Coke brief
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Coke brief






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    Coke brief Coke brief Document Transcript

    •    Make An Ad CompetitionBRIEF: Coke ClassicBACKGROUNDDo you recall your very first experience with a Coca-Cola? What did it taste like?Who were you with? How did you feel? What’s interesting about these questionsis that you can ask almost anyone, of any age, anywhere in the world, and they’dbe able to share a fond memory.In 1886, Coke was created as an aid to fatigue - an energy drink that was sharedaround local soda fountains (think of the bar/coffee culture that exists today),wherein lasting memories were created over a Coke. These experiences leftpeople uplifted and refreshed, both emotionally and physically.And for the last 125 years, every generation has been told the story of Coke, butwhat does it mean to today’s teenager?Opportunity for CokeGive Coke functional and emotional meaning to teens. Or, more specifically, tellteens about the specialness of Coke by helping them understand what it DOES –Coca-Cola is an indispensable source of uplift.What do we mean by uplifted? Physically, Coke refreshes and reenergizes teensthrough a multisensory experience: the liquid and its ice cold feeling, the contourshape of the bottle, audio and visual cues from the drinking experience, andthose curious little bubbles. Emotionally, Coke enables a social environment inwhich teens express themselves, gain recognition and feel empowered.CANNES 2010 / Coke Classic Competition Brief
    •    What do we want from you?Engaging, filmic stories, relevant to teens, around this idea of uplift.What makes a good Coke story? • Appropriate Tone: optimistic, happy, and a sense of togetherness. Stay away from stories that are depressing, too serious, or lonely. • Strong Role of product: Coke, the product, must play an integral and meaningful role in the communication. If creative work can be described without mentioning Coca-Cola, the role for Coke is not strong enough. • Emotional based story-telling: your story should be one that teens can relate to, one that stems from an insight around this target, and creates an emotional bond between teens and Coca-Cola.Guidelines • :30, :60 or :90 films will be accepted, though :30 and :60 edits are preferred. • Use the supplied Coca-Cola :05 endtag – this should be included within the full length of your film (:30, :60, :90). • Language: can you tell your story without language, relying on picture, music and sound design? This enables your story to be shown globally, beyond language borders. So, non-language films are not mandatory, but encouraged. If you do feel language is needed to truly bring your story to life, English is preferred. • The Coke brand has an audio signature that may be leveraged, if it works within your story. It may be used as a sign-off over the endtag or integrated within the film itself. For references, search “Coca-Cola It’s Mine” or “Coca-Cola Heist” wherein the audio signature is used over the endtag.Now, have fun and good luck!CANNES 2010 / Coke Classic Competition Brief
    •    FAQWhat is The Best Video FormatIn general, our most accepted format source is using a Quicktime .mov container withmpeg4 video codec and AAC constant bit-rate audio codec. We do also accept mp4,mov, avi and mpg formats but please only use standard codecs – test your video on afriend’s computer before uploading!Neither height nor width can be odd numerically or else diagonal distortions may occur inthe outputs (eg dimensions of 1023 x 768 should not be used because 1023 is an oddnumber).Ideally the video should be 16:9 aspect ratio without any black borders. We recommenda resolution of 1280x720 or higher although lower resolutions are supported. Werecommend a framerate of 30fps.In our own tests we found a final encode using FFMpeg (Mpeg 4) and an AAC(Coreaudio) stereo audio codec worked consistently well through the MOFILMplatform. This is our preferred upload format and uses an .m4v extension.How Do I Upload?Visit the competition website at: and click on the upload button whichwill be on the competition pageWhat Is The Maximum Filesize?Maximum filesize permitted by the MOFILM platform is 300Mb but we recommendaiming for around 30Mb per 60 seconds of video content if you use our recommendedMpeg4 encoding.How Should I Name My Files?Avoid using special/international characters and keep the total filename (includingextension) below 80 characters. Ensure the extension is correct for the container used(eg .mov, .mp4, etc). An extension that has been changed (eg a .mov that is changed to.mp4) will be rejected by our platform – you MUST re-encode if you wish to use adifferent extension.After uploading the video you will be able to choose a title for your video and enter anoptional description.continued on next pageCANNES 2010 / Coke Classic Competition Brief
    •    What happens after upload?Once you have uploaded your video it will go through the MOFILM encoding platformwhich creates standard judging formats. You will be emailed once your video hascompleted this process informing you if there was any problem or if the encoding wassuccessful - this may take 24 hours (or longer during the closing hours of a competition).A MOFILM administrator will review the video and you may be contacted about anyproblems or questions. If your video is not suitable then it may be rejected. You mayalso be asked to re-edit your video and/or re-submit the video.If your video is accepted the MOFILM administrator will approve the video. At this pointthe full judging panel will be able to view and review your video but judging will not takeplace until the submission deadline has passed.How does judging work?The judges will review all approved videos and will use their own pre-arranged system torate the videos according to how well they meet the brief, their originality and how wellthe message is communicated. There may also be additional criteria. Judging will befair and all approved videos will be considered.For Ad competitions video submissions that do not meet the brief entirely but whichshow creative thinking, good production values and which impress the judges will beaccepted.How are winners notified?First place winners will be contacted directly by telephone and/or email before any publicannouncement is made. All other winners and runners up will typically be contacted byemail but please check the website regularly for updates.It can take as long as 4 weeks to process all the winners and runners up. There aremany legal clearances and considerations so please do not contact MOFILM forconfirmation until at least 28 days after the competition has formally closed.Can I Use My Own Music?Remember that the winning videos could be screened on TV and/or on major publicwebsites by both MOFILM and the brand/organisation that is sponsoring thecompetition/event. To this end you must license any music you source for commercialuse. MOFILM will need to see evidence of the licence for the music. Please rememberthe primary focus is the visual content and we do not mark you up or down for themusic you use.We strongly encourage you to use any music we provide for this competition/event.Please do not use music that we may have provided for any previous or othercompetition unless the website specifically says you may.continued on next pageCANNES 2010 / Coke Classic Competition Brief
    •    Can I Film At A Store or In A Public Place?MOFILM and the competition sponsor cannot grant any individual permission to film inany store, office or other privately owned building or place. Please do not ask as wecannot answer all emails.In most countries it is usually legal to film in a public place but we urge you to seekpermission from the local authorities before attempting to do any filming.  Can A Team/School/College Submit A Video?Yes. At the moment our platform doesn’t support teams so choose one person to beyour “uploader”. All emails from us will go to that one person. You must agree amongstyourselves how any prizes will be distributed should you win anything.Will The Actors/Producers/Directors/Crew Get Any Credit?We can’t always name and feature everybody who contributed to the video. We areworking on improving our platform to allow this but you must agree in advance witheverybody involved that they may not get a personal credit on the MOFILM website oron any brand/related promotions.Can I Use Third-Party Footage/Photos In My Video?It’s recommended that you only use original footage that you have shot yourself or anyfootage that may be provided for the specific competition. You must not copy footagefrom any other video you find on the internet or elsewhere.Footage from a stock collection must be paid for by yourself and must have acommercial usage licence which must be shown to MOFILM upon request.Can I Feature My Video Elsewhere?Uploading your video to another website or social media site or submitting to any othercompetition will void your entry.If your video is not a winner then you can use your video on other sites 6 weeks after thecompetition has closed.CANNES 2010 / Coke Classic Competition Brief