THE "ROLL ON" TAGLINE & CONCEPT
"Roll On" is the attitude of resilience that we need right now, ala "Keep Calm and Carry On," and the visual of rolling luggage is the epitome of going on holiday, so this makes for a perfect combo. PayPal sees this concept almost personifying our suitcases, who really roll with us on any adventure we take. Since our focus is :06 videos, being able to lean on a simple but evocative image like someone's rolling suitcase can help us hook a viewer, and tell our story quickly. The brand likes that there are so many different types of luggage you can showcase, and that each tells us about its owner, and we'd love to represent all sorts of shapes, sizes, and colors, from luxury leather rollers to pink unicorn carry-ons. Pairing those with smartly chosen locations, and the right footwear and wardrobe, allows us to tell our story effectively.
The brand is open to different visual interpretations, so long as they feel punchy and engaging, and as long as we see luggage front and center. We should also be able to tell that the locations are holiday destinations (or travel stops along the way, like an airport terminal). This lends itself to cool cinematography and clever match cuts or transitions, and we may not actually need to see any faces, though that's up to you. It's important that there's a clear difference between scenes shot for the "Families" videos, and scenes shot for the "singles" videos, given that they'll each be vacationing differently. It's possible that you shoot a number of scenes for the :15, but pull those scenes out and use them as the :06s.
In terms of your messaging, "Roll On" can be useful for script copy, whether it's "Roll on, summer, roll on," or something like "Roll your payments across 4 months with 0% interest."
DESTINATIONS
Importantly, this is NOT about exotic tropical locales, and it's possible that international travel may still be restricted, so some of your locations should feel like typical British holiday spots. Data shows that the top 5 international destinations being booked right now are the US, Greece, Spain, Italy, and the United Arab Emirates, which is a reflection of the fact that people want to stay safe, and a bit closer to home.
PAYPAL CREDIT
PayPal Credit's basically a credit card without the plastic, and it’s the perfect way to spread out the cost of larger online purchases, giving people the opportunity to make a purchase and then pay it off over time. For purchases of £99 or more, there's 0% interest for 4 months, but you can use it to buy anything within your credit limit. If you're starting to plan your holiday getaway, but need to manage your expenses, PayPal Credit's a great tool to help people stay in control of their finances.
TAP INTO TONGAL
Wishing you could get fresh footage from 4-6 different locations around England or Europe, with just as many different suitcases and cast? You can! If you have a great creative approach that requires something that, we'll help you run your own project on Tongal.com to find other international filmmakers who can shoot that footage for your project, within strict parameters that YOU set. For example, say you're in Canada - you could fake a number of great holiday destinations yourself, but you could also mobilize other filmmakers from around the globe to pick up shots from places like Bournemouth Beach, Barcelona, Rome, or Nice. If you go this route, we'll build the project for you, help you review pitches, and manage production logistics. You can provide specs, storyboards, and whatever guidance you want - you'll just need to cover the production costs for those filmmakers - which we'd recommend keeping in the range of $1500-$3000/each, depending on how complicated your shots are. This isn't mandatory at all, but hey, you might not even need your own shoot! Email iwanyk@tongal.com for more.
PAST VIDEOS FOR REFERENCE
Suitcases are back! ...or, almost back. We all know the last twelve months put vacation travel on hold, and the United Kingdom's still on lockdown, but there's a cautious optimism that travel limitations will loosen up at the end of May, and that means it's won't be long before we see suitcases on the move again - rolling right back out of the closet and into transport terminals across the UK, making their way to some of Britain's favorite holiday destinations, wobbly wheels be damned. Even if people end up staying much closer to home, the country's still looking at a boom in summer bookings, and PayPal's got a way to help make that happen with PayPal Credit - but they need a suite of short, punchy, and engaging videos to spread the message.
In an earlier project, PayPal handpicked a clever but surprisingly simple video concept that used the image of rolling suitcases to evoke that empowering feeling of getting back out there and going on holiday again, complete with the tagline "Roll On." We'll give you more detail on this in the Background. What we need from you is to take this concept/tagline pairing and use it to create short videos for two different target audiences: families that travel together, and singles ages 18 to 35. Each audience is likely to go different places and do different things, while carrying different suitcases - thus the split. The key focus is :06 videos here, but you'll also need to optimize your videos for various social platforms & aspect ratios.
These videos need to be bold, optimistic, visually engaging, and dynamic. They also need to communicate our key messages: that PayPal Credit's basically a credit card without the plastic, and the perfect way to spread out the cost of larger online purchases like a holiday trip. Original live action footage is probably necessary, but stock footage and motion graphics are totally acceptable. The brand is NOT looking for a fully animated take.
You'll want to source footage that represents multiple different locations, most in or around Britain, and you'll want to feature a variety suitcases and casts, but there are many ways to do that (or fake that). Since travel is hard right now though, if you do want original live action footage, there's a unique opportunity here to Tap Into Tongal and use the community at large to source footage from all over. Check out more details below, or ask questions in the Project Forum if you need anything.
DELIVERABLES: There are 30 total video assets, with 15 for the Families audience, and 15 for the singles audience, but essentially just two "hero" videos. There are also 12 still photos. Note though that each format has distinctive requirements, and it is important that there is optimization for each platform.
TIMELINE:
EXPOSURE:
TARGET AUDIENCE:
TONE: Bold, optimistic, engaging, honest, empowering, exciting.
EXECUTIONAL MANDATORIES:
OPEN BID:
Shooting live action or stop motion? Our priority is ensuring everyone's safety, and we're now requiring a COVID safety protocol plan for all relevant productions. 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.