ABOUT HAWORTH

Haworth is known for best-in-class office seating in the business to business world, but with so many people working from home, why shouldn't everyone have access to the same comfort? Haworth hopes to dramatically expand their consumer reach by increasing the awareness of their best-selling task chairs.

Designed by humans. Humans with lots of schooling & expertise. The only consumer task seating company with a full-time doctor of ergonomics on staff, they have developed over 400 patents they employ in their chairs to provide optimal, customizable comfort. Your chair should be so comfortable, you forget it’s there. 

Sustainability has been woven into their ecosystem from the beginning. They send 0% of their global manufacturing waste to landfills, and they work with the SEAQUAL initiative to create fabric from ocean waste. But that's not why you should buy their chairs... You should buy them because they're objectively the most ergonomic chairs on the market.

 

THE FIVE HAWORTH CHAIRS

1. Fern Office Chair
   • Full Rundown **
   • Total back support and comfort
   • Award-winning
   • Available with mesh, digital knit, of faux leather
   • Creating the Fern background video.
   • Fern's Wave Suspension System
2. Zody Office Chair 
   • Full Rundown **
     
   • Available with mesh, digital knit, of faux leather
   • Most popular ergonomic chair
3. Very Office Chair
   • Full Rundown **
     
   • Available with mesh, digital knit, of faux leather
     
   • An ergonomic classic with contemporary style
4. Soji Office Chair
   • Full Rundown **
     
   • Available with mesh, digital knit, of faux leather
   • Easy-to-use ergonomic control at a great value
     
5. Veda Office Chair
   • Full Rundown **
     
   • Will be available to the public for the first time! (Currently unreleased)

**Note these lead to the business to business sales site (provided for breadth of information); remember that the primary goal is to drive traffic to their consumer site.

REFERENCE VIDEOS: 

Existing ads in the task chair space they like (or are competing against):

• Secretlab 2020 Series (gaming)
• Herman Miller + Logitech Embody (gaming chair)
• Herman Miller Cosm (Fern competitor)
• Steelcase Gesture (Fern competitor)
• Urban Office Get Together Desk
• Herman Miller Aeron Chair (The Gold Standard of task seating)

DUE TO SHIPPING CONSTRAINTS, THIS PROJECT IS ONLY AVAILABLE TO CREATORS IN THE US, CANADA, AND MEXICO

The goal of this project is to create a :30 live action video that will increase awareness of Haworth task seating (otherwise known as office chairs), hooking viewer's curiosity and driving them to the website. We encourage you to emphasize product photography in your approach, and you must include all five chairs. Haworth wants to focus on home use, so keep your creative within the home & home office space.

Haworth wants a live action approach and will ship you all five chairs to create the video, and you'll get to keep them! The brand is primarily known for their award-winning Fern chair, but they aim to be made synonymous with best-in-class task seating, and with this project they hope to show that they deserve to be known for more than one chair.

As you structure your pitch, think about what you look for in a good chair. Think about how much time we spend sitting in chairs, and all the different ways we can use chairs within the home. Make sure to think over how you incorporate home use in your creative approach & the location(s) you use. More generally, what keeps you from skipping YouTube ads? And how can you make this ad un-skippable.

 Check out more information in the Background section, or ask questions here in the Project Forum.

DELIVERABLES: Four total deliverables:

• One :30 video (16x9)
• One :06 cutdown (16x9)
• One alternate :30 version (16x9)
• One alternate :06 cutdown (16x9)
• Note: Alternates will involve the same characters, locations, and script, and will mostly involve small changes that can be handled in post-production, including changes to CTAs, end-card designs, on-screen text copy, and other minor edits. Additionally, depending on where the creative lands, a version may include a slight variation to the script. This will be decided between the selected producer and client during scripting.

 

TIMELINE: Please find the anticipated timeline HERE, but note that if you are selected, you should consult with your Tongal producer to ensure you are always working off of the most up to date timeline.

 

EXPOSURE:  YouTube. For YouTube TrueView for action best practices please click here.

 

TARGET AUDIENCE:  

• Age range 25-45; 60% female, 40% male
• Home use! With this ad they seek to target home, gaming, and home office uses.

 

TONE: Informative, exciting, enticing, scientific but approachable

 

EXECUTIONAL MANDATORIES: 

• This project is for US, Canada, or Mexico based creators only. 
• Include the Fern (the first among equals) but focus on the breadth & quality of selection, rather than the most popular chair.
• Please adhere to the brand guidelines found in the Assets section. All the approved versions of the Haworth logo can be found here.

Shooting live action or stop motion? 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 you should ensure your submission is executable within the anticipated timeline and budget, while also ensuring everyone's safety.

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): Up to 500 characters synopsizing how you plan to approach and execute this video.
  
  
• 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.
  
  
• 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.

• 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.
  
  
• 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. You may not contact any employees or members of the Sponsor’s organization, their affiliates, or any of their partners. Failure to comply with this requirement may result in disqualification of your entry in the project.
   
   
6. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
   
   
7. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.
    
8. 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.
    
9. Videos must be in the English language or subtitled.
    
10. Limit 5 submissions per member, per Phase.
     
11. You must be at least thirteen (13) years or older to enter.
    
    
12. The Sponsor reserves the right to repost the contest.
    
    
13. 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.
    
    
14. 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.
    
    
15. 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.
    
    
16. 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.