Produce a fresh and fun direct response TV commercial for Credit Sesame based on one of two creative concepts.

There are a lot of financial institutions that give you a credit score - like banks and credit cards - but all they really do is put a number in front of you. When you’re looking to qualify for a car loan, or get a better rate on a home mortgage, that’s not enough. Sure, you’ve got your score, but now what? Do you know where that number comes from? If it’s any good? What you can get with it?

Enter Credit Sesame. Credit Sesame is a free service that not only lets you access your credit score, but it also enables you to understand it, track it, and improve it, which can ultimately make it easier to get the things you want. 

In Credit Sesame’s previous TV Commercial Project, the brand wanted a more traditional approach to delivering their message, but for this, they’ve developed two out-of-the-box concepts for a new direct response TV commercial. Both of these concepts revolve around that “Now what?” moment, when someone has their credit score, but isn’t sure what it means until they discover Credit Sesame.

Check out the two concepts, and more details below...'

The goal is to produce a direct response TV commercial for Credit Sesame based on ONE of the two creative concepts below. The commercial should drive traffic to creditsesame.com, and it must follow the direct response format guidelines detailed further below. You will be responsible for both a 30-second video and a corresponding 15-second cut-down.

• “The Expert” - In this we meet two characters that we can loosely refer to as “the Expert” and “the Novice.” They’re about to undertake something challenging and a little over-the-top, like skydiving, waterskiing, or wrangling puppies. As we meet them, the Expert lays out their credit score problem, but says that no one tells you what to do next. Immediately after that line delivery, the action takes off - and the Novice, unprepared, is pulled right along, anxiously calling to the Expert for help in our “Now what?!?!” moment… except the Expert thinks the Novice is responding to his credit score remark, and answers the Novice’s question by launching into an extended explanation of what Credit Sesame can do. Clever and humorous action play out in the background with the harried Novice, but the Expert stays on message until the end, when things finally settle and the Expert give us our call-to-action as if nothing ever happened.
• “The Twist” - This setup introduces our Lead Character in a cinematic setting, with matching attire, as they remark about their credit score problem. Suddenly, a classic movie-style twist happens around the Lead Character: a murder, a reveal, a discovery, a betrayal. Another actor calls out, “Now what?” but our Lead Character is unruffled and stays on topic, saying “Now, with Credit Sesame…” and continues to explain what Credit Sesame can do. While the dramatic twist resolves itself in the background, the Lead Character stays on message, until delivering our call-to-action as if nothing ever happened.

Here’s what else you need to know:

• This is an open bid project, so you’ll get to set your overall budget proposal. You can download the Budget template here. Credit Sesame would like each producer to create a :30 TV commercial and a :15 cutdown within a budget range of $25,000-$50,000.
• A “direct response” spot is about presenting a specific problem & offering a specific solution. The ideal outcome of a direct response commercial is that the audience takes immediate action in response to the commercial, and that response is to visit CreditSesame.com, or download the Android and iOS app.
• You should review two recent examples of their direct response approaches HERE and HERE. Consider these so you can see how the problem and solution are laid out, how the benefits and features are clearly explained, and how dialogue, graphics, and text all support the main objective.
• You should highlight an essential pain point for users: a fear, a frustration, or an out-of-reach desire: I don’t know my credit score, or I don’t understand what’s impacting my credit score, or I need to improve my credit score to get something. That pain point might connect to something like a car loan, but either way, customers care about products that solve their problems.
• This is a message-heavy spot; not a story-driven spot. The two concepts provide a clever hook and narrative framework, but after that’s established in the first few seconds, your script must stay on message through the remainder of the spot. You must provide enough info about the benefits and features of Credit Sesame for people to make a decision. Think about Geico spots in general as a reference, and check out the Key Messaging section below for the important points that should be communicated.
• The two concepts are not scripts. Although we refer to “the Expert” and offer examples like “skydiving” and “murder,” this is only meant to broadly illustrate how these two conceptual frameworks might function. Don’t take them literally; be more creative and think about what you can do best that fits into ONE of these two molds and makes for an engaging - and effective - spot.
• You'll need graphic design and motion graphics. You can't rely entirely on dialogue and VO, as viewers need to "get it" without necessarily hearing the audio, and that underscores the need for graphics and text. Brand logo, fonts, colors, iconography, and some in-app animations can be provided, but you should still expect to include some original work, even if it’s minimal.
• The timeline is fast-moving and abbreviated. Credit Sesame is looking to deploy fast, and you will need to put the production together rapidly.
• Credit Sesame is US-only. On-screen or voice talent should speak English with an American accent, and you should ensure that your locations don't feel too coastal (i.e. no palm trees). Beyond that, there are no geographic restrictions otherwise for who can pitch. 

Creatively, you’ll probably notice that the two concepts have several things in common, but the important part is the shared three-part storytelling structure, which looks like this:

• Introduce the credit score problem while you hook the audience with a strong visual setup
• Pivot to the Credit Sesame solution when you trigger the action, then use the action to subvert audience expectations and keep them hooked.
• Drive the audience to respond immediately at the end, and leave them with a clear takeaway, along with the feeling of having been entertained.

--Key Messaging:  

• You MUST feature (or mention) Credit Sesame in the first 3 seconds, with graphics & text, VO, or dialogue.
• You MUST mention “Credit Sesame” at least 3 times in VO or dialogue.
• You MUST state that Credit Sesame is completely free at least 3 times in VO or dialogue, and reinforce it with text or graphics.
• You MUST end with an explicit Call-to-Action and End-Card. This Call-to-Action can be either dialogue or VO, and may be supported with text. The end-card must include CreditSesame.com as text on-screen, as well as graphic bugs for the iPhone App Store and Google Play.
  • You will be provided with brand logo, fonts, colors, and iconography.
  • You can review Apple Store guidelines HERE.
  • You can review Google Play Store guidelines HERE.
• You’ll see the words access, understand, and improve used frequently, as they can be helpful in how you communicate the benefits of Credit Sesame. A few other phrases used often:
  • Credit Sesame helps you learn about and understand your credit score better.
  • Credit Sesame provides you with a strategy around how to improve your credit.
  • A better credit score helps you get the things you want.
  • Credit Sesame helps you protect your already good credit.
• You CANNOT explicitly say that Credit Sesame directly improves your credit score. Credit Sesame can provide consumers with a strategy and can help show you how to improve your credit.
• You CANNOT mention any of Credit Sesame’s competitors. There is already some confusion in the market with CreditKarma and we don’t want to add to it.

--Tone: 

• Upbeat, relatable, friendly, confident.
• Given the concepts, clever humor is okay, but silly humor is not. 

--Target Audience:

• Credit Sesame is US-only. The service is not available for international consumers.
• While the overall CS audience skews younger (25-35), the audience we also want to focus on is slightly more mature (35+). They are mobile savvy customers with the financial means to purchase some of our products.

--Exposure: TV is first and foremost, including cable, broadcast, and streaming. This may also see deployment on YouTube and Credit Sesame’s other owned channels.

This Project will be Open Bid and consists of 5 Phases: a Pitch Phase, a Pre-Production Phase, a Video Phase, a Revisions Phase, and an Asset Delivery Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: PITCH - This is an open bid project, so you’ll get to set your overall budget proposal. You can download the Budget template here. Credit Sesame would like each producer to create a :30 TV commercial and a :15 cutdown within a budget range of $25,000-$50,000.

Submit your Pitch (What is a Pitch Phase?)  convincing the Credit Sesame why you should be selected to execute a Video based on one of the two concepts provided using:

• Text (REQUIRED): 500 characters or less synopsizing how you plan to approach and execute this Video.
• Treatment (REQUIRED): A detailed narrative description of what's going to happen in the video. If it's helpful to you, we've provided a Treatment template, which you can find here.
• 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.
• Budget (REQUIRED): Feel free to download and use the Tongal budget template here.
• Script (Optional): This should include dialogue from the video you intend to create.
• Pitch Video (Optional): This is your opportunity to be face-to-face with the Sponsor and show them what you're capable of. Consider submitting a Pitch video in which you tell the Sponsor what they can expect should they choose your Pitch. Also, test videos, animatic, etc. are welcome. 

For some examples of effective Pitch videos, check out this gallery. All Pitches will remain private until after the winner of the Video Phase is announced and the Project is complete.

--Pre-Production Commencement Payment: The single most compelling Pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will receive initial payment with 20% of their approved budget for the commencement of pre-production on their Video. 

For an example of an effective Pitch, check out the Pitch Gallery. All Pitches will remain private until after the winner of the Video Phase is announced and the Project is complete. 

PHASE 2: PRE-PRODUCTION – The Pitch Winner from the Pitch Phase will enter the Pre-Production Phase (What is a Pre-Production Phase?). During this phase, filmmakers will need to receive the following Approvals from the brand: 

• SCRIPT – This project requires Script Approval before filmmakers move onto the Video Phase. Credit Sesame may provide feedback on your Script and ask you to submit a new version. There may be multiple rounds of feedback until a Script is approved by the brand.
• CASTING – This project requires Casting Approval before filmmakers move onto the Video Phase. You must submit at least two actor options per role. If Credit Sesame does not approve either of your options for a role, you may be asked to submit two new actor options.
• LOCATION – This project requires Location Approval before filmmakers move onto the Video Phase. This means you will need to submit multiple images of your primary filming. Credit Sesame may provide feedback on your location and ask you to submit additional photos or to find a new location and submit images for that.

No filmmakers may begin shooting their Video until all Approvals are completed and the Video Phase has officially begun. If you begin shooting your Video during the Pre-Production Phase before you have received final approval, there is a chance you will need to reshoot (at your own expense).

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 the Sponsor cast, location, and wardrobe options. They can all be accessed here.

--Production Greenlight Payment: Upon receiving approval from the Sponsor for all pre-production approvals, and being greenlit into Video Phase for production, the Pitch winner will receive an additional payment with the next 40% of their approved budget.

PHASE 3: VIDEO – Once the Pre-Production Phase is complete, the Pitch Winner will create a :30 TV commercial, and 15-second cut-down, based upon their winning Pitch.

NOTE: The 30-second TV commercial video and 15-second cut-down are both due at the close of the Video Phase. Please upload them as separate videos when submitting your Videos.

--Music:  Tongal has partnered with two premiere music providers: Jingle Punks and Epidemic Sound, either of which can be used to source music for your Video submission to this Project. 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 separate Music Release Form. To learn more about using each of these music providers, click on any of the provider’s names above.

Tongal members interested in a more customized music solution for your project are invited to connect with our partner Score A Score. Email a brief description of your project (timing, creative, budget, etc.), along with any specific music direction and/or references to their creative team at music@scoreascore.com and include “Tongal Project - Your Name” in the subject line.  Their creative team will be in touch within a few minutes to discuss the simple process and options with you. Please note that you will be responsible for the fees associated with using Score A Score.

If you are selected as a winner and choose to use custom/original music, you must fill out and submit our Music Release Form. If you obtain music from third-party catalog providers, you must purchase the appropriate license at your own expense and submit it with your license purchase receipt when you turn in your Video paperwork.

PHASE 4: REVISIONS – Once the Video Phase has closed, the winning submitters will enter the Revisions Phase (What is a Revisions Phase?). During this phase, filmmakers will perform reasonable edits on their Videos according to the Sponsor’s feedback. 

PHASE 5: ASSETS DELIVERY - 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 be responsible for the costs associated the hard drive (if necessary) and shipping.

For Tongal’s file delivery specs and any other questions you may have about post production please click here.

--Final Delivery Payment: Upon submitting final Videos that satisfy the criteria laid out in your winning Pitch, completing Sponsor notes, providing the necessary release forms, and providing all assets required by the sponsor the Pitch winner will receive the remaining 40% of their budget.

1. The Video MUST not exceed 30 seconds in length. 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 you be selected as winner, 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, winning Video creators MUST also provide Talent, Location, Music (or other) Releases for all assets appearing in their winning 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 award.

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.