Fire is getting faster. Yes, true, that sounds like a line from some fantasy novel about magical flames, but it’s the very real truth that most people are completely unaware of. You might worry about fire safety from time to time, but most consumers don’t have any sense of urgency about it, and there’s actually a bigger fire safety threat in your home today than there was 50 years ago. Grandpa’s old couch may be full of wood, memory, and down feathers, but it burns many times slower than your fancy modern couch full of synthetic materials and hydrocarbons like polyurethane. Used to be that you had 17 minutes to get out of your home if it caught fire, but now most people have just three minutes. Woah.

This revelation is the result of UL’s work. You might not think of UL beyond the mark on your lamp cord, but no other company is doing more to keep you safe. UL is a global independent safety science company with over a century of expertise innovating safety solutions. They certify, validate, test, verify, inspect, audit, advise and educate across countless categories – providing knowledge and expertise to safeguard people, products and places in important ways, promoting both safe living, and working, environments. Here, we’re focusing on education, with a true PSA for the public.

UL wants you to help explore this key theme, that “Fire is getting faster,” to build awareness of the issue and help educate people on how modern fires are different, and what they can do to prepare. Not only that, to make sure that the message really gets across, they want to do it with an animated stop-motion music video. 

 

Check out more details on this exciting project below!

The goal of this project is to create an entertaining and informative 60 to 90-second animated stop-motion music Video that will explore the theme that “fire is getting faster” and educate people about modern fire safety. UL wants you to create something that is truly unique and memorable so that viewers will share the Video and organically spread the informative message to as many people as possible.

If this is to be musical, that means that this will require lyrics, so, songwriters, this is where you come in. Lyrics should be clever and creative, and can be a little edgy, without ever becoming inappropriate for younger audiences. We need to communicate serious subject matter through music in a way that is catchy, sticky and highly memorable. It must be easy to sing along to if it’s likely to be shared. Additionally, it’s important that Fire is never personified – i.e., given a personality, or turned into a character, as this contributes to fear and poor understanding of how fire actually behaves. Beyond that, they are open to creative interpretations of any other element in your piece. Also, though the key theme is "Fire is Getting Faster,” they are open to titling the campaign/video based your lyrical contributions, so you need not be chained to that.

Once we have lyrics and a song, UL will be looking for a unique animation style that incorporates mixed media and stop-motion animation. They are especially interested in showing fire, burning, and flammable materials, in addition to actual remnants from a fire like ashes, etc. That gives you a lot of opportunity for creative interpretation, so unbox your imagination here and find something really interesting that will work with the lyrics.

Check out these examples below as inspiration – they’re original and very engaging, and both the animation and lyrics live in the same tonal space that your Video should:

• Metro Trains Melbourne’s "Dumb Ways to Die" Campaign
• Kacey Musgrave’s "Biscuits" Music Video

--What Songwriters need to know:

• We’re looking for a video up to 90 seconds, so your lyrics should be no longer than 1-2 pages long.
• Please use the lyric space to give a short summary of your lyrics and then upload your lyrics (PDF format) in the script prompt.
• If you wish, you will also have the option to attach a file with a melody or demo of your song.
• If your Lyrics are selected, you should expect to do some revisions with the brand afterwards.
• Although we are focused primarily on driving home the core message of Fire is Getting Faster – we have several misconceptions/facts that the lyrics should address:

• [People Think --> People Should Know]
  • Fire has always burned the same way --> Fire is getting faster
  • Fire burns the same everywhere --> Fire thrives in crowded environments
  • Fire has a mind of its own --> Fire is a predictable element
  • Fire cannot be controlled --> Fire can be controlled
  • Air blows fire out --> Air flow in homes feeds fire
  • All you can do is ’stop, drop, and roll’ --> You can prepare for a fire
• What people can do:
  • Close bedroom doors at night/keep windows closed: this takeaway is most important to UL, as most people aren’t aware how important it is.
  • Install and maintain fire alarms
  • Make an escape plan
• Additional data points to help support lyrics [not verbatim or mandatory]:
  • Because of changes in modern fuels found in homes, occupants have only a few minutes to escape their home.
  • The temperature difference between an open and closed bedroom door can be dramatic. Temperatures in open bedrooms can soar near 1000 degrees, while temperatures in a closed bedroom could be near 100 degrees at the same time.
  • Even if you can escape the heat, you could still perish from lack of oxygen. In open bedrooms, oxygen levels run as low as 8%, as opposed to 18% in a closed bedroom
  • If you do have a fire in your house and the door is shut between where you are and the fire, the toxic smoke levels are reduced, the oxygen levels improve, and the heat from the fire is dramatically reduced in the room you are in
  • Modern Homes reach "flashover" 8x faster than homes built 50 years ago
  • In less than 3 minutes, a house-fire can become uncontrollable
  • A house fire is reported every 65 seconds.
  • Someone dies in a house fire every 2 hours and 42 minutes
  • Most fatal fires happen in the middle of the night while you’re sleeping
• Additional research sites:
  • http://www.firefighternation.com/article/strategy-and-tactics/anti-ventilation-tactics-fireground
  • http://www.fireengineering.com/articles/2014/01/ventilation-limited-fire-keeping-it-rich-and-other-tactics-based-off-science.html
  • http://www.greenmaltese.com/2015/12/20/a-closed-door-saves-two-firefighters-from-a-flashover/

--What Filmmakers need to know:

• Your Pitch submissions should include prospective vocalists and prospective composers, and you have the option to attach a sample of both your vocalist’s and your composer’s work, or a sample recording of the song itself.
• You have the option to include a rough demo of your animation approach with your Pitch Video.
• There will be two rounds of editorial feedback after your first-cut is turned in.
• These videos are designed to run on digital channels, so you should look to create something that is visually captivating and designed to work even without sound. Your Video should carry communicate its core message as much through cinematography, editing and filmic devices, as in the lyrics and whatever narrative we may hear. As helpful guidance, you should consider the following best practices when crafting your ideas / treatments:
  • 85% of Facebook video is watched without sound, so you should be able to convey the important parts of the story without relying on sonic devices at all.
  • 3…2…1… that’s how much time you have to grab someone’s attention or create what Facebook calls “Thumb-stopping creative.” This means leading with striking imagery that will catch a person’s eye from the very beginning.
  • Use on-screen text where appropriate to capture the audience’s attention and contextualize what they’re about to see. Don’t be afraid to use lots of bold on-screen text if it makes sense, but deploy it in a creative way – more than white text in the lower third.

PRE-PRODUCTION NOTE: This project includes a Pre-Production Phase (What is a Pre-Production Phase?). In this case, though you are already submitting prospective vocalists and prospective composers in the Pitch Phase, there will be Vocalist Approval & Notes, Composer Approval & Notes, and Script Approval & Notes before moving onto the Video Phase.

• VOCALIST  – After submitting your prospective Vocalist(s) in the Pitch Phase, the brand will make selections or give final approval, and you should expect feedback on your Vocalist(s)’s approach to the song. If your Pitch is selected but the brand does not approve your Vocalist, you may be required to provide new Vocalist options.
• COMPOSER - After submitting your prospective Composer(s) in the Pitch Phase, the brand will make selections or give final approval, and you should expect feedback on their approach to the song. If your Pitch is selected but the brand does not approve your Composer, you may be required to provide new Vocalist options.
• SCRIPT APPROVAL – Though Lyrics will be provided before you pitch, you will be required to submit a script that lays out the visuals and actions that will accompany the lyrics, and make adjustments on those lyrics if necessary.

IMPORTANT: You may not begin shooting your Video until all Approvals are completed and the Video Phase has officially begun. If you begin shooting your Video during the Pre-Production Phase, there is a chance you will need to reshoot (at your own expense) so please don’t jump the gun. If you’re selected as a Pitch Winner, a Tongal producer will email you to help walk you through the Pre-Production and Approvals process.

--Anticipated Timeline: 

• Pitch winners selected by UL: August 11
• Pre-Production: August 11 - August 19
• Video Phase: August 19 - September 16
• First Cut Videos Delivered to UL: September 16
• Editorial Feedback from UL due: September 20
• Revised Videos Delivered to UL: September 26
• Add’l Editorial Feedback from UL due: September 28
• Revised Videos delivered for Final Tweaks & Edits: October 3
• Final Tweaks & Edits Done: October 3-4
• Final Revised Videos Delivered to UL: October 4

 

--Key Marketing Messages: Although focused primarily on driving home the core message of “Fire is Getting Faster,” people should know:

• Fire thrives in crowded environments
• Fire is a predictable element
• Fire can be controlled
• Air flow in homes feeds fire
• And, importantly, you can prepare for a fire by:
• Installing and maintaining fire alarms
• Closing the bedroom doors at night & keeping windows closed
• Making an escape plan

 

--Executional Mandatories:

• It is crucial that fire is never personified – i.e., given a personality, or turned into a character, as this contributes to fear and poor understanding of how fire actually behaves. They are open to creative interpretations of any other element though.
• This is a true PSA, first and foremost, so attribution should not be obvious and up front – it can happen subtly at the end.

 

--Target Audience:

• Households with children 12-18; only 75% have a fire safety plan
• Households with children under 12; 61% have a fire safety plan
• Household without children; 56% have a fire safety plan
• Firefighters/stations; promoters of fire safety

--Tone: The lyrics should be clever and creative, and can be a little edgy, without ever becoming inappropriate for younger audiences. We need to communicate serious subject matter through music in a way that is catchy, sticky and highly memorable. It must be easy to sing along to if it’s likely to be shared. The Video should also feel engaging, fun, trustworthy, and honest. Visually, they will be looking for a unique animation style that incorporates mixed media and stop-motion animation. Again, these examples below live in the same tonal space that your Video should, so take note for inspiration.

• Metro Trains Melbourne’s "Dumb Ways to Die" Campaign
• Kacey Musgrave’s "Biscuits" Music Video

 

--Endframe Call to Action: UL branding (logo, assets etc.) will be provided, but they would like to see creative ideas for endframes and a call-to-action. Once we have a title and hosting platform ascertained for the microsite, more direction on the CTA and language will be provided.

--Exposure:  The content will live on a campaign microsite, and be distributed through social channels and paid media, as well as through PR opportunities.

This project will be worth a total of $28,000 and consists of 3 phases: a Lyric Phase, a Pitch Phase and a Video Phase. Be sure to read the following information carefully as well as the Official Rules.

 

PHASE 1: LYRIC – Send us your lyrics for an up to 90-second song around the central theme of "Fire is Getting Faster." The winning creator will receive $1,500, and should expect to be asked to do some revisions on their Winning lyrics.

 

PHASE 2: PITCH - Submit your pitch (What is a Pitch Phase?) convincing the Sponsor why you should be selected to execute a video based on the winning lyrics from the previous phase using:

• 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.
• Storyboards (Optional): Additional concept art, storyboards, shot list, anything that helps get your point across.
• Pitch Video (Optional): This is your opportunity to show us 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. You may also attach a sample of the animation that you’d want to use for this.
• Vocals or Vocalist Sample (Optional): Though submitting prospective Vocalists is REQUIRED, you may also attach an audio file sample of your potential vocals or Vocalist’s work. This may also just be linked to in your treatment, or in your past work. 
• Composition or Composer Sample (Optional): Though submitting prospective Composers is REQUIRED, you may also attach an audio file sample of your potential composition or your Composer’s work. This may also just be linked to in your treatment, or in your past work. 

 

The most compelling pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will receive $8,500 to help create the video. Additionally, upon submitting a video that satisfies the criteria laid out in your winning pitch, the pitch winner will also be GUARANTEED a winning place in the subsequent video phase. So, if your pitch is selected and you execute your pitch effectively in your video submission, you will win an additional $18,000. 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 3: VIDEO – The winner from the pitch phase will create an up to 90-second video based upon his/her winning pitch.

NOTE: The full 90-second Video is due at the close of the video phase.

--Video Phase Payout: Winner of the video phase will earn the following prize: 1st place $18,000

--Music: Tongal has partnered with three premiere music providers: Audioblocks, 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.

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 other catalog providers, you must purchase the appropriate license at your own expense and submit it with our Music Release Form when you turn in your Video paperwork.

--Referral: Any Tongal member who refers one of the winning video creators in this project using the Tongal “Invite Friends” functionality will receive a referral fee equal up to $500! Check out more about our Referral Program in FAQ.

1. The video MUST not exceed 90 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. In the event that fewer than 50 pitches are received, the Sponsor reserves the right to repost the contest for up to fourteen (14) days at their discretion.

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.