We've all heard the saying, “time is money,” but have we ever actually listened?

 

How much is your free time really worth? Can you really put a price on freeing up an afternoon to play with your kids? Or catching up with an old friend over a drink? How about enjoying the simple quiet of doing nothing at all? 

 

Everyone knows that Benjamin Moore produces the highest-quality paints in the industry and Aura--its highest quality paint--naturally comes with its highest price-tag ($61.99). In the past, this has sent some pennywise/poundfoolish homeowners and DIYers off at ludicrous speed to purchase inferior paint products available at dreaded Big Box Stores--overreacting to cost, but blinded to value.

 

What they're missing is that Aura is not only superior to every paint on the market, it's a paint that never needs more than two coats, which means that you’ll have more time to spend doing other things—things you want to do…and you'll have more paint to use in whatever way you want.

 

The question is, what are you going to do with that extra time?  Or the extra coat?

 

 

 

The goal of this project is to create a 30 second video that drives differentiation between Benjamin Moore’s most premium product, Aura, and the expectations that are set by the marketplace -- Ultimately showing why Aura is a completely different animal when it comes to painting your home.

 

--Key Marketing Messages: Using Aura Paint will save you time, allowing you to live your phenomenal life. The technology that supports this is threefold:

• • Aura has extreme hide – never more than 2 coats of paint.  When others would routinely need three coats or more, Aura lives up to its promise. What will you do with the time you save by not having to apply that extra coat?

• • Aura applies well, but dries quickly so when you’re done with the first coat, you’re practically ready to start the next one.

• • Aura’s extreme durability will allow you to NOT HAVE TO PAINT in other times you might have had to due to its washable features.

 

--Tone: The tone should be fun, 30 seconds, quick, easy to understand. Sense of an ah-ha moment.

 

--Target audience: 25-55, slightly paint engaged, opinion leaders.

 

--Exposure: The videos may be used on benjaminmoore.com, In-store, Via Social Platforms and at Sales Rallies.

 

 

This project will be worth a total of $25,000 and consists of two phases. Also, this tournament style process will progress differently from previous projects, so be sure to read the following information carefully. 

 

PHASE 1: PITCH – Using text (500 characters or less), images (storyboards), video, and/or external links (to other supporting assets, i.e., your reel, etc.), give us your Pitch for how YOU would go about producing a 30 second video based on the project ojective and brief. The THREE most compelling Pitches will be selected and the creators of those Pitches will receive a $500 production budget to produce their 30 second Videos. Those winners (upon submitting their Winner's Affidavit and IP Assignment) will also be GUARANTEED to place in the subsequent Video Phase. So, if you’re Pitch is selected, you will earn a minimum of $3,000 with a 1-in-3 shot at the $15,000 first place video prize. Remember your Pitch can include any, and all, of the assets mentioned above, but you MUST include a link to some of your previous video work on Tongal or elsewhere to be considered for this phase. For an excellent example of an effective pitch, check out Robert Deutsch's winning Dialogue Earth "Energy" submission. Limit five (5) submissions, per member. To avoid information cascades, all Pitches will remain private until after the video winners of the subsequent phase are announced.

PHASE 2: VIDEO – The three Pitch winners of the previous phase will have two weeks to create and submit their fully-formed 30 second Videos to be evaluated by the Project Judges. The 1^st place winner will receive the $15,000 grand prize, the 2^nd place winner will receive $6,000 and the 3^rd place winner will receive $3,000.

 

--Music: Tongal has partnered with Audiosocket, a boutique music licensing agency representing more than 1,400 emerging bands, composers and record labels. Audiosocket tracks will be available to Tongal members at no charge solely for their incorporation into Tongal members' submissions to the Aura Project.  Tongal members are encouraged to browse the Audiosocket catalog, available at http://audiosocket.com/. If you are interested in using a track from the Audiosocket catalog, as described above, please email music@tongal.com for account and password info, which will allow for the download of up to 3 tracks.

 

1. Videos MUST be 30 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. All work must be your own and free of any copyrighted material.

3. In video copy and in spoken language, the product “Aura” must be supported with “Benjamin Moore.” Therefore, copy should read / be spoken as “Benjamin Moore Aura.”

 

4. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Benjamin Moore.

 

5. Submissions must not portray Benjamin Moore in a negative way, the determination of which will solely reside with Benjamin Moore.

 

6. Submissions must be in the English language or subtitled.

 

7. Limit 5 submission(s) per member, per phase.

 

8. You must be at least thirteen (13) years or older to enter.

 

9. Minimum fifty (50) Pitches or the contest may repost for fourteen (14) days at the sponsor's discretion.

10. Benjamin Moore will be entitled to one reasonable round of revisions on the finished videos without providing additional compensation.

11. 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 and an uncompressed quicktime .mov file in either Animation or ProRes 422 codecs at either 1920x1080 or 1280x720 to claim their prize.

 

12. See OFFICIAL RULES for additional contest information, terms and conditions.