Since launching in 2011, Sole Society (solesociety.com) has become a one-stop shop for high-quality, on-trend shoes, handbags and accessories. New shoes, bags and accessories are released weekly as well as exclusive fashion and style content. In 2012, Sole Society partnered with Nordstrom to expand their online presence into select brick and mortar stores across the country pioneering a new era of fashion retail.

Now Sole Society is turning to Tongal to help source their first TV commercial! They want YOU to speak to the modern woman who loves fashion and style but doesn't want to pay a fortune. They want YOU to create a 30 second spot that is beautiful and also communicates the value of Sole Society's shoes, bags and accessories. Because, when you need the perfect shoes, bags and accessories to match your favorite jeans and classic black top, Sole Society is there to finish your look without breaking the bank. 

NEW GUIDANCE FROM SOLE SOCIETY:

This TV spot is intended to air in August through Fall. Although we’re in the middle of summer, it would be ideal if this could work through boot season. Please tailor your visual cues to transcend "season" (e.g., steer clear of summertime sandals on sandy beaches).

The Sponsor is hoping to make product available to potential wild card creators (including boots and other Fall styles). For general direction of Sole Society styling and branding, please refer to 

In terms of casting, remember Sole Society wants to stress that they’re not too young a brand. They are less about that carefree 22 year old girl and more about that beautiful, classic woman.

NEW MUSIC GUIDANCE FROM SOLE SOCIETY: 

Brand is elevated/nothing too pop or too indie, something that is catchy and light hearted. Something that makes you feel good:

Amazon commercial from a few years ago – the stop motion spots and the music was light and really fun. It was COOL – not stock. 

Don't want to sound Macy's/JCPenney/Target – want to have our own sound. 

Indie Pop like this:

http://songza.com/listen/sunshine-indie-pop-songza/

http://www.youtube.com/watch?v=nYUVpjrzvXc

http://www.youtube.com/watch?v=6NnvN6Ycrmw— this is a little dark but you get the idea.

Other great music: 

Bruno Mars, the Black Keys, Lumineers

NOT heavy rap, Justin Bieber, anything too pop music. 

The goal of this project is to create a beautiful and aspirational 30 second TV commercial that drives women to discover and shop at SoleSociety.com and creates awareness that Sole Society offers must-have shoes, bags, and accessories at approachable prices.

Sole Society is looking for a 30 second spot that is beautiful AND also communicates the value of Sole Society's shoes, bags and accessories. Your commercial must feature Sole Society’s on-trend, high-quality and timeless shoes, bags and accessories and cause women to be wow-ed by their great prices as a bonus!

PLEASE:  This is not TJ Maxx, Marshalls or DSW. This is not about slashing prices. This is not a membership club like Shoe Dazzle or Shoe Mint. We want to find a way to differentiate Sole Society from these subscription-based online retailers. This is about creating lifestyle content. This is your opportunity to make a COOL, CLEAN, and INSPIRED FASHION ad.

This, Tongal, is your chance to be beautiful. 

For reference, see:

• Dior “Dior Addict” (link)

• Madewell “Ready. Set. Summer.” (link)

• JC Penny “Yours Truly” (link)

• Levi’s “Go Forth” (link)

-- Key Marketing Message:

 • Sole Society: Must-have shoes, bags and accessories at amazing prices. 

• Encourage “our girl” to come to Sole Society to shop for shoes, bags and accessories. 

• Not paying outrageous prices is not only COOL but you also get the same quality!  

• Sole Society believes that style should be easy and every woman deserves a great pair of shoes. In every color. For every occasion. From day to night, and week to weekend.

-- Target Audience: Women ages 25-45. The Sole Society girl is cool – She’s a mom who might quickly need a pair of wedges, she’s a woman in the workforce, she’s the girl who knows the trends but doesn’t buy into them necessarily. She blends high and low.

-- Tone: Aspirational, yet attainable. Modern, yet timeless, Current, yet classic. Luxe, Beautiful, Clean, Cool, Fresh, Sophisticated, Fun. On-trend. High Quality. With an element of surprise or discovery.  Not cheap, not cheesy, not pink, not overdone, not too colorful.

-- Executional Mandatories:

• Commercials must include Sole Society shoes, bags and accessories.

• Commercials should not have cheesy voice over, but they can and should mention “Sole Society, sold exclusively at Nordstrom.”

• Sponsor may provide video winners with a brand-approved bumper / end tag that includes a specific Call To Action (e.g., Easy returns with FREE shipping both ways, etc)

• Sponsor will provide video winners with broadcast specs for final delivery, including HD/SD title-safe versions. 

-- Exposure: Intended to air on broadcast television. May also be shared on the Sole Society digital social channels.

This project will be worth a total of $50,000 and consist of three phases, an Idea Phase, a Pitch Phase and a Video Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: IDEA – Tell us your Idea for a Sole Society TV Commercial in 140 characters or less. Remember, an Idea (What is an Idea Phase?) is not a detailed script; it is a spark of inspiration, or a distillation of what will happen in the Video. As always, Ideas should be clever and engaging. FOUR (4) winning Idea creators will each receive $250 + a $250 Sole Society Gift Card, and a 5% one-time residual payment for every winning Video their Idea is used to generate. (That means if your winning Idea is the basis for the 1st place Video, you will receive $1,250, the 2nd place Video $650, the 3rd place Video $300) – see Video Phase Payout details below.

PHASE 2: PITCH – TO BE CONSIDERED FOR THIS PHASE, YOU MUST INCLUDE STORYBOARDS OR A PITCH VIDEO. WE ALSO RECOMMEND INCLUDING YOUR TOP CASTING CHOICES. YOU WILL BE REQUIRED TO SUBMIT HEADSHOTS FOR APPROVAL BEFORE YOUR SHOOT.

Using text (500 characters or less), images (storyboards), video, and external links (to other supporting assets, i.e., your reel, etc.), give us your Pitch (What Is a Pitch Phase?) for how YOU would go about producing a 30 second Sole Society TV commercial based on one of the winning Ideas. The TWO (2) most compelling Pitches will be selected and will each receive $3,000 to help create their Video.  Those winners (upon submitting their Winner's Affidavit and IP Assignment) will also be GUARANTEED a winning place in the subsequent Video Phase.  So, if your Pitch is selected and you submit a video during the Video Phase, you will win an additional $6,000, at a minimum, and have a chance to compete for the $25,000 first place Video prize (subject to deduction for one-time 5% residual payment).  Remember your Pitch can include any, and all, of the assets mentioned above and you MUST include a link to some of your previous video work on Tongal or elsewhere to be considered for this phase. For an example of an effective pitch, check out Eric Beck’s winning pitch for LEGO “5,000 LEGO’s, Unlimited Inspiration.” All Pitches will remain private until after the winners of the Video Phase are announced and the Project is complete. Keep in mind, if you don’t win the Pitch Phase or choose not to create a Pitch, you will still have the opportunity to create and submit a “Wild Card” Video. 

PHASE 3: VIDEO – The TWO (2) winners from the Pitch Phase will create a 30 second video based upon their winning Pitches, and all other creators are invited to enter a “Wild Card” (What Is a Wildcard?) submission that is not based on any winning material from the previous phases.  The Judges will score all Wild Card Videos and the highest scoring Wild Card Video and the TWO (2) winning Videos submitted by Pitch winners will be scored to determine the standings for the Video Phase.  Remember, the TWO (2) Pitch winners, along with ONE (1) non-Pitch Video creator, will receive prizes.

-- Video Phase Payout: Winners of the Video Phase will earn the following prizes: 1st place $25,000, 2nd place $12,000, 3rd place $6,000 (less any 5% one-time residual payments paid to Idea winners, as applicable).

--Music: Noise/Racket, is a Music Supervision and Artist Management company working with a select group of clients and artists to bring the best new music, out into the rest of the World.  A selection of Noise/Racket music will be available to Tongal members at no charge solely for their incorporation into Tongal members' submissions to this Project.  Tongal members are encouraged to browse the Noise/Racket catalogue, available by clicking on this link: http://www.noiseracketmusic.com/. If you are interested in using a track from the Noise/Racket roster, as described above, simply download the track by clicking the "download" button, which will initiate the music file download. You may only use THREE Noise/Racket tracks maximum as part of your video submission.

1. The Video MUST not exceed 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. 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, 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. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sole Society.

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

6. Videos 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 50 Pitches, or the contest may repost for fourteen (14) days at the sponsor's discretion.

10. Sponsor will be entitled to one reasonable round of revisions on the finished video without providing additional compensation. Remember it's easier to re-edit than re-shoot so try to get as much coverage as possible.

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

12. BY SUBMITTING A VIDEO ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES SOLELY THE PROPERTY OF TONGAL – 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 WEB SITE 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.

13. 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.