There's no denying it: finding the perfect gift can be hard. With so many options at your fingertips, it can sometimes feel impossible to find the ideal present for everyone on your list. That's why lululemon is launching a new series, "Letters to lululemon," to lend some gifting guidance to their guests this holiday season. 

This series will feature lululemon ambassadors answering letters asking for advice on finding the perfect lululemon gift. Ambassadors will provide insight and highlight lululemon products catered to unique fitness needs that make crossing everyone off your list simple & easy this year. Think of how you might be able to describe lululemon products as the perfect gift for each person on your list, through the cool, trusted voice of lululemon ambassadors, in an engaging and fun way.

We're looking for thumb-stopping and actionable content that both asks and answers those gifting questions. Your pitch will need to combine three key components:

1. Creative templates for 4 weeks of content – how will you tell these stories through the deliverables outlined below? 
2. Unique executions for IG Feed and IG Stories and across @lululemon and @lululemonmen
3. Specific personalities of up to 8 lululemon ambassadors (exact talent TBD by lululemon)

Furthermore, all content will need to be produced in/around the lululemon Lincoln Park store, which includes a workout studio, in the Chicago area. Ambassadors will need to be answering questions, but what happens from there? Do they shop in the lululemon Lincoln Park store? Are they elsewhere on location? Pitch us your plan to make engaging, social-first content that adds value for someone looking for gifting help this holiday season.

 

DELIVERABLES:

• 16 total pieces of video content:
  • 8 IG Story Pieces (4 for @lululemon, 4 for @lululemonmen)
  • 8 IG In-Feed Pieces (4 for @lululemon, 4 for @lululemonmen)
  • Each week will feature 2 ambassadors & specific lululemon products
  • Content for @lululemon should have more of a dual-gender focus, while content for @lululemonmen should be more male-centric
• 32 Photo Stills (2 photos per video asset)

 

TIMELINE: You will need to plan to shoot all content the week of 10/21. The deliverables will then be subject to a rolling delivery schedule throughout October & November to hit specific go-live dates. For the full project timeline please see the Assets section.

 

EXPOSURE:

• Instagram Stories
• Instagram In-Feed
• Be sure to check out @lululemon and @lululemonmen to get a sense of the style & tone of their content
• Please be sure to check out the platform best practices page

 

TARGET AUDIENCE:

• Gift-givers looking for shopping inspiration during the holiday season
• lululemon guests/social audience – men and women 18–34

 

TONE:

• Voice: the cool, trusted friend. Optimistic, energetic, and vibrant
• Bold, Spirited, Real. Emphasis on Spirited – fun, playful, witty, entertaining
• Inspiring, convenient, exciting

 

EXECUTIONAL MANDATORIES: 

• Videos will need to be produced in the lululemon Lincoln Park store in Chicago, IL; editing can be done elsewhere
• Pitches must outline your unique approach to both the IG Stories and IG In-Feed as separate assets. 
• Pitches should also outline (and give examples!) of how your content would vary from @lululemon to @lululemonmen
• Your team is very important on this project! You will need to include a full team breakdown in your pitch, including a wardrobe stylist with experience in the active/athletic wear category, as well as an editor with ample experience creating assets for social
• 32 still assets will be required for this project, so you will also need to have a photographer with experience in exercise/physical photography on set to capture stills, and include that in your budget. 
• Please note that lululemon will source product reviews/social media questions to highlight in the video, but you will be responsible for scripting the narrative in each piece of content
• Please note that talent, wardrobe, and a lululemon store location will be provided and do not need to be considered in your budgets; however, you will need to account for your crew travel & accommodations in your budget (if you are not local to Chicago).

 

OPEN BID: 

• This is an open bid project, so you will get to set your own budget proposal within the $35,000-45,000 range. The Sponsor is interested in seeing tiered pricing options, so please feel free to submit various versions of your pitch at budget, target, and reach price points within that price range.
• By participating in this open bid project, creators acknowledge that the Sponsor is under no obligation to greenlight a bid. Though most open bid projects on our platform do move forward with a greenlit bid, we will notify you in the event the Sponsor decides not to fund any bids via the project forum. Regardless of the result, all open bid submissions will be reviewed and evaluated by the Sponsor and the project team.
• Talent, wardrobe, and a lululemon store location will be provided and do not need to be considered in your budgets.

In order to be considered for this project, 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 these videos.
  
  
• 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 these videos. If it's helpful to you, we've provided a treatment template, which you can find here.
  
  
• BUDGET (REQUIRED): This is an open bid project, so you’ll get to set your overall budget proposal. You can download the budget template here. The Sponsor would like each producer to create 16 videos + 32 still assets with a budget range of $35,000-45,000 total.

• TEAM BREAKDOWN (REQUIRED) : A breakdown of the key members of your crew (DP, director, editor, photographer) and examples of their past work. All photographers and editors MUST have previous work experience in social content. Your photographer should have experience photographing exercise/athletic activity.

• WARDROBE STYLIST (REQUIRED): This project requires wardrobe stylist approval before filmmakers move onto the Video Phase. Your stylist MUST have experience working in the athletic/activewear category. You must submit your planned stylist with your pitch submission. Once your pitch is greenlit, the Sponsor 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.
  
  
• 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 creator(s) the green light to move forward.

1. 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 your submission be greenlit, 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, greenlit Video creators MUST also provide Talent, Location, Music (or other) Releases for all assets appearing in their 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 earnings.
    
    
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.