It may be helpful to think about how a particularly interesting character might use PayPal for a purchase, or how PayPal might factor into a unique situation, and then imagine how the purchase might be incorporated into the monogram design in a very visual way. In the tulip example above, we might see a garden full of tulips in the shape of the PP monogram. Someone making furniture could reveal a wood framed PP, or gamer could find themselves using PP as a power-up before the big boss. You can even think more abstractly.
Other brands that have explored a similar area most famously are MTV and Channel 4 in Britain. In both cases, there are DOZENS of executions, and we want that kind of variety.
REFERENCE VIDEOS: The examples below don't all (or often) try to tell a story; mostly, they just introduce the logo in an interesting way. However, their brand objectives are much different than PayPal's, so they're helpful if you think about how the logos are consistently reimagined in clever and unexpected ways, and reflect the narrative.
PayPal's monogram logo features two overlapping Ps, meant to communicate connectivity, and to symbolize PayPal's role in bringing you closer to what matters most to you. The logo also represent how customers and merchants all over the world come together, pay, and make donations using PayPal. In this project, PayPal wants to explore how the monogram logo can become a vibrant example of the empowering role that the brand plays in people's lives, so our goal is to create a variety of concepts for short videos, graphic designs, or still images that cleverly bring the monogram logo to life through an unexpected but authentic visual narrative or framework.
For example, think about how the monogram might represent the story of a tulip grower in Amsterdam, and the tulip aficionado in Texas looking to buy their favorite bulbs. What kind of illustrated scene or short video would we see, and how would the logo look in it? How would it differ from a “PP” that represents a customer using PayPal to buy crypto currency, or to purchase an expensive electric bicycle? It will be different in every case.
Each interaction on PayPal represents people of all walks of life, and connections all over the globe, and as long as there's some commerce suggested by your narrative, you can take it in almost any direction. Ultimately, your concepts will lead to short videos, graphic designs, and still images, so the monogram might be photographed, illustrated, animated, hand drawn, 3D rendered, built, planted - even sculpted. We want variety and diversity, so don't box yourself in. Start with a cool story, and ask yourself how you'd resolve it with a logo, or start with a cool logo, and do the reverse.
Your narrative may construct, transform, abstract, reveal, transpose, project, or manifest the logo - though we'll be maintaining the existing shape and recognizable form of the PayPal monogram. Check out some inspiration and more info in the Background, or pop us a question in the forum.
EXPOSURE: Winning concepts will be used as inspiration in two subsequent projects that will launch on Tongal; one for still images and graphic designs, and one for videos. The content that comes from that may be used on PayPal's owned channels, YouTube, social media, or other paid advertising.
TARGET AUDIENCE: PayPal believes every person has the right to participate fully in the global economy, so this is aimed at a broad and inclusive global audience, as any consumer can use PayPal. Two key targets though:
TONE: Aim to surprise & delight! Think bright, energetic, empowering, inspiring, optimistic, but relatable, authentic, and inclusive - with a hint of charm and wit. Not really looking for comedy, although we're open to something sweet or emotional.
EXECUTIONAL MANDATORIES:
NOTE: We're testing a new feature on projects like this. In addition to the three concepts that the Sponsor will be selecting, five additional submissions will be selected for Honorable Mention, and each will receive $50 for the great creative work that went into them. Submissions selected for Honorable Mention will not be used by the client, and not all submissions identified as Finalists will receive an Honorable Mention.
Tell us your Concept using up to 250 characters. Remember, a concept is not a detailed script - it is a spark of inspiration or distillation of what will happen in the video or still image. As always, concepts should be clever and engaging.