At Tongal, we’ve learned a lot about Benjamin Moore: We know that their paint can’t be found in a big box store, that you just can’t match their unique colors with any other paints (let alone the bargain brands), and that they have unique tools to help customers pick their perfect color. We’ve also learned how customers can have that perfect color delivered directly to their doorstep, and we’ve seen the AMAZING transformations that happen when the perfect paint in the perfect color hits the space it’s been created for...all along. Transformations that soothe the eye and excite the artistic spirit in anyone -- all for less than $50!
To summarize: If your daughter wants a pink bedroom, Benjamin Moore can help you figure out if it’s Conch Shell or Early Sunrise (Or both) and deliver it to your door for less than $50. You get it—Benjamin Moore is pretty awesome.
So—What else makes Benjamin Moore Paints stand out so much?...Do they have a secret formula?
Well...as a matter of fact, they do—and it’s composed of two key differentiators:
- 1) Performance/Technology: Benjamin Moore’s Gennex technology provides durability and richness of color that simply cannot be equaled by any competitor.
- 2) Selection: Benjamin Moore has the right paint for everyone from the price-conscious shopper looking for quality (Concepts) all the way up to the super savvy designer, looking for the ultimate color experience (Aura).
But the key for Benjamin Moore—and for this project—is to capture the essence of the brand in order to communicate these two distinct key differentiators (Performance and Selection), by creating a character that articulates them by word, deed, and example. Who (or what) could that be?
To answer that question, Benjamin Moore has turned to the unparalleled creative power of the Tongal community. They’re asking us (that means you!) to help them develop a spokesperson, or character—and the narrative they will deliver—to bring Benjamin Moore’s two Key Differentiators vividly to life.
This is a great opportunity to go really deep. Or wide. Imagine the fun they had at Pixar coming up with new superheroes for “The Incredibles.” How about being on the advertising team that pitched Mr. Clean? The Keebler Elves? The Green Giant? Well, here’s your chance—and Benjamin Moore’s—to make a lasting impression. There are some categories—insurance comes to mind—that have been all but taken over by characters: The Geico Gecko, Progressive’s Flo, and Allstate’s Mayhem.
When it comes to advertising that sticks, that makes a cultural impact, character is where it’s at. And hey, if insurance can be as fun as “Mayhem,” Just imagine what you can do to make Benjamin Moore come to life!
Create a Character that will serve as a spokes-person for Benjamin Moore built on the brand’s core values and appeal. Produce three 15-30 second spots based around that character: one focused on the character itself, one on Performance and one on Selection.
The spokesman/woman/creature/object/entity can be anyone or anything—just make sure he, she, or it brings Benjamin Moore’s brand and Key Differentiators (Performance and Selection) to life on the screen.
1) Performance/Technology: Benjamin Moore’s Gennex technology provides durability and richness of color that simply cannot be equaled by any competitor.
2) Selection: Benjamin Moore has the right paint for everyone from the price-conscious shopper looking for quality (Concepts) all the way up to the super savvy designer, looking for the ultimate color experience (Aura).
This project will be worth a total of $25,000 and consists of four phases. Also, this tournament style process will progress differently from previous projects, so be sure to read the following information carefully.
PHASE 1: CHARACTER – Using 500 characters of text or less, images, sketches video, and/or external links to other supporting assets, conceptualize a character that will serve as a spokesman for Benjamin Moore. The TWO most compelling Characters will be selected and the creators of those Characters will each receive $1,000. Limit five (5) submissions per member.
PHASE 2: CONCEPT – In 250 characters or less, tell us your Concept for a Video featuring one of the winning characters from the previous phase. Concepts must be focused on one of three frameworks: General Character, Performance or Selection. The SIX most compelling Concepts will be selected (three corresponding to each Character – one per framework). The creators of those Concepts will each receive $400. Limit five (5) submissions per member.
PHASE 3: 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 three 15 or 30 second videos based on the winning concepts from the previous phase. The FOUR most compelling Pitches will be selected and the creators of those Pitches will receive a $750 production budget to produce their three 15 or 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 $1,750 with a 1-in-4 shot at the $11,250 first place video prize. Remember your Pitch can include any, and all, of the assets mentioned above, but you MUST include 1) a link to some of your previous video work on Tongal or elsewhere 2) casting information for the Character 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 4: VIDEO – The four Pitch winners of the previous phase will submit their three fully-formed 15 or 30 second Videos to be evaluated by the Project Judges. The 1st place winner will receive the $11,250 grand prize, 2nd place winner will receive $4,000, 3rd place winner will receive $1,500 and 4th place winner will receive $1,000.
--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 Character 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 email@example.com for account and password info, which will allow for the download of up to 3 tracks.
1. Each of the three Videos MUST be either 15 or 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. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Benjamin Moore.
4. Submissions must not portray Benjamin Moore in a negative way, the determination of which will solely reside with Benjamin Moore.
5. Submissions must be in the English language or subtitled.
6. Limit 5 submission(s) per member, per phase.
7. You must be at least thirteen (13) years or older to enter.
8. Minimum one hundred (100) Characters and one hundred (100) Pitches or the contest may repost for fourteen (14) days at the sponsor's discretion.
9. Benjamin Moore will be entitled to one reasonable round of revisions on the finished videos without providing additional compensation.
10. 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.
11. See OFFICIAL RULES for additional contest information, terms and conditions.