HELPFUL REFERENCE VIDEOS FOR INSPIRATION/TONE:
SEASONAL REFERENCE:
"BRAND TRUTH" REFERENCE:
*Owing to product availability considerations, you must be able to receive product at an address in the U.S. or Canada*
Summertime has arrived, and with it, Lowe's is getting excited to roll out and promote of a wide variety of great seasonal products. To do that, they want to partner with a group of social-savvy creators and produce a variety of fresh video content for their social channels, all made to engage audiences and spread the word for consumers as they dive into summer projects. Lowe's really wants a diverse range of fun, fresh, and authentically social content, so they're looking for several different creators that can bring unique POVs and unexpected ideas approaches the mix.
The goal here is simply to produce two different relatable influencer-style videos for Lowe's social channels, each promoting select summer products, and running somewhere between :30 and :60. These videos are meant to be personality-driven, as if you were scrolling through your social channels and happened upon someone playfully showing you their "take" on the latest Lowe's products. Success is about finding a "unique POV" and coming at the topic from an unexpected angle, just like the best social content creators. It's not necessarily about comedy, but there's a confidence, a wit, and a cleverness that has a lot in common with comedy. Lowe's is ultimately looking to select at least 4 different creators for this project, and each would create a pair of live action videos, so you should consider pitching a variety of concepts based on the selected products list that's in the Relevant Assets.
Each video should include on at least one unique product, but Lowe's is hoping that one of your videos will be geared towards promoting a specific product from the list, and the other, while still include a product, will be more about promoting the season or a larger "brand truth." You'll see some great reference examples that touch on what we mean in the Background. The references should help give you a sense of the sandbox we're playing in, but we should note that Lowe's wants the content in this project to elevate the creative a bit more - to innovate and surprise, and maybe even go a little more out-of-the-box.
In terms of production, the live action component can be pretty simple, filmed with either a camera, iPhone, or other smartphone. Casting, however, will be important and should be one of the focal points of your pitch, since these videos are meant to be personality-driven. This project has the possibility of becoming a regular collaboration with Lowe's, so whether you're on camera yourself or you're working with talent that you cast, you'll want to present options that are open and available for future content on a semi-regular basis, at a similar budget level. As to your location, your approaches don't need to take place in a Lowe's store (they can be in home/yard or other relevant settings too), but we can work with Lowe's to get filming permission at a convenient nearby location, so it's probably a good idea to note where you're located and what store location would work best for you.
This is a fast moving project, with final delivery happening within a month's time, so we'll be looking to see a thorough breakdown in your pitch of how exactly you'd execute on your creative approaches, including your proposed location, etc.
During the pre-production window, you will be able to collaborate with Tongal and the Lowe's team, but the idea is to come to the pitch table with as fully-baked a plan as possible to make these videos happen quite quickly. Though this may not be as relevant given the live action nature of the project, it's important to note that Lowe's is also not allowing AI usage at any point throughout this project, so you have a look at the timeline below and ensure that you're properly equipped to handle all elements of this production within the clipped timeframe.
Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are 2 total deliverables per creator
EXPECTED TIMELINE: HERE
RELEVANT ASSETS: 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 we CANNOT guarantee that usage is limited to these platforms. You should also review our Music providers in the Project Requirements, as well as the platform best practices.
TARGET AUDIENCE: Adults (ages 30-50) who are fans of/shoppers at Lowe's
TONE/FEEL: Fun, engaging, witty, social-savvy
EXECUTIONAL MANDATORIES:
AI USAGE: No AI usage of any kind is permitted on this project.
By participating in this project, creators acknowledge that the Sponsor is under no obligation to greenlight a submission. Though most projects do move forward, we'll notify you in the event the Sponsor decides not to fund any submissions via the Project Forum. Regardless of the result, all submissions will be reviewed and evaluated by the Sponsor and project team.
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. Unless specifically requested, there's no need to include a budget with your submission.