Using any form of animation, create a pair of unique videos for broadcast that bring Match's "Adults Wanted" billboard campaign to life in a fun way that still remains true to its source material.
Match App has been garnering attention on NYC & LA sidewalks with their "Adults Wanted" billboard campaign, which is a rallying cry for adult singles fed up with all the usual dating red flags, and who want to date like an adult. This means healthy boundaries, consistent communication, and generally being a decent human. This campaign is anchored by clever taglines written in a custom font that channels vintage "help wanted" signs, but now, they're looking to bring the spirit of these signs to life through a set of broadcast videos that use some of those existing creative elements while elevating the material in a new medium.
Match has partnered with NYC artist Jon Contino to create a unique handwritten font, and the goal of this project is to use that font along with the campaign guidelines to create an attention grabbing video bringing the "Adults Wanted" message to life using any style of animation: 2D, stop motion, or even advanced motion graphics. Much like the billboards have done so far, they want this video to stop people in their tracks. So long as you use the custom typography, they're open to any approach here.
The tonal messaging is driven by relatability, delivered with a little bit of a smirk. It's fun, in your face, and relatable. Both the visuals and the copy should embody this energy. That copy could be VO or on-screen text, or both, but it should be noted that VO is not a requirement. You can use these copy lines as they are, or come up with your own in the same vain. We'll be running an ideation project in parallel with this brief to source additional options, so be prepared to adapt to incorporating new copy as well. It's also crucial that these videos incorporate a strong call to action: Adults Wanted.
The two :30 videos must be creatively distinct. Meaning that if a viewer were to watch them within close succession, they'd feel a part of the same campaign, but differentiated enough that it felt like an entirely different video. The :15 cutdowns can be straight cutdowns of the main :30s. That said for both the :10 and :15 cutdowns, it's important that Match is mentioned within the first 3-5 seconds.
It is worth noting that this is an aggressive timeline for animation to the scale we're expecting, so please look over the timeline linked and be prepared to speak to how you plan to prepare for this.
Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are 20 total video assets.
TIMELINE: HERE
EXPOSURE: We anticipate content will be used on the platforms listed below, but if casting talent, please be sure your talent reviews the required Talent Release, as it is not limited to these platforms. You should also review our Music providers in the Project Requirements, as well as the platform best practices page.
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OPEN BID:
HERE is a quick snapshot of the campaign and what people are saying about it.
While dating via apps is nothing new, the landscape for singles is changing in real time to accommodate the ever evolving world of dating culture– how people date, dating behaviors (both good and bad), expectations and overall relationship goals.
Match is now fully accessible to everyone (with a free version) and the app is fully primed for singles in the current climate. However, the brand continues to overcome emotional perceptions from the last decade that act as barriers to product adoption today, namely that there “aren’t people like me” on the platform, Match is/was “my mom’s dating site” and product barriers around paywalls and ease of use. In order to change this perception, they need to increase new high quality members on the product, and deliver them matches that resonate.
They launched the Adults Date Better platform in August 2021 to reframe perception around what they believe and who they’re for. The idea of emotional maturity is clearly resonating with singles, especially in this post-pandemic period, where time is valuable, priorities have shifted and there is very little room for BS when it comes to dating. Based on messaging they’ve tested, they’ve found that singles resonate more with the lighter nature of real-life adult dating behavior over the sometimes emotional, sentimental moments that deal with tougher issues.
Our current campaign, Adults Wanted, launched in May of 2023, and brought a slightly different tone and a more in-your-face CTA to the ADB platform message. Designed like a bunch of vintage help-wanted signs, the OOH, transit and digital-focused campaign sang its siren song across NYC and LA: Lend us your go-to-bed-earlies, your two-way communicators, your matches who are not only smart but nice, and those who forego flower purchases for tampon runs. The message and copy lines are hitting hard and reactions across the board have given us the intel that this is resonating with our target.
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.
The most compelling pitch will be greenlit, and the responsible creator will then receive an email from Tongal producers detailing next steps. All submitters will also receive an automated email notification that a selection has been announced. To ensure you’re receiving project updates, review your email settings to check that you haven’t unsubscribed.
Creators who’ve been selected will receive funding upon completing the Winner Affidavit and the IP Assignment. Payment of the pitch funds is subject to a payment schedule determined by Tongal. Please see the full payment schedule.
PRE-PRODUCTION REQUIREMENTS: Prior to shooting, filmmakers must receive the below approvals from the Sponsor.
For your convenience, we’ve provided some helpful templates to use at your discretion. They include templates for creating a treatment, production budget, storyboards, shot list, call sheet, and a music cue sheet. Additionally, there are templates that will help you clearly present cast, location, and wardrobe options to the Sponsor. They can all be accessed here.
BUILDING YOUR TEAM: Tongal supports inclusivity in all of our productions and strongly encourages you to hire diverse talent for your team. To find staff & crew in your area, check out these resources and partners.
REVISION REQUIREMENTS & RESOURCES: Once the Video Phase has closed, the greenlit submitters will enter the Revisions Phase. Filmmakers will perform reasonable edits on their videos according to the Sponsor’s feedback. Check out our Filmmaker Resource Portal to access helpful post-production resources like Text-Safe Guides for different platforms, Project File Organization Tutorial, Export Presets, and Captioning services.
MUSIC: If you use any music from a library for your content, you MUST use one of Tongal's three music providers - Jingle Punks, Universal Production Music and Epidemic Sound. Music from these providers is available to registered Tongal members at no charge solely for their incorporation into submissions to this project, and will not require a Music Release Form. To learn more about using each of these music providers, click on any of the providers’ names above.
If you choose to use custom or original music, you must fill out and submit our Music Release Form. Please ensure your composer reviews and signs this form BEFORE beginning their work.
Tongal has partnered with the stock footage library STORYBLOCKS, which can be used to source video clips, photography, and After Effects templates for your video submission to this project. Video or photo content from Storyblocks is available at no charge, solely for incorporation into submissions on this project, and content will not require a separate Release Form. If identifiable people or intellectual property appears in a video clip or photo, you may only utilize assets that are clearly marked “Model released: Yes” or “Property release: Yes” on the clip description pages. You may not use any audio.
If you intend to use Storyblocks, inform your Tongal producer beforehand, and an account will be created for you to access the library and its features. Once your video submissions are approved by the Sponsor, you must provide a complete list of all Storyblocks content that you used via our template HERE.
ASSET DELIVERY REQUIREMENTS & RESOURCES: You must also provide all project files, editing sequences and a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec in order to submit final payment. You will also need to deliver all RAW files on a hard drive. You are responsible for the costs associated the hard drive and shipping.
To ensure a smoother delivery, please review the Export Presets, Specifications, and Project File Organization Tutorial in our Filmmaker Resource Portal.