WHAT IS 5G?
5G stands for “fifth generation” of wireless network technology. It works at higher frequencies than its predecessors, resulting in greater bandwidth and faster data transfer. This creates opportunity for quicker downloads, smoother streaming, and more responsive and reliable online experiences, even in spots with high network traffic.
5G can deliver speeds up to 20 Gbps in ideal conditions, and that’s nearly 200 times faster than the 4G network. Your location, network provider, and device capabilities all influence that rate, but significant improvements in speed and performance can be expected from 5G in everyday scenarios. 5G networks can be built in different ways from multiple bands of wavelength spectrum (also known as radio frequencies) to carry information through the air: low-band, mid-band, and high-band. T-Mobile built a 5G network using dedicated 5G frequencies, and other carriers can’t match their nationwide coverage. Plus, with their Ultra Capacity 5G, they're amping up performance—bringing faster 5G speeds to more places across the country.
HELPFUL REFERENCE VIDEOS FOR INSPIRATION/TONE: The following are current videos on T-Mobile's YouTube Channel that do a nice job exploring and explaining the 5G Network, though we are looking for your videos to be more engaging and entertaining, and also feel like a cohesive series.
T-Mobile is America’s largest and fastest 5G cellular network, and with more 5G network awards than any other carrier they are the leader in 5G coverage and speed... which sounds great and all, but... can someone explain what 5G actually means? And how exactly does T-Mobile's 5G differ from someone else's? How does cell service even work? So many questions... but T-Mobile has answers! See, the way cellular networks operate is a complicated subject, and so are a lot of everyday phone issues, but they're not anything a good explainer video can't address. T-Mobile wants to become a source of knowledge for their users and help them understand some of the more challenging questions, while also troubleshooting some common problems. With that in in mind, they want to produce a straightforward but compelling YouTube series that can simplify these topics and educate viewers.
The goal of this project is to create the first pilot episodes of the video series: three different episodes, each roughly 2 minutes, and all focused on the topic of T-Mobile's Cellular Network and how it operates. One particular creative angle that's appealing is approaching these videos in a manner similar to the popular subreddit/meme "Explain like I'm 5," where someone breaks down a complex topic using simple, clear language, as if talking to a five year old. That would mean you're breaking down topics into their component parts, with digestible explanations that are visually engaging. It doesn't usually involve an actual 5 year old, so we're not necessarily suggesting that here.
The first episode will answer "What is 5G and how does it work?," and the second episode will cover "How does cellular service work?," but T-Mobile hasn't decided on a topic for the third episode yet. If you have an idea for the third episode that involves the subject of cellular networks, feel free to include it in your treatment. In success, there's the potential to turn this into an ongoing series, covering a wider range of topics, but we need to start by developing the format.
In terms of execution, the style of these videos is entirely up to you, which means we are open to seeing live action and animation executions. All three episodes should have a common theme, but that does not mean you have to use the same host for each episode, we would actually prefer for there to be a separate, diverse host per video, or you can choose to not even have a host if your creative approach works better without one. Consider different ways that you can make each episode feel like apart of the same series, such as including consistent motion graphics throughout the video or having the same intro and outro for each video. You'll want to make sure your format can hold viewers attention, even as you go deeper into the explanations. Consider video series like Kurzgesagt, TedEd or even Mr. Wizard, which take complicated subjects and breaks them down in visually captivating formats.
T-Mobile will provide the basic information and research for each episode, though it will be up to your team to create the scripts for each video. Each episode will also need to have a thumbnail created using a still frame from the video and have text included, they should all have a clean aesthetic and fit with the current T-Mobile thumbnail style. You will also need to provide a Spanish audio file for each episode, so each final episode will require script translations and a Spanish voiceover artist. Keep in mind that T-Mobile is proud of it's magenta color and their un-carrier culture, so you should think of ways to creatively bring in T-Mobile branding in tactful ways - colors, logo iconography, etc. - through production design or motion graphics.
Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.
DELIVERABLES: There will be 15 total assets.
EXPECTED TIMELINE: 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:
EXECUTIONAL MANDATORIES:
By participating in this project, creators acknowledge that the Sponsor is under no obligation to greenlight a submission. Though most projects do move forward, we'll notify you in the event the Sponsor decides not to fund any submissions via the Project Forum. Regardless of the result, all submissions will be reviewed and evaluated by the Sponsor and project team.
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.