Elysian Brewing was founded by three friends in Seattle in 1996, at a time when bold art and music defined the region and the city. Over the past 25 years, Elysian has carried this same spirit in the way they brew their beer: shaking up classic styles, using unusual ingredients, and learning through experimentation. They push creativity beyond the brews; each beer label is made by their in-house team who pull inspiration from design, photography, clay, paint, needlepoint, and even the occasional tattoo. 

Elysian is a company that appreciates the human touch and noticing the fingerprints, figuratively and literally. They appreciate the creative layers and often turn to a mixed-media approach in their creative marketing. 

First brewed in 2012 as a one-off, Space Dust IPA is an 8.2%ABV India Pale Ale that balances bitterness with a sweetness of hop flavors. Grapefruit, mango, and orange aromas combine with a medium body and a dry finish. Space Dust IPA is made with Chinook, Citra, and Amarillo hops and is available in pony kegs, kegs, and a variety of bottle and can sizes. Space Dust's name originates from the brew day, where leftover Galaxy hop dust (since replaced with Amarillo) was spontaneously thrown into the brew...hence, Space Dust. The beer grew in popularity within Elysian's pubs, was then bottled as part of their Manic Series, and eventually became the #1 beer in Elysian's portfolio. 

The Space Dust label was inspired by the original Pop Rocks candy packaging (c 1976), and Elysian adapted the label to a hop cone – Dusty – chomping down on hop dust while in space. 

If Space Dust IPA isn't already your favorite beer, it's about to be: with an ABV of 8.2%, flavor that balances pine-y, citrus-y hops with notes of grapefruit, mango, and orange, and a pleasantly dry finish, it's THE balanced IPA built to please any palate. And Elysian Brewing is looking to the Tongal community to come up with a video concept that drives awareness and excitement for Space Dust IPA amongst IPA-loving beer drinkers in the US. 

Your concepts should really drive home Space Dust's incredible flavor profile and memorable label: inside and out, this is a beer that's fun and creative, humorous and curious, unique without being pretentious or overly serious, with a respectful but playful nod to countercultures of the past (grunge, punk rock, a touch of steampunk...you get the idea). Your concepts will be the basis for a video and stills campaign, so visuals like the label and the logo should play a strong role in your creative approach. We can't overstate that we're looking for concepts that are memorable, but that don't distract from the beer itself: viewers should be able to recall the name Space Dust, know it's brewed by Elysian, and be excited to seek it out in bars and stores. Please, please, please read the Executional Mandatories below before submitting any concepts, and then if you haven't already (and are 21 years of age or older), crack a Space Dust IPA and let the ideas flow.

Check out more information in the Background / Additional Details, and for any questions or other project updates, check out the Project Forum.

 

EXPOSURE: Digital and broadcast video, stills, possible OOH. Please review the platform best practices page.

 

TARGET AUDIENCE: Craft beer drinkers, 21–54

 

TONE: Fun, irreverent, creative, curious; artistic and humorous, open-minded and easy-going; unexpected and memorable. Unexpected and playful with a little bit of grit and edge, and a human touch are key. Elysian is never pretentious, stuffy, judgmental, or aggressive. 

 

EXECUTIONAL MANDATORIES: 

• While your concepts should stand out and be memorable, viewers must walk away knowing the names Space Dust IPA and Elysian Brewing, and you're encouraged to work at least Space Dust IPA into your creative.
• You're also encouraged to incorporate elements of the label artwork in your concept, but Dusty - the hop on the label – should never be personified or characterized.
• Concepts will need to work across a variety of visual executions, so take that into consideration. You may include an optional reference or sample image with your concept if helpful.
• Avoid concepts that play with outer space themes; while clever, these concepts go away from the human-scale, tangible personality of Space Dust IPA and Elysian Brewing.

NOTE: We're testing a new feature on this project. In addition to the four concepts 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 Sponsor, 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 final output. As always, concepts should be clever and engaging.

• CONCEPT (REQUIRED): Tell us about your campaign concept using up to 250 characters.Your campaign concept should be attention-grabbing and PR-worthy. Remember that a concept is not a detailed script — it is a spark of inspiration or a distillation of what will happen. As always, campaign concepts should be clever and engaging.
• HELPFUL REFERENCE LINKS (Optional): Have you seen another idea, video or marketing activation that you think makes for a helpful reference? Feel free to include a link to any existing content that'll be useful when trying to understand your Concept.

1. 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.
   
   
2. BY SUBMITTING AN 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.
   
   
3. 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.
   
   
4. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
   
   
5. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.
    
6. 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.
    
7. Limit 5 submissions per member, per Phase.
    
8. You must be at least thirteen (13) years or older to enter.
   
   
9. The Sponsor reserves the right to repost the contest.
   
   
10. 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.
    
    
11. 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.