Expired: Start With Flavor Video Project

Start With Flavor Video Project

Create a suite of four videos that show how starting with the flavor of McCormick herbs, spices, and blends helps unlock new possibilities in your kitchen.

McCormick is turning to the Tongal community to create a suite of four videos, using McCormick Ground Cinnamon, Taco Mix, Crushed Red Pepper, and Lime Extract to educate, inspire, and motivate audiences to unlock new possibilities in their kitchens by putting flavor first. Rather than focus on one recipe per video, your videos should each share a few tips and tricks per spice/extract.

OFFICIAL RULES

The goal of this project is to create a suite of four videos up to 60 seconds, each with a 15-second cut-down, all of which are due at the close of the Video Phase. Be sure to check out the “Start With Flavor” Manifesto Video in the link under “Inspiration,” below.

Note on Style: Filmmakers, McCormick is looking for videos that “start with flavor” visually – how would you bring this statement to life? Your videos should show each recipe clearly rather than tell us what to do. See the style guide in the Assets tab for more details.

You must hero all of these spices/extracts, one per video:

  • Ground Cinnamon
  • Taco Mix
  • Crushed Red Pepper
  • Lime Extract

Rather than focusing on one recipe per video, your videos should each share a few tips and tricks on one spice/extract. For example, think of all the recipes that would benefit from a little Ground Cinnamon, from brownies to chili to grilled lamb.

A 2D bumper will be provided.

PRE-PRODUCTION NOTE: This project includes a Pre-Production Phase (What is a Pre-Production Phase?). This means you will be required to submit certain items for Approval before moving onto the Video Phase. The Approval items for this project are:

  • SCRIPT (TIPS AND TRICKS)  – This project requires Script Approval before filmmakers move onto the Video Phase. The brand 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.
  • FOOD STYLIST – This project requires Food Stylist Approval before filmmakers move onto the Video Phase. You must submit your planned Stylist with your Pitch submission. Once chosen as a Pitch Winner, the brand may either approve your Stylist or ask you to submit a new one for approval.
  • CASTING  – This project requires Casting Approval before filmmakers move onto the Video Phase. You must submit at least two actor options per role. If the brand does not approve either of your options for a role, you may be asked to submit two new actor options. See note below.

Note on Casting: You may cast one talent across all four videos. Your talent should be comfortable chopping and prepping food on-screen.
IMPORTANT: 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, there is a chance you will need to reshoot (at your own expense) so please don’t jump the gun.
If you’re selected as a Pitch Winner, a Tongal producer will email you to help walk you through the Pre-Production and Approvals process.
–Deliverables:

  • One video up to 60 seconds featuring Ground Cinnamon
  • One 15-second cut-down featuring Ground Cinnamon
  • One video up to 60 seconds featuring Taco Mix
  • One 15-second cut-down featuring Taco Mix
  • One video up to 60 seconds featuring Crushed Red Pepper
  • One 15-second cut-down featuring Crushed Red Pepper
  • One video up to 60 seconds featuring Lime Extract
  • One 15-second cut-down featuring Lime Extract

 

— Brand Promise/Personality:

  • Promise
    • Inspire a love of homecooking and empower all cooks through flavor
  • Personality
    • “I love, so I teach”
    • Understands that you can’t be an expert in an art form but rather someone in the constant pursuit of a greater appreciation and understanding of it. Oozes passion, integrity and care and works tirelessly to provide the tools needed to inspire others and democratize the beautiful, complex, and at times elite, art.

 

–Key Marketing Messages: 

  • Flavor
    • Start with Flavor
    • Unlock endless possibilities in your kitchen
  • Brand Differentiation
    • For over 128 Years, we’ve taken extreme care of our ingredients so you end up with the best flavor
    • We start with whole leaves, cloves, pods, seeds and more
  • Product – here’s how we talk about our spices & herbs at McCormick. Think of these as inspiration for your videos, not necessarily as recipes/guides:
    • Ground Cinnamon
      • Cinnamon stirs up homemade memories. Sprinkled on oatmeal or swirled into scratch-made cookies, the warmly-spiced aroma of cinnamon takes us back to our childhood. Today, this kitchen staple is finding its way into both sweet and savory dishes. Pure cinnamon has a rich, mahogany color and a deeply warm flavor. Capturing the pure taste of cinnamon is a long journey, but well worth the trip.
      • We start with whole quills, grind them ourselves, and immediately bottle and seal our cinnamon to lock in the genuine taste and aroma
      • Our quest for the best cinnamon begins in the forests of Southeast Asia where cinnamon trees must mature up to 15 years to reach their peak flavor. The cinnamon bark is then harvested at the base of each tree, where it has a deeper color and more intense flavor. The bark is packaged and quickly shipped to our processing plant in Maryland. The cinnamon bark is then cleaned with natural steam to maintain its genuine flavor. The cinnamon is immediately bottled and sealed after grinding to lock in the absolute freshest taste and aroma.
      • Non-GMO
    • Taco Seasoning Mix
      • The most common flavor profile of Taco Seasoning (including McCormick’s) is a blend that includes chili pepper, cumin, paprika and oregano.
      • We’re all about flavor exploration. Mix with Greek Yogurt for Creamy Taco Dip or mix into Mac & Cheese for a Taco flavor twist. With Taco Seasoning Mix, you can follow flavor, not recipes.
      • A key flavor that distinguishes McCormick’s Taco is toasted garlic and onion. This gives it a more rounded flavor profile than other taco seasonings in the market that rely primarily on heat to deliver flavor. This also makes it a great kid-friendly choice.
      • McCormick’s Taco Seasoning Mix is a blend of McCormick spices with no MSG and no artificial flavors.
    • Crushed Red Pepper
      • Crushed red pepper is on the rise. The fiery spice is gaining popularity among chefs and home cooks seeking a zesty flavor boost. Pure crushed red pepper has a vibrant, red color with flecks of yellow and delivers an intense, peppery bite.
      • We start with whole pods that are expertly selected for color and heat specifications, then carefully handled to preserve quality and pure flavor.
      • You’ll know it’s McCormick crushed red pepper if it sets your nose tingling when you take that first whiff. It should be a deep red color, with flecks of yellow seeds.
      • Non-GMO
    • Lime Extract
      • Love the fresh, citrusy taste of lime? Try Pure Lime Extract – an easy, convenient way to achieve signature lime flavor. Made from real limes, it’s a must-have in every kitchen pantry. Use it to add authentic lime zest to cheesecakes, frostings, muffins, smoothies and cocktails.
      • Citrus flavor made from real limes
      • Add lime flavor to Key Lime Pie and other baked goods, smoothies and cocktails
      • Substitution: one teaspoon Pure Lime Extract for one teaspoon grated lime
      • Non-GMO

–About the Product:

  • McCormick herbs and spices are free of fillers and come straight from the source.
  • McCormick extracts have no corn syrup, and are gluten free.

–Target Audience:    Mostly female, ages 25–54; enjoys cooking and providing healthy meals for themselves, their families, and friends.

–Executional Mandatories:

  • Your videos must be Facebook- and Instagram-friendly. Please see best practices in the ’Best Practices’ section below.
  • Your videos must individually feature the four spices/extracts defined above.
  • Style for 16×9 but shoot for a square crop.
  • Your videos must follow the look/tone/feel laid out in the visual identity guidelines, in the Assets tab.
  • Must close out each video with the bumper provided by the Sponsor.

–Tone:    Bold. Enthusiastic. Curious. Inspiring. Heartfelt and authentic. Lively and energetic.

 

–Exposure:    Facebook, Instagram, and McCormick.com

Facebook/Instagram Best Practices

This has to catch the audience’s attention within the first 3 seconds. You can NOT use audio to do this. That means it has to be visually engaging and the punch line does not come at the end of the spot. This cut needs to include graphic subtitles and will also have to be cut for a 1:1 or 2:3 aspect ratio so make sure the critical action happens in the center of the frame.

 

–Inspiration:    Watch McCormick’s “Start With Flavor” manifesto video here:

–Product:   Product is readily available in supermarkets and stores, but will be provided by the brand.

  

This Project will be worth a total of $28,000 and consists of four phases: a Pitch Phase, a Pre-Production Phase, a Video Phase and a Revisions Phase. Be sure to read the following information carefully as well as the Official Rules.

 

PHASE 1: PITCH – Submit your Pitch (What is a Pitch Phase?) convincing the Sponsor why you should be selected to execute a Recipe Video Series as outlined in the Background and Objectives above using:

  • Text (REQUIRED): 500 characters or less synopsizing how you plan to approach and execute this Video.
  • 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.
  • Food Stylist (REQUIRED): You must submit your food stylist’s portfolio and/or links with your Pitch materials.
  • Script (Optional): This should include dialogue from the video you intend to create.
  • Treatment (Optional): A detailed narrative description of what’s going to happen in the video.
  • Storyboards (Optional): Additional concept art, storyboards, shot list, anything that helps get your point across.
  • Headshots/Casting Boards (Optional): Casting notes or concepts, headshots of actors, etc.
  • Pitch Video (Optional): This is your opportunity to show us 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, animatics, etc. are welcome.

 

The most compelling Pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will receive $12,000 to help create the Video Suite. Additionally, upon submitting a Video Suite that satisfies the criteria laid out in your winning Pitch, the Pitch winner will also be GUARANTEED a winning place in the subsequent Video Phase.  So, if your Pitch is selected and you execute your Pitch effectively in your Video submission, you will win an additional $16,000. For an example of an effective Pitch, check out The Indie Machines winning “3 Artists & 5,000 LEGOs” Pitch video. 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 will enter the Pre-Production Phase (What is a Pre-Production Phase?). During this phase, the Pitch Winner will need to receive the following Approvals from the brand:

  • SCRIPT  – This project requires Script Approval before filmmakers move onto the Video Phase. The brand 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.
  • FOOD STYLIST – This project requires Food Stylist Approval before filmmakers move onto the Video Phase. You must submit your planned Stylist with your Pitch submission. Once chosen as a Pitch Winner, the brand may either approve your Stylist or ask you to submit a new one for approval.
  • CASTING  – This project requires Casting Approval before filmmakers move onto the Video Phase. You must submit at least two actor options per role. If the brand does not approve either of your options for a role, you may be asked to submit two new actor options. See note below.

Note on Casting: You may cast one talent across all four videos. Your casting boards should show the talent’s hands, and your talent should be comfortable chopping and prepping food on-screen.

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, there is a chance you will need to reshoot (at your own expense) so please don’t jump the gun.

 

PHASE 3: VIDEO – Once the Pre-Production Phase is complete, the Pitch Winner will create the following deliverables:

–Deliverables:

  • One video up to 60 seconds featuring Ground Cinnamon
  • One 15-second cut-down featuring Ground Cinnamon
  • One video up to 60 seconds featuring Taco Mix
  • One 15-second cut-down featuring Taco Mix
  • One video up to 60 seconds featuring Crushed Red Pepper
  • One 15-second cut-down featuring Crushed Red Pepper
  • One video up to 60 seconds featuring Lime Extract
  • One 15-second cut-down featuring Lime Extract

NOTE: The full suite of four 60-second Videos as well as all four 15-second cut-downs are all due at the close of the Video Phase. Please upload them as separate videos when submitting your Videos.

After revisions are completed (see the Revisions Phase details for more information), the Pitch winner will receive prizes.

–Video Phase Payout:  The Winner of the Video Phase will win $16,000.

 

–Music: Tongal has partnered with three premiere music providers: Jingle Punks, Killer Tracks and Epidemic Sound. Any 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 custom music solution for your project are invited to connect with SCORE A SCORE. They specialize in the creation of custom music, on-demand.

Their business model is based on a “name your price” system, so you can tell them what your budget is, and they will work with you to create a deal configuration that will work within the discussed parameters. Check out the FAQ for more information and how to contact 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 other catalog providers, you must purchase the appropriate license at your own expense and submit it with our Music Release Form when you turn in your Video paperwork.

–Referral:  Any Tongal member who refers one of the winning Video creators in this Project using the Tongal “Invite Friends” functionality will receive a referral fee equal to 5%  of the amount won (up to $500). That’s a potential $500 in bonus cash just for telling all of your talented friends about this Project! Check out more about our Referral Program in FAQ.

PHASE 4: REVISIONS – Once the Video Phase has closed, the Pitch Winner will enter the Revisions Phase (What is a Revisions Phase?). During this phase, the filmmaker will perform reasonable edits on their Videos according to the Sponsor’s feedback. Once the Videos are finalized, the Sponsor will rank the Videos and the winner will be announced.

Awards:- $28,000

Deadline:- 06-06-2017

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