Winn-Dixie wants their Deal of the Week posts to feel unique and native to social platforms. Rather than simply posting broadcast spots to their feed, Winn-Dixie wants their voice to be authentic in the social space, and they need their spots to feel new and organic each week. Winn-Dixie does plan to pulse in truly unique content between Deal of the Week posts; however, this template should allow Winn-Dixie marketers to easily tweak the Deal of the Week content and make it feel different each time they post. This is the crux of this challenge: how do you make something templatized but unique each time?

To give you a bit more background please reference the current Deal of the Week guidelines, examples, and elements HERE. When referencing these, you should consider how to use signature aspects of their design to clearly indicate the brand's voice, but also, innovate ways to break the mold so that the spots do not seem too polished or inauthentic. We want to stop the social scroll, so feel free to shake things up. 

To get a flavor of the feeling Winn-Dixie would like to target, take a look at the examples below:

• Example 1
• Example 2
• Example 3
• Example 4
• Example 5
• Example 6

Each week, Winn-Dixie and their sister brands BI-LO & Harveys promote a featured product as their Deal of the Week - with a great deal for shoppers to find in store advertised on social platforms. You can see past examples of their usual Deal of the Week spots in the Background/Additional Details section below.  The goal of this project is to create a proof of concept that could become the new look of the social Deal of the Week spots using the provided assets located HERE. We are ultimately looking for a VFX execution or graphic device that will captivate viewers' attention online, and can be easily updated to incorporate new products & updates from week to week.

However, the tricky part of creating a weekly ad is that it's easy for it to become repetitive, and for people to ultimately tune it out. For this project, we are specifically looking for executions that would allow for small tweaks to be made -  in at least the first 1-2 seconds of the video - that make the creative feel new from week to week. So think about how you might incorporate editable elements - whether those are the featured products, exclamations, etc. - into the first 1-2 seconds. Ultimately we are looking to create something that feels organic to the social space, and less like a polished ad that people can easily tune out. 

DELIVERABLES:

Two proofs of concept will be selected to move forward into development. Those creators will receive funds to create the following deliverables:

• One :15 Video (1:1) for Twitter & Facebook
• One :15 Video (9:16) for Instagram Stories 
• One 1:1 Editable Template built in After Effects, Premiere, or equivalent editing software
• One 9:16 Editable Template built in After Effects, Premiere, or equivalent editing software

 

TIMELINE: For the full project timeline please see the Assets section.

 

EXPOSURE:

• Facebook
• Twitter
• Instagram Stories
• Please click here to access the platform best practices page.

 

TARGET AUDIENCE:

• Current Winn-Dixie, Harveys or BI-LO rewards members or social media followers

 

TONE:

• Fun, exciting & playful
• Organic, custom, grassroots

 

EXECUTIONAL MANDATORIES: 

• Your Deal of the Week proof of concept should be the full :15 long in 1:1 format
• Your Deal of the Week proof of concept must utilize the assets provided HERE
• The proposed template must feature unique imagery in the first two seconds of the video so that viewers feel the spots are distinct week to week
• The proposed template must be easily manipulated so that marketers may simply update the product information/editable elements each week so that the spot feels different
• Execution must be able to feature one unique product each week. Keep in mind that these products vary, so one week it can be Avocados, the next cookies, and the next ribs. (sample products for your proof of concept are included in the assets folder linked above)
• Execution must feature the Deal of the Week logo & colors, per the brand guidelines (also included in the assets folder linked above)
• Execution must work without dialogue. Executions can feature SFX or text on screen only - there should not be any VO required
• Execution should NOT feature the Winn-Dixie Winn Win Twinns
• Execution should feel timeless & evergreen as it will be used week after week
• Execution does NOT need to feature the provided music - you are welcome to source a different song for use from one of Tongal's libraries
• You are welcome to submit multiple proofs of concepts if you have several different ideas for approaching the project objectives - we just ask that you submit one proof of concept per pitch

In order to be considered for this project, you must include the below materials in your pitch submission. 

 

• TEXT (REQUIRED): 500 characters or less synopsizing how you plan to approach and execute this video.
  
  
• 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.
  
  
• PROOF OF CONCEPT (REQUIRED): Submit your rough proof of concept to show how you plan to create a revamped Deal of the Week template. 

• TREATMENT (REQUIRED): This is your chance to expand and explain how your concept can be iterated upon over and over. Use the document to introduce yourself, explain your vision, and detail facets of the design to help the sponsor see how your concept works in the future. 

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. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
   
   
6. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.
    
7. 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.
    
8. Videos must be in the English language or subtitled.
    
9. Limit 5 submissions per member, per Phase.
    
10. You must be at least thirteen (13) years or older to enter.
    
    
11. The Sponsor reserves the right to repost the contest.
    
    
12. 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.
    
    
13. 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.
    
    
14. 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.
    
    
15. 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.