kits & Pods. 


Here’s where the fun comes in. We want to introduce the world to Chameleon Cold-Brew in a BIG way by creating THREE Instagram Stories that showcase the different Chameleon Cold-Brew Coffee products. The Ready to Enjoy bottles, Concentrate, and Cold-Brew Kits & Pods should be shown in a way which leaves viewers sprinting out the door to go out and try some tasty Chameleon goodness for themselves. It’s important to note you will need to create three pieces of content per Instagram story, with each story focusing on one product – Ready to Enjoy (10 oz) bottles, Concentrate (32 oz), and Cold-Brew Kits & Pods. 


We want to encourage viewers to interact with the video, so be creative in how you might incorporate the Instagram Story elements available to you and detailed in the image below.



What we DON’T want them to do is tap too fast or swipe left on us and pass over the ad. 15 seconds is short, so we’re looking for Pitches that will grab the viewer’s attention immediately… but remember you have three consecutive segments – photo or video – that need to land in this way. 


Read onto the Objectives section to find more vital details on this project.


Objectives


The goal of this project is to create three Instagram Story sequences that showcase different Chameleon Cold-Brew Coffee Products. Each story should be crafted around one of Chameleon’s product– Ready to Enjoy (10 oz) bottles, Concentrate (32 oz), and Cold-Brew Kits & Pods. .


Most importantly, each Instagram story will be told in three consecutive videos or photos, rather than one. The three-part sequences behave the same way as any other Stories content – viewers can tap through, swipe back and forth or pause the content whenever they’d like. Check out how the Gap recently did it here.


We’ve already gone and selected the different structures we’d like you to bring to life. When submitting your Pitch, you will be required to select which structures you are Pitching against from the dropdown menu. You can choose one structure to Pitch all three products against, or mix and match a combination of structures across the three products.


Structure 1: Center Bottled

This structure focuses on the Chameleon Cold-Brew bottle existing as the common thread for each segment while the background changes in each segment. An example of this might be someone in the background of a segment doing an activity, grabbing the bottle, taking a sip, and placing back into the same place so that the next segment starts the scene with the bottle in the same place. It could even be summer activities that changes in the background. Be creative, but keep the bottle central.


Structure 2: Cold-Brew Hourglass

Mirroring the Instagram Story progression bar this structure utilizes a bottle of Chameleon Cold-Brew emptying to advance a three-part story. As the bottle empties, the story might be 3 scenes of a single person going through their day, or an event that unfolds. The story is up to you, played forward or even in reverse, but use the bottle as your hourglass.


Structure 3: Face Forward

Playing with time is a natural fit for a format like Instagram Stories and there is little as powerful a story telling device as the human face. Think of captivating ways you can play on the use of Chameleon Cold-Brew products and the effect they have on emotion or state of wakefulness while focusing on the human face and eye contact.


Structure 4: DIY Step by Step

Chameleon Cold-Brew is awesome as their products are designed to spark creativity by either mixing ingredients with the Concentrates or using the Cold-Brew Kits & Pods to make your own cold-brew. This structure uses the 3 part segments to establish a step by step to inspire viewers to create their own perfect coffee. You can start with ingredients and build up or start with the awesome cold-brew creation and deconstruct, pitch us your most creative execution.


Structure 5: Contrasts

Instagram Stories is a unique format enabling you to get creative by splitting the screen and Chameleon Cold-Brew is a flexible product that can adapt to any situation. Hot or Iced, Morning or All Day, Sweet or Bold. Be creative and over the three segments illustrate Chameleon’s versatility by depicting contrast by splitting the screen, be it horizontal, vertical, diagonal, or your own unique composition.


Structure 6: Know Better?

If you believe you have a more inventive structure you are free to pitch that as well, but be specific and make sure your pitch utilizes the creative frameworks available on Instagram Stories. 


Although the foundation has been laid down, we want you to flex your creativity here, add some flare and blow these out further. Please reference the “IG Ads in Stories” slideshow in the Assets tab to see how brands have successfully used the different creative frameworks. 


Filmmakers: You are required to submit a Treatment with a mood board/style board with your Pitch that conveys the thematic design idea for the overall suites. You will also be required to submit your food/beverage stylist’s previous work to help the Sponsor get a better sense of how you plan to style the product and food in your videos.


Please be sure to check out the Brand Guidelines in the Asset tab to ensure you’re aesthetically hitting the rights marks. In addition to those materials, we’ve include the following Video to give you an idea of the type of Videos we are looking to create in terms of look and feel. 


What You’ll Deliver:


--Key Marketing Messages:


--Target Audience:


--Executional Mandatories:


--Tone: Fun, authentic, honest, original, lighthearted and engaging.


--Exposure: Instagram Stories


Product: The sponsor will provide product to the Pitch Winner. 

Details


This Project will be worth a total of $35,000 and consists of 5 Phases: A Pitch Phase, a Pre-Production Phase, a Video Phase, a Revisions Phase, and an Assets Delivery Phase. Be sure to read the following information carefully as well as the Official Rules.


PHASE 1: PITCH-Submit your Pitch (What is a Pitch Phase?) convincing the Sponsor why you should be selected to execute a Video based on one of the winning Ideas from the previous Phase using:









For your convenience we’ve provided some helpful templates to use at your discretion. They include templates for creating a Treatment, Production Budget, Storyboards, Shot List, Call Sheet, and a Music Cue Sheet.  They can all be accessed here.


The most compelling Pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will receive $15,000 to help create the Video.  Please note the payment of the Pitch award is subject to a payment schedule determined by Tongal. Additionally, upon submitting a Video that satisfies the criteria laid out in your winning Pitch, completing Sponsor notes, providing the necessary release forms, and providing all assets required by the sponsor the Pitch winner will receive a final payment of $20,000. For an example of an effective Pitch, check out The Indie Machines winning “3 Artists & 5,000 LEGOs” Pitch video. All Pitches will remain private until after the winner of the Video Phase is announced and the Project is complete. 


PHASE 2: PRE-PRODUCTION – The Pitch Winner from the Pitch Phase will enter the Pre-Production Phase (What is a Pre-Production Phase?). During this phase, filmmakers will need to receive the following Approvals from the brand: 



No filmmakers may begin shooting their Video until all Approvals are completed and the Video Phase has officially begun. If you begin shooting your Video during the Pre-Production Phase before you have received final approval, there is a chance you will need to reshoot (at your own expense).


PHASE 3: VIDEO – Once the Pre-Production Phase is complete, the Pitch Winner will create 9 videos, up to 15 seconds each, 3 videos per Story, based upon their winning Pitch. 


--Video Phase Payout: Upon submitting a Video that satisfies the criteria laid out in your winning Pitch, completing Sponsor notes, providing the necessary release forms, and providing all assets required by the sponsor the Pitch winner will receive a final payment of $20,000.


--Music:  Tongal has partnered with three premiere music providers: Jingle Punks, Killer Tracks and Epidemic Sound, any of which can be used to source music for your Video submission to this Project. Music from these providers is available to registered Tongal members at no charge solely for their incorporation into Submissions to this Project and will not require a separate Music Release Form. To learn more about using each of these music providers, click on any of the provider’s names above. 


Tongal members interested in a more customized music solution for your project are invited to connect with our partner Score A Score. Email a brief description of your project (timing, creative, budget, etc.), along with any specific music direction and/or references to their creative team at music@scoreascore.com and include “Tongal Project - Your Name” in the subject line.  Their creative team will be in touch within a few minutes to discuss the simple process and options with you. Please note that you will be responsible for the fees associated with using Score A Score. 


If you are selected as a winner and choose to use custom/original music, you must fill out and submit our Music Release Form. If you obtain music from third-party catalog providers, you must purchase the appropriate license at your own expense and submit it with your license purchase receipt when you turn in your Video paperwork.


PHASE 4: REVISIONS – Once the Video Phase has closed, the winning submitters will enter the Revisions Phase (What is a Revisions Phase?). During this phase, filmmakers will perform reasonable edits on their Videos according to the Sponsor’s feedback. 


PHASE 5: ASSETS DELIVERY - You must also provide all project files, editing sequences and a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec in order to submit final payment. You will be responsible for the costs associated the hard drive (if necessary) and shipping.


For Tongal’s file delivery specs and any other questions you may have about post production please click here.



Requirements


GENERAL REQUIREMENTS:

1. Each of the nine (9) Videos MUST not exceed 15 seconds in length. Preferred format for upload to the Tongal website is HD 720p 9x16. Acceptable file formats are .mov, .avi, .mp4, .wmv. Acceptable codecs are H.264 (MP4), MPEG-4, H.263, MPGV, WMV, DivX. Should you win, 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, winning Video creators MUST also provide Talent, Location, Music (or other) Releases for all assets appearing in their winning 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 prize.


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.