Each day brings a new set of adventures and challenges, boxes to check and goals to be completed. And each of those activities helps us grow, explore, and discover what makes us, well, us. But to stay engaged in everything we do, we need help. It might be the whole day ahead or some specific activities to come, but sometimes something a simple as a drink can help us go into these situations energized, ready, and present – and that’s where Chameleon Cold-Brew comes in.

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. Their coffee is for the dreamers and do-ers; those powered by their cold-brew buzz to make the most out of every day. Available in either a 10 oz ready-to-enjoy flavor for when you’re on the go, or 32 oz bottles of cold-brew concentrate to customize your drinks at home, Chameleon is the perfect companion for any occasion. 

Here’s where we need your help, Tongalers. We’re turning to you to create 5 social Videos that highlight key occasions when Chameleon Cold-Brew can be enjoyed. We’ve already done some of the creative thinking for you and selected the 5 occasions which each Video should highlight. Each Video should highlight ONE occasion. It's incredibly important that the aesthetic follow suit of the previous spots we've created -- light, bright, and airy. Simplicity is key. Check it out here.

Now get caffeinated and read on to the Objective section for more important details on this project.

The goal of this project is to produce five (5) engaging and relatable :15 - second social  Videos, each with a :06-second cut down and still images, that highlight key occasions to drink Chameleon Cold-Brew. All of your Videos should be optimized for Instagram, as that will be the primary platform that Chameleon Cold-Brew will use - check out the best practices in the Asset tab. Your :06 - second cut-downs will be utilized on Instagram as well as Facebook.

It’s important to the brand that these have really cohesive structure across the suite  — each Video should follow a similar framework that makes them feel like they are each a piece of the same collection — ie. set up, occasion, drinking shot, resolution. Please include your take on this structure in your Pitch treatment. In addition, it's equally as important that your creative treatments call out how you're going to use text to help drive the story. As these Videos are social first, it's imperative that you explain how text and graphics will be creatively integrated into your Videos.

Once you come up with the general template for the occasions, think how your video would communicate that Chameleon provides the fuel that allows you to stay energized, ready, and present throughout the day, rather than peaking and crashing. Chameleon consumers hope to leave the world a little bit better than they found it – whether that’s a big impact or small one – while striving to balance feeling productive and accomplished with not burning out. Fortunately, that’s where Chameleon can help out.

 

Regarding the occasions, we've got you covered, as the occasions which your Videos should highlight have already been selected. Each Video should highlight one of the key occasions listed below, and your Pitch should include the overall creative template for all 5 Videos. Keep in mind, these are the general foundation for the creative, so please explain how you would blow this out in your Pitch. If you have additional occasions you'd like to highlight, feel free to include those in your treatment. Please note, all of these occasions need to feel relatable, authentic, and appeal to a broader audience.

• Commute -- The commute is a prime moment to drink your cold-brew coffee. Showcase different ways people get to work - whether it be walking, riding their bike, stepping into a crowded subway, stepping off a ferry, etc - with Chameleon Cold-Brew being the constant. 
• Passion Project -- Before or after work is when the real work begins. Showcase how Chameleon Cold-Brew as the perfect drink to help fuel your passion project outside of work, giving you the energy you need to do what really fulfills you.
• Road Trip -- Road trips can be exhausting. Whether you're heading out on the road to visit family, or just to explore the open road, show how Chameleon - Cold Brew is the perfect companion to give you the energy to keep going. 
• Relaxation -- Life is busy! Showcase how you would take a moment to sit back, relax, and enjoy a Chameleon - Cold Brew. 
• Adventure -- Whether it be hiking, camping, showcase howChameleon Cold-Brew is a convenient and delicious way to give you sustained energy to keep up the adventure.  

Please be sure to check out the brand guidelines and mood boards in the Asset tab to ensure you’re aesthetically hitting the rights marks. In addition to those materials, be sure to check out these awesome Videos here and here to get an idea of how these Videos should look and feel. Think light, bright, and clean.

--Key Marketing Messages:

• Chameleon Cold-Brew provides the fuel for to keep your fire lit, enabling you to accomplish everything in your day while still having enough to give to others.
• Chameleon Cold-Brew is Made for Makers—those who seek to make their mark and are consistently growing and discovering through life experiences. 

--Target Audience:

• Coffee enthusiasts who enjoy experimenting with different types and flavors of coffee. They are health-conscious; willing to pay more for organic. Higher education and income. 
• Chameleon’s target audience wants to leave a positive impact on their life and the lives of others, using experiences along the way to enhance their life and explore who they really are. 
• Should appeal to both women and men

--Executional Mandatories:

• Videos should highlight the 10 oz ready-to-enjoy product or the 32 oz bottle of concentrate
• Focus should be on the convenience of ready-to-drink products or the versatility/customizability of the concentrate products
• Ready-to-drink flavors can be consumed straight out of the bottle or mixed with milk
• Concentrate should always be mixed. When preparing concentrate, recommended mixing is 1:1 concentrate and either water or milk/nut milk
• Product should never be shown with packaged/processed food
• Ice cubes don’t need to be used but should be big 1” square cubes, if shown

--Tone: Fun, authentic, honest, original, lighthearted, engaging, and relatable in a “oh that’s totally me” kind of way. 

--Exposure: Facebook, YouTube, Instagram

End Card: It will be either an intro or an end card. Use motion graphic to drive the story in a dynamic way.

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

Facebook Best Practices

• Design tight stories that answer the questions: “What is it?” “Why would the audience care?” and “Why would the audience share?”  Usually these are the three answers…
• “Oh that’s so me” – the video is relatable.
• This video made the viewer feel something, and they want to share the emotional gift.
• Resonates with a belief of the viewer.  This video explains it better than they could.

• The first few seconds are the most important so consider leading with a hook, or telling your story in a non-linear manner.The introduction to the video is critical, and slow builds do not work in the Facebook platform. You might also consider using a "Trailer" approach with 2-3 lines of copy up front to frame/present the video.

• Don’t Bury the Lead. Introduce the brand in the first 3 seconds, however the brand should be introduced cleverly and NOT via a standard product beauty shot.

• Storytelling needs to be driven by visuals so you should be able to convey the important parts of the story without relying on sound at all. Tell visually engaging stories, and try to give your video a constant rhythm. Use text graphics, new frames, characters and settings to move the story forward. It is recommended that something visual happens every 3-5 seconds.

• Shoot your Video with a 1:1 square aspect ratio in mind. Don’t put yourself in a position where you’re cropping out important visuals in post-production because you shot in 16:9 or widescreen. Embrace the format.

• Use a Call-to-Action to invite people to a website or follow a hashtag.

• Review your edits on a mobile device.You really need to do this because 90% or more of the audience will be viewing your video on their phone.

This Project will be worth a total of $26,250 and consists of 4 Phases: A Pitch Phase, a Pre-Production Phase, a Video Phase and a Revisions Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: Pitch Phase: 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: 

• Text (REQUIRED): 500 characters or less synopsizing how you plan to approach and execute this Video.
• Moodboard/StyleBoard (REQUIRED): A visual tool that helps communicate the overall thematic design of your Videos. This can be a collection of textures, images, descriptive words - anything that helps evoke your intended style for the 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. If it's helpful we have a template that you can use for your treatment which you can find here.
• Beverage Stylist  (REQUIRED): This project requires Beverage Stylist Approval before filmmakers move onto the Video Phase. You must submit your planned Stylist with your Pitch submission. Once chosen as a Pitch Winner, the brand 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.
• Headshots/Casting Boards (Optional): Casting notes or concepts, headshots of actors, etc. 
• 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, animatic, etc. are welcome.   

The most compelling Pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will receive $11,250 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 $15,000. 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: 

• VISUAL TREATMENT: Illustrate your Videos using series of photos and/or drawings with corresponding dialogue and text under each image. This should be an expansion of your treatment. 

• HEADSHOT – This project requires Headshot Approval before filmmakers move onto the Video Phase. You must submit at least two actor options per role. If the brand does not approve either of your options for a role, you may be asked to submit two new actor options.

• LOCATION - This project requires Location Approval before filmmakers move onto the Video Phase. This means you will need to submit multiple images of your primary filming. The brand may provide feedback on your location and ask you to submit additional photos or to find a new location and submit images for that. 

• WARDROBE - This project requires Wardrobe Approval before filmmakers move onto the Video Phase. You will need to submit descriptions and/or pictures of your cast’s wardrobe. You must submit at least two wardrobe options per role. If the brand does not approve either of your options for a role, you may be asked to submit two new wardrobe options.

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 5 :15-second Videos based on their winning Pitch. 

NOTE: The 5 :15-second videos, 5 :06 –second cut-downs, and still images are all due at the close of the Video Phase. Please upload them as separate videos when submitting your Videos. 

--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 $15,000.

--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.

1. The Video MUST not exceed :15-seconds in length. 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 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.