Global health food giant Danone wants your Big Ideas to create a BRAND VISION VIDEO to support their most ambitious positioning campaign to date.  We also want you to give your video concept a Tagline or hook.  Your Tagline should fit your video, but also be usable as a rallying cry for Danone’s vision.  This is your chance to make your mark – to create the modern-day equivalent of Apple’s famous “1984” ad -- or even surpass it!

 

The vision they are seeking to establish follows directly from work they have been doing since the company was founded.  Today, Danone’s 100,000+ employees are still dedicated to this unique mission: 

 

Bringing health through food to as many people as possible.

 

However, Danone recognizes that our current food system is broken – and without significant changes – unsustainable. They realize that too many people have lost the vital emotional (and rational) connections between good nutrition and the global ecosystem which provide natural food.  

 

But Danone also knows that a steadily increasing core of thoughtful, compassionate people – many of them younger -- have grasped the crucial interdependency between a healthy planet, healthy food, and our humanity.

 

Danone wants to engage and amplify the voices of these people --  who “think” with both their heads and their hearts, who have recognized that they are not obliged to accept the status quo.  Danone recognizes that these people have shown the world that it is possible to “say no” in a positive way, and that this empowers everyone to act for an alternative and sustainable solution.

 

DANONE’S DECLARATION

 

Given that context, this is the DECLARATION that Danone wants you to base your Big Ideas for the Brand Vision Video and Taglines on:

 

We are all connected. 

 

Not just to each other, but to the planet itself, which sustains and nourishes all of us. And we know that every choice we make can have a global impact. 

 

So, each time we eat and drink we have the power of choice: the power to choose for our own health, and for the health of the world around us.

 

When we make our choices, we create the world we want to live in. A better world. A healthier world. A world we’re proud to bestow upon future generations.  

 

And the cycle starts anew.

 

Danone.

 

THINK BIG – THINK GLOBAL – THINK WORLD-CHANGING

 

As you may have gathered from the elevated tone of this brief, we’re not looking for you to be modest.  What Danone wants most is to launch this movement with the kind of video that will get people thinking, talking, texting, sharing, and most of all, doing.   

 

These are a few classic videos that have launched movements – or, at the very least, profoundly altered the public’s perception of a brand and its mission:

 

Procter & Gamble

“Thank You Mom” https://www.youtube.com/watch?v=1SwFso7NeuA

Always 

“Like A Girl” https://www.youtube.com/watch?v=XjJQBjWYDTs

Apple 

“Think Different” https://www.youtube.com/watch?v=nmwXdGm89Tk
“1984” https://www.youtube.com/watch?v=2zfqw8nhUwA

H&M 

“The Only Rule Is To Recycle” https://www.youtube.com/watch?v=s4xnyr2mCuI

Reebok 

“Be More Human" https://www.youtube.com/watch?v=UDb-7DY3CjU

 

Dig in to the DECLARATION Danone has shared here.  Read the brief a couple times, then sit back and give us your best Big Ideas and Taglines that have what it takes to not only gain marketing immortality – but to also change the world. 

 

More About Danone

 

“Danone” -- depending on where you live, you may or may not be familiar with that name.  But most of the world – 140 countries across the globe - is familiar with one or more of Danone’s iconic brands.

 

For those of you in the U.S., you will likely recognize at least the sound of their name – that’s because Danone is the parent company for Dannon Yogurt.  Across the world, Danone is a leader within four distinct product lines:

 

• Dairy – Danone is the number one brand in dairy products (including yogurt!) worldwide
• Early Life Nutrition – Food for the little ones: Danone is number 2 worldwide with brands like Aptamil and Nutrilon
• Waters – Danone is the #2 provider worldwide with brands like Evian, Mizone, and Aqua Total
• Medical Nutrition – Danone leads in Europe with brands like Fortimel and Nutrison.

 

Here’s the key: Danone is NOT just a yogurt company!! So do not think of them as such for this project.

 

Truly Global: Danone’s global reach is expressed not only by their presence in 140 countries, but also by the fact that more than 50% of their sales are currently made in emerging markets.

 

 And their mission has been reflected in their business actions – which is why the Danone product portfolio today is 100% health-focused – unique in the food industry.  

 

Homework is encouraged.  This is a great video briefly covering Danone’s brands and mission around the world.  Please give it a couple viewings – and feel free to dig in deeper on your own.  The Wikipedia page on Danone is also a great resource.  Additionally, on the Assets tab, we have included the company manifesto and a corporate presentation. The presentation is for those wishing to do a deeper dive.  Dig in and learn as much as you can!

IMPORTANT NOTES:  

• Ideas previously submitted for the Danone Tagline and Concept Project have been fully considered and have helped to bring us to this project.  Please do not resubmit ideas from that project.  Thanks!
• Remember that Danone wants your Big Ideas & Taglines to be motivating and to work at both an individual and collective level. As their manifesto suggests (please see Assets Tab for more info), Danone recognizes that any movement they create will be built one person – one choice – at a time – which is why choice is a key component of the creative here.  Please describe your Big Idea for the video as thoroughly as you can within the 500 word limit.  And make sure your tagline fits your video idea.  Make it something people will want to know more about if they hear or see it in passing!

Please closely read (and re-read!) the declaration below and use it as the basis for your Big Ideas (yep, it was in the Background, too):

 

We are all connected. Not just to each other, but to the planet itself, which sustains and nourishes all of us. And we know that every choice we make can have a global impact. 

 

So, each time we eat and drink we have the power of choice: the power to choose for our own health, and for the health of the world around us.

 

When we make our choices, we create the world we want to live in. A better world. A healthier world. A world we’re proud to bestow upon future generations.  

 

And the cycle starts anew.

 

Danone.

 

CREATIVE KEYS:

 

--Target Audience:  Planet Earth with a focus on Millenials.

 

--Executional Mandatories: Think big. REALLY big.

 

--Tone: Resolute, empowering, uplifting, game-changing, joyful, human, proximate, modern.

 

--Exposure: Planet earth.

This Project will be worth a total of $3000 and consists of 1 Phase -- a Big Idea  and Tagline Phase. Be sure to read the following information carefully as well as the Official Rules.

 

PHASE 1: BIG IDEA & TAGLINE – Tell us your Big Idea and your associated Tagline for the Danone Brand Video.

• Text (REQUIRED): 500 characters or less that conveys your Big Idea of the Brand Vision video.
• Text (REQUIRED): 140 characters or less providing a Tagline for your Big Idea.

 

The three winning Video Idea & Tagline creators will receive $1000 each.

 

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, 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.

 

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. Video Ideas and Taglines must be in the English language.

 

8. Limit 5 submissions per member, per Phase.

 

9. You must be at least thirteen (13) years or older to enter.

10. In the event that fewer than 100 Taglines and Concepts are received, the Sponsor reserves the right to repost the contest for up to fourteen (14) days at their discretion.

11. 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.

Assets