Due to the influence of COVID-19, it’s become difficult to meet family and friends, especially for those who live far away from home. Black Label wants to depict how Black Label and Sapporo Premium can be a bridge between North Americans living in Japan and their loved ones back home. So the goal of this project is to show that through a docu-style :30 English-language video, capturing an authentically Japanese experience.
While Sapporo is well known and distributes its products in North America, its Black Label beer (localized in North America as Sapporo Premium) has different packaging and is named differently from its Japanese counterpart. This hinders North American consumers from making the connection between the two beers. Your docu-style video should help Sapporo promote its Black Label beer to North Americans living in Japan by showing how Sapporo Black Label is the key to bridging what they are familiar with back home (Sapporo Premium) with their new experiences. Your video should also show the role of Sapporo Black Label in helping North American consumers find balance living in Japan.
In addition to the :30, Sapporo also wants you to create a longer director's cut of that video, up to 2:00, along with a written director's statement expressing the core creative idea/backstage story reflection of this production. Your video and statement should talk about the unique process of creating content for Black Label on Tongal during this time and about your experience on the project. This will be published on the brand content website along with the other deliverables.
DELIVERABLES:
- :30 video (16x9)
- Up to 2:00 director’s cut (16x9)
- Director's statement (written)
- Five still images
- 2D End Card
EXPOSURE:
- The videos will be published on Sapporo owned media and distributed via Outbrain, YouTube, Zefr, and Teads.
- Distribution Targets: English consumers in Japan + Travel/Japan enthusiasts in the US
TARGET AUDIENCE:
- North Americans living in Japan - individuals who are curious and love culture and adventure. They may know Sapporo Premium, but not Black Label. They have enjoyed Sapporo Premium (the #1 selling beer imported to North America) at home in the US and now they find Black Label, the root of Sapporo Premium, in their new home in Japan (product could be found in convenience stores, grocery stores, vending machines, bars, and restaurants).
- Please keep in mind that the drinking age in Japan is 20 and that they have different policies for alcohol consumption.
TONE:
- Authentic, on-brand, dramatic, surprising, thoughtful, and engaging.
EXECUTIONAL MANDATORIES:
- While a documentary style is preferred, the client is open to other styles as well. The client is not looking for animated takes.
- Ideally, we're looking for someone who can shoot this in Japan so that we ensure authenticity to Japanese culture and location, but if you have creative ideas on portraying a post-covid lifestyle without needing to shoot in Japan, we're open to hearing them.
- This video should be in English.
- Depiction of Sapporo Black Label (Japanese version) is mandatory, the depiction of Sapporo Premium (Western version) is optional.
- Avoid using stock footage.
- Please include at least 1 scene to represent “Japan-ness” in daily life.
- There is no preferred gender for the main character.
- Do not show or reference minors consuming alcohol (actors must be and appear 25 years of age or older).
- Talent in videos must be 25 years or older and must reasonably appear to be over the age of 25. Proof of ID must be documented.
- Do not show or reference animals consuming alcohol.
- Product and logo need to be shown, but there is no need to make a “display cut.”
- Do not show or reference other brands.
- Your videos must include legal disclaimers (it will be provided by the client).
- Avoid crowded spaces such as restaurants. Create a scene fitting to the lifestyle after COVID-19
- Please be mindful of government rules before and during your shoot and make sure your on-set protocols are up to date.
- Avoid long-distance traveling and shooting with a large group.
NOTE: Our priority is ensuring everyone's safety, so please review our COVID-19 Production Safety Guide and check federal, state, and local rules before and during your shoot to make sure your on-set protocols are up to date. We’re working hard to keep people working during this extraordinary time, and our advice here is to make sure your submission is executable while also ensuring everyone's safety.
We're running this project a bit differently, so if you are interested in learning more and pitching on this project, submit a short synopsis and your past work in the Pre-Pitch Phase. Filmmakers that demonstrate they have the production capabilities to produce a video in Japan will receive additional information to help craft their pitch for the next phase. Note, however, that the Pitch Phase will still be open for anyone to submit a full pitch, even if they missed the Pre-Pitch Phase.
PRE-PITCH PHASE:
In order to be considered for the Pitch Phase, you must include the below materials in your Pre-Pitch Submission. The Pre-Pitch Phase gives filmmakers the opportunity to submit a 500-character synopsis of their creative vision for the final Videos, confirm their availability for production, and submit samples of previous work. It’s your chance to raise your hand and say, “Hey, I’m available and I have this opportunity and want to learn more!”
- TEXT (REQUIRED): 500 characters or less synopsizing why you are interested in and think you could be a great fit for this project.
- 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.
PITCH PHASE:
If selected to move forward to the Pitch Phase, you must include the below materials in your pitch submission. For examples of effective pitches, check out this gallery.
- TEXT (REQUIRED): 500 characters or less synopsizing how you plan to approach and execute this video.
- 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 to you, we've provided a treatment template, which you can find here.
- 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.
- LOCATION (Optional): Examples of the locations where you would film.
- 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, animatics, etc. are welcome. For some examples of effective pitch videos, check out this gallery. All pitches will remain private until after the sponsor gives creators the green light to move forward.