REFERENCE VIDEOS: Check these out for a sense of tone, look, and style: 

• For tone and branding reference, check out this live-action Spruce spot made on Tongal earlier this year.
• This Pfizer video is also a good example of a potential animation style Spruce is interested in.
• This Chime video is also a great visual example.

THE PERSONAS: Each of your :15s will speak directly to a specific Spruce Persona: 

The Provider: Spruce aims to support The Provider in managing the ebbs and flows of her family's daily expenses while also progressing towards her long-term goals.

• 30-50 years old, supporting a family with at least one dependent on a low to moderate income. She's finally taking control of her finances, slowly but surely, maybe for the first time in her life. 
• Her goals are all about her and her family's future: building good credit so she can secure a good mortgage; saving up for things like her kids' future education or large purchases like a down payment on a new car; and, down the road, passing good financial practices on to her kids. 

 

The Rookie: Enable her to build good financial habits by maximizing her money and giving her a chance to safely build credit when no one else will. Historically, she hasn't been a good candidate for traditional banking, and has been turned off by the lack of guidance in the industry, but is ready to start learning and is looking for some education along the way.

• 20-35 years old, single/unmarried and without dependents, and looking to start building her credit on her low to moderate income.
• She's learning to navigate the financial responsibilities of adulthood and set herself up for a healthy financial future, but has some fear about making the wrong choices.
• Her goals are to be able to manage her everyday cash flow while setting aside some extra money for "fun" spending and building her future credit. Paying down loans like school or her car are important to her, too.

Spruce is a new mobile banking platform from H&R Block, and it comes with the same trust and support that H&R Block customers know and love – but none of the 'punishments' that traditional banks impose on clients, like overdraft fees or monthly fees. Spruce is mobile banking that can help you set saving goals, earn cash back offers, and get paychecks up to two days early. Spruce is also available to everyone, but it's built especially for people who are historically considered financially vulnerable: people who, traditionally, have not had the means or opportunity to engage in traditional banking, or who have been penalized by traditional banks for not having the means to keep up with arbitrary minimums, regular deposits, and the like. So whether you're looking for a different banking experience or new to banking in general, for whatever reason, Spruce could be the bank for you.

 

Spruce wants to create awareness around their mobile banking services for both current H&R Block customers and the financially vulnerable, with two :15 animated videos; one for YouTube and one for TikTok. These animated videos, based on scripts that Spruce has provided (and available in the Assets) will function as paid media, each directed towards a specific audience. While we're open to a variety of animation styles – 2D, 3D, motion graphics, stop-motion, etc. – ultimately your videos should be engaging and should capture the same tone, feel, and general presentation as some recent live-action work Tongal produced for Spruce, which you can find in the Background of this brief. But, at the same time, your approach for each audience should be unique in some way, whether that's through character design, helpful text graphics, and/or something else entirely.

 

These videos should combine engaging animation with voiceover and motion graphics and/or text overlays to drive home the messaging that Spruce helps you be good with money, regardless of which Persona (Provider or Rookie) that video is aimed towards. You can find more info on the Personas in the Background. In addition, your animations should include inserts of the phone screen with Spruce mobile banking graphics/images to demonstrate some of their key offerings and messaging. You can see live-action examples of this in the linked video in the Background as well.

For any questions or other project updates, check out the Project Forum.

 

DELIVERABLES: There are two video assets.

• One :15 "Provider" Video for YouTube (16x9)
• One :15 "Rookie" Video for TikTok (9x16)

 

TIMELINE: HERE

 

EXPOSURE: YouTube and TikTok; Spruce's social media. Please review the platform best practices page.

 

TARGET AUDIENCE:

• Current H&R Block customers and the financially vulnerable, especially anyone who wants to learn good banking habits; typically 25-40, but more specifically: 
• Provider Persona: 30-50, low to moderate income, managing daily family finances as well as long-term goals.
• Rookie Persona: 20-35, low to moderate income, working to safely build credit for the first time; no dependents.
• Find more detailed information on each Persona in the Background tab.

 

TONE: Direct, clear, supportive, understanding but not patronizing.

 

EXECUTIONAL MANDATORIES: 

• Must communicate that Spruce is built by H&R Block.
• Beyond what's communicated in the scripts Spruce will provide, you must use on-screen text and/or graphics to convey Spruce's key benefits: No monthly fees, no minimum account balance, no hidden fees, and fee-free ATMs.
• Your two videos can use the same animation style, but you should expect to use different animated characters, graphic text treatments, and more to differentiate the messaging and tone for each Persona.

By participating in this project, creators acknowledge that the Sponsor is under no obligation to greenlight a bid. Though most projects on our platform do move forward with a greenlit bid, we will notify you in the event the Sponsor decides not to fund any bids via the project forum. Regardless of the result, all submissions will be reviewed and evaluated by the Sponsor and the project team.

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 produce the content listed out in the Deliverables.
  
  
• TREATMENT (REQUIRED): A more detailed and specific description of how you propose to execute all of the content listed out in the Deliverables, both in terms of what we can expect to see, and how you’ll make it. 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.
  
  
• STORYBOARDS (Optional): Additional concept art, storyboards, shot list, anything that helps get your point across. You can download the Tongal storyboard template here.
  
  
• 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.