LesserEvil is a "better-for-you" snack company with a main focus on popcorn. Better-for-you snacks means that they use clean or no vegetable oil products for a healthier snack. LesserEvil's big brand differentiators are that they're sold at a price comparable to their competitors, while being organic, sustainably packaged, with clean ingredients, and minimal processing, all without sacrificing taste. They are proud that their tasty snacks not only leave snackers feeling nourished, but also come from a brand that aligns with their values and actively tries to make a difference that LesserEvil snackers can get behind! All this goodness—the better-for-you oils, the air-popping popcorn, the simplicity, the packaging—adds up to a feeling of contentment. It’s a grounded/wholesome feeling. That is the feeling we want to feed! This driving phrase to 'Feed the Feeling' is a rallying cry for the audience to listen to their inner guru and reach for something that is going to nurture and satisfy—consciously, sustainably, and affordably. They believe that joy arises from making mindful, purposeful choices, everyday—actively choosing life's LesserEvils.
FEED THE FEELING MANIFESTO (FULL):
Pause. Breathe. Smile. Savor.
Life yields joy when you follow your flavor.
Take a moment, can you hear your inner guru?
Stay there for a while. See where it takes you.
Practicing gratitude or pursuing your gift,
Your purpose is within reach with one simple shift.
When you go with your guru, life's journey gets clear.
Cultivating joy is the reason we’re here.
The ‘why’ to our what has always been this:
When snacking’s made better, there’s nothing to miss.
No compromise on ingredients, process, or taste.
Clean oils, earth-friendly packaging, and minimal waste.
We celebrate our people - the lifeforce at our core.
Making the best products with the idea that less is more.
Let the crunch be your compass; every bite never lacking.
We are LesserEvil, and we are higher-level snacking.
HELPFUL REFERENCE VIDEOS FOR INSPIRATION/TONE:
Please note that product cannot be shipped internationally, and you must be able to film and/or receive product in the US.
Snacking is one of the small joys in life, and LesserEvil wants people to know about their mindfully made snacks so that they can bring joyful snacking moments to everyone. If you've ever had their popcorn, the most popular in their snack lineup, you know how hard it is to put the bag down. It's not just the clean oils they use to make their popcorn: every step of the process is intentional, and they always put the human first. Now they want to create a video that centers the popcorn bag, and allows the viewer to almost imagine themselves holding it. The goal of this project is to raise awareness about LesserEvil while inspiring a desire in viewers to learn more, and ultimately seek out LesserEvil snacks in-store or online.
For this project, you'll be creating two different :30 broadcast videos, along with cutdowns optimized for social. The main visual keystone of this project is the overhead camera perspective technique — also know as the God's Eye View. This positions the camera directly above the action, in this case talent interacting with the popcorn bag in various scenarios. The sponsor is particularly inspired by Wes Anderson's visual style, as seen in this example from Isle of Dogs. As the popcorn bag should always be the center of the audience's attention, we will only see the hands of the talent in these videos. In doing so, this puts the viewer in a position to imagine themselves as the one interacting with the bag, which is an important narrative driver for the sponsor in wanting to use this technique. The camera doesn't have to stay locked off though, the sponsor is open to camera movement if you can find creative ways to do so while maintaining the God's Eye View. The videos should be anchored by language from LesserEvil's manifesto "Feed the Feeling," which you can find in the Background below, that should be read over the action of the video as VO as you cut between scenarios. The sponsor understands that there is not enough time to recite the whole manifesto over each video. In assembling the script, then, think of how you would feature certain line pairings and rearrange to fit the flow of your video. The wording used in the manifesto should not be drastically altered, and you should retain the rhyming scheme. In shortening the manifesto, note that the last two stanzas are the most important.
Each video should feature a different script with unique locations. Both the narrative flow and the creative execution should focus on the moments of joy that snacking brings. Your video needs to show that snacks are mindful moments in time that everyone can relate to. The popcorn bag needs to be featured in every shot, and the logo should be the main focal point. While it can pass through frame, there should never be a shot that doesn't feature the product. In thinking through the scenarios you want to showcase, think of all the places you might organically find the bag: drive-in movie theaters, game-time picnics, and lunchrooms are just a few that come to mind — but you are by no means limited to these, we encourage you to get creative here. Also think how you can briefly nod to how the bag made its way into consumers hands, from its packaging in LesserEvil's hometown in Danbury, CT to grocery store shelves. To be clear, this shouldn't be a process video illustrating the bags journey, but should show at least one scenario showcasing the care the LesserEvil team shows starting from before the product even leaves their warehouse. There is no minimum or maximum number of scenarios or locations you have to feature, as long as it makes sense creatively, but it should be enough for it to feel robust and showcase a large variety of scenarios.
It's important that the visuals of each scene feel visually rich, thoughtfully curated, and tantalizingly delicious, anchored by stylized production design. Much like the camera technique, take inspiration from Wes Anderson's meticulous production design choices. The set design should create a dynamic spotlight on the changing snack landscape, and incorporate a sense of whimsy throughout. In planning this production design, lean into the popcorn colors – creating scenes that either are monochromatic with the flavor color or compliment the flavor color. The bright nature of the sets should function as a way of having the audience focus on the positivity of the brand. While the video should be rooted in reality, they're okay with one or two hints of fantasy sprinkled throughout, as long as it connects back to LesserEvil (their non-popcorn snacks, for example, are space themed). It wouldn't be off brand, then, to see an alien hand inexplicably make its way into frame for one of the scenes.
With regards to the :15 cutdowns, we should avoid merely reframing or cropping the hero videos. While they can follow the same basic structure as the two heroes, the cutdowns visuals should be composed specifically for the different respective aspect ratios, and that will likely require some additional photography. They should also be crafted in a way that feels native to social — in your pitch, speak to how you'd ensure these feel native both visually and tonally.
You'll notice that casting and wardrobe are required approvals in pre-production. To clarify, since our talent will be hands only, what the sponsor will be looking for here is diversity of talent that is showcased in the video. So, to be clear, each scenario should be a different set of hands. For wardrobe, this will mean making sure that any jewelry and nail appearance is approved in pre-production.
Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are 14 total video 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.
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EXECUTIONAL MANDATORIES:
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.