Some people paint. Some people write. Some play the harpsichord. Al Yeganeh makes soup – mind-blowingly good soup. Soup so good, one of the most famous shows in history cooked up a whole episode about him. New Yorkers know Al for the innovative, mouth-watering soups served at his tiny restaurant on West 55th Street. The rest of us know him from Seinfeld.
In 1995, Al’s kitchen went from a New York City institution to a national phenomenon when the much-loved Seinfeld episode “The Soup Nazi” first aired. The show’s soup maverick was based on Al and his draconian penalties for customers who slow down his line. The rules may be strict but Seinfeld’s characters can’t stop themselves from wanting more. But what if you’re nowhere near West 55th Street? How can you get a taste of these heavenly concoctions? Well, a few years ago, the answer was NO SOUP FOR YOU!
But now Al’s little kitchen has evolved into a national brand, The Original Soupman. And, thanks to an amazing soup carton from Tetra to lock in the freshness, you can enjoy the same heavenly tastes that have New Yorkers lining up around the block.
Now Soupman wants your ideas and filmmaking talent to help spread the word. How can they let customers know there’s no need to hop the E train to enjoy a cup of delicious Lobster Bisque? All they have to do is find the state-of-the-art Tetra Pak at their local supermarket.
The goal of this project is to create a 30-60 second video for The Original Soupman and its revolutionary Tetra Pak – a technological breakthrough that locks in freshness.
The video should drive soup-buyers to the supermarket to find and buy The Original Soupman product. It should let consumers know that Soupman’s magical mixtures are available in the same grocery aisle where the old, mass-produced and flavorless soups live. Soupman’s Lobster Bisque is their signature product, so it should be featured, however the other recipes should be mentioned, too. Also, make sure to include how Tetra’s amazing packaging keeps the soups miraculously fresh.
--Key Marketing Messages: The Original Soupman is like no other soup that’s sold in grocery stores, partly due to Tetra’s amazing carton. The brand lexicon includes “Soup for you” and “No soup for you.”
--Target Audience: Women who buy soup between ages 25 and 62.
--Tone: Humor, irreverence, wit and a Seinfeldian ethos are central to Soupman’s DNA. They’re closer to a domestic comedy sensibility than the left-field quirkiness of Arrested Development.
--Executional Mandatories: Don’t use the phrase, “Soup Nazi.” Don't include Al himself, or, obviously, any of the Seinfeld characters or Seinfeld impersonators. Most importantly though, capture the fun of the brand to get people to try this fantastic soup!
--Exposure: YouTube, The Original Soupman site, Vine and other video sharing platforms. Facebook and potentially a TV spot.
This project will be worth a total of $25,000 and consists of three phases: an Idea Phase, a Pitch Phase and a Video Phase. Be sure to read the following information carefully as well as the Official Rules.
PHASE 1: IDEA – Tell us your Idea for an Original Soupman and Tetra Pak video in 140 characters or less. Remember, an Idea (What is an Idea Phase?) is not a detailed script; it is a spark of inspiration, or a distillation of what will happen in the Video. As always, Ideas should be clever and engaging. The winning Idea creators will receive $250 each and a 5% one-time residual payment for the winning Video their Idea is used to generate. (That means if your winning Idea is the basis for the 1st place Video, you will receive $650, the 2nd place Video $350 – see Video Phase Payout details below.)
PHASE 2: PITCH – Using text (500 characters or less), images (storyboards), video, and external links (to other supporting assets, i.e., your reel, etc.), give us your Pitch (What Is a Pitch Phase?) for how YOU would go about producing a 30-60 second video based on the information contained herein. The most compelling Pitch will be selected and will receive $2,500 to help create their Video. The winner (upon submitting their Winner's Affidavit and IP Assignment) will also be GUARANTEED a winning place in the subsequent Video Phase. So, if your Pitch is selected and you submit a video during the Video Phase, you will win an additional $7,000, at a minimum, and have a chance to compete for the $13,000 first place Video prize (subject to deduction for one-time 5% residual payment). Remember your Pitch can include any, and all, of the assets mentioned above and you MUST include a link to some of your previous video work on Tongal or elsewhere to be considered for this phase. For an example of an effective pitch, check out Erik Beck’s winning “3 Artists & 5,000 LEGOs” Pitch. All Pitches will remain private until after the winners of the Video Phase are announced and the Project is complete.
PHASE 3: VIDEO – The winner from the Pitch Phase will create a 30-60 second video based upon their winning Pitch. All other creators are invited to enter a “Wildcard” (What Is a Wildcard?). The Judges will score all Wildcard Videos and the one (1) highest scoring Wildcard Video and the winning Video submitted by the Pitch winner will be scored to determine the standings for the Video Phase. Remember, the Pitch winner, along with one non-Pitch Video creator, will receive prizes.
--Video Phase Payout: Winners of the Video Phase will earn the following prizes: 1st place $13,000 and 2nd place $7,000 (less any 5% one-time residual payments paid to Idea winners, as applicable).
--Music: Killer Tracks is a leading provider of production music for use in film, television, advertising and interactive media. Killer Tracks’ music will be available to registered Tongal members at no charge solely for their incorporation into official Submissions to this Project. No other use is permitted. You may only use up to THREE Killer Tracks maximum as part of your video Submission.
To use the Killer Tracks site, click HERE (killertracks.com) or on the "Killer Tracks" button on the right hand side of this page. On their homepage, click the red login tab in the upper right-hand corner and enter the following credentials:
Username: TongalMusicKT@tongal.com
Password: duchess
Click login. We encourage you to use the “Themed Playlist” tab for exploring the catalog as it provides pre-curated song choices based on several popular themes. Alternately, use the "Search" tab to enter your own criteria. To watch a quick tutorial video on how to use the website, click HERE: (http://killertracks.com/tutorial/).
Once you’ve identified the song(s) you want to use, click the down arrow under the Actions column to the right of the song title/description. This will open a Download Manager window, allowing you to save the file to the location of your choice. Keep track of the CD#, Track #, Track Title and Composer(s) of the songs you end up using in the video, as you will need to provide that info once you turn in the final edit. Getting the right track can really help sell your video, so make it killer!
1. Videos MUST NOT exceed 60 seconds in length. Preferred format 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.
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 addition to the judging criteria stated in the Official Rules, pitches will also be evaluated on that member's ability to execute the Video based on their prior work and experience.
4. In the event you utilize any third party materials, such as music provided by a third-party music provider, 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.
5. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of The Original Soupman and Tetra Pak.
6. You will be judged on how well you satisfy the factors contained in the Project Objectives pages, in the judges' sole discretion.
7. Submissions must not portray The Original Soupman and Tetra Pak in a negative way, the determination of which will solely reside with The Original Soupman and Tetra Pak.
8. Videos must be in the English language.
9. Limit 5 submission(s) per member.
10. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, winning creators MUST also provide Talent and Music Releases for all assets audible in the spot.
11. BY SUBMITTING AN ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES SOLELY THE PROPERTY OF TONGAL – 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 WEB SITE OR 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.
12. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, winning video creators MUST also provide Talent, Location, and Music Releases for all assets appearing in the video as well as the project files, editing sequence and an uncompressed quicktime .mov file in either Animation or ProRes 422 codecs at 1920x1080 to claim their prize.
13. 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.