The tagline, "Generationally Good Footwear" at the end of the video comes from Minnetonka being a 4th generation family owned business with commitments to the environment and the history of the people sharing their footwear throughout family generations.

KEY MESSAGING: 

• 76 years of creating high quality footwear (since 1946).
• High quality at an accessible price point.
• Comfortable footwear the provides physical and emotional comfort (i.e. "comfort food for your feet").
• Committed to doing the right thing by lowering our environmental impact and honoring and investing in the Native American community.

PRODUCT BREAKDOWN: Note that these are the products you will most likely be featuring and the colors will be chosen for you by Minnetonka.

• Eco Anew Sneaker - Women's | Men's
• Torrey Boot/Slipper - Women Only
• Tempe/Tilden - Tempe for Women | Tilden for Men
• Classic Moc/Heritage Style - Kilty for Women | Two Button Boot for Men
• Cozy Slipper Style - Alpine for Women | Moosehide Classic for Men

REFERENCE VIDEOS: Here is one of Minnetonka's favorite ads for you to review.

• https://www.ilsejacobsen.com/ the video on the home page shows a balance of lifestyle, and product closeups. Keep in mind, it runs a bit "high-fashion" than Minnetonka's brand so something similar with deeper roots in natural and authentic lifestyle moments would be preferred.

The goal of this project is to create a :30 live action TrueView video and a :06 bumper video that introduces viewers to the Minnetonka brand, showcases their products in realistic lifestyle settings, skews toward a younger generation in their late 20’s/early 30’s, and ends with the tagline, "Generationally Good Footwear" to accent Minnetonka's commitment to the environment and the history of those who love their comfortable and stylish moccasins, boots, sandals, and slippers.

Minnetonka is only looking for live action executions, as your videos must showcase a number of their products and subsequent designs.

Is this moment made better because you’re wearing your Minnetonkas?” This is what Minnetonka wants creators to think about when choosing themes and locations for the video concepts they create. We want to evoke feelings of comfort and a casual vibe.

Comfort is at their core both physically and emotionally and they create products that are nostalgic for many as they are often enjoyed by multiple generations. Their visual style is casual and cozy, with a bit of everyday adventure and the type of person who wears Minnetonka's appreciates a relaxed look with a unique/artistic touch. While Boho style has worked in the past, they do not want to lean into this aesthetic too heavy causing the video to feel dated.

Locations should feature places that are comfortable and cozy but also lending of creative spark. A modern desert or a cozy cabin with modern and artistic touches would be a good fit and props are an excellent way for you to invoke a more creative and authentic artistic lifestyle behind the scenes. Ultimately this is an avenue for your creativity to shine so long as it showcases Minnetonka with the executional mandatories in mind.

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

DELIVERABLES: Four total deliverables:

• One :30 video (16x9)
• One alternate :30 version (16x9)
• One :06 bumper video (16x9)
• One alternate :06 version (16x9)

Alternate variations 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.
• 3 to 4 days has been allotted in the schedule for shoe delivery so keep this in mind as you map out your production timelines. This applies to US delivery only and will be adjusted if the greenlit filmmaker resides out of the US.

 

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

 

TARGET AUDIENCE: 

• All generations with a focus on women and men in their late 20's/early 30's who dress casually and enjoy being cozy, yet are active.
• They're also looking to appeal to men who are considering gifts for their partner or for themselves.

 

TONE: Casual, cozy, high quality, unique, artistic.

 

EXECUTIONAL MANDATORIES: 

• Must ensure a diverse talent is represented in casting. A male and female can be cast but focus should be on the female with secondary focus shifting to the male showing male products are sold as well.
• Please DO NOT include Native American inspired props or designs unless you can verify/provide proof that the products were designed or creative by a Native American person. Any Native American props MUST be approved before shooting.
• Show talent wearing their Minnetonka in a cozy indoor setting AND natural outdoor setting on their light adventures. While Minnetonka shoes can go outside, they are not performance/technical adventure shoes.
• Your videos must conclude with the following CTAs: 
  • Generationally Good Footwear

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.
  
  
• 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.