This project thas been reopened to allow for more participation. The submission phase will remain open until 06/08 @ 12pm PT.
Use clever editing and motion graphics to create a dynamic proof of concept video to redesign the look & feel of Winn-Dixie's weekly social videos advertising their featured Deal of the Week.
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:
TIMELINE: For the full project timeline please see the Assets section.
EXPOSURE:
TARGET AUDIENCE:
TONE:
EXECUTIONAL MANDATORIES:
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:
In order to be considered for this project, you must include the below materials in your pitch submission.
The two most compelling proof-of-concept videos will be greenlit, and upon completing the Winner Affidavit and the IP Assignment, the responsible creator will receive initial funding. Complete funding will be received after filmmakers complete two rounds of revisions based on sponsor feedback.
PRE-PRODUCTION REQUIREMENTS: Prior to entering into revisions, 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.
REVISION REQUIREMENTS: 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.
MUSIC: Your proof of concept will need to use the existing Winn-Dixie music bed. However, you are free to use other sources for SFX. Tongal has partnered with three premiere music providers: Jingle Punks, Universal Production Music and Epidemic Sound, any of which can be used to source SFX for your video submission to this project. SFX 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 providers’ names above.
If you choose to use custom/original SFX, you must fill out and submit our Music Release Form. If you obtain SFX 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.
ASSET DELIVERY REQUIREMENTS: 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 are responsible for the costs associated with the hard drive and shipping.
For Tongal’s file delivery specs and any other questions you may have about post production, please click here.