We received the official brief about the Sony Tropfest Supershort Series Initiative… We have until Friday 31 to come up with 6 concepts (6 working days)!
Mitsubishi has signed on as a major sponsor of Sony Tropfest, and has commissioned a series of 6 x 60 sec TVCs for its new Lancer to be directed by Sony Tropfest alumni. Each TVC is to relate to one of the 6 brand values of the Lancer:
- Safer
- Smoother
- Greener
- Stronger
- Smarter
- Roomier
in a bold move, a 7th user-generated promo will also be produced. The “Supershorts” will appear on Channel 9, Hoyts Cinemas, and at Tropfest. The audience (and market) we have to reach are “Joe and Jane Public” (male & female 25-44, with a skew towards female), “Young Cool Urbanites” (18 – 30 males and females), and “Empty Nesters” (46 – 60 young at heart – older version of YCUs).
It’s a great opportunity for us and the very thing we’ve been looking for; an international brand, the chance to do the creative, big exposure etc.
1 good pitch in 6 days is hard enough, but they want us to pitch SIX ideas, even though we can only reasonably expect to win one of the supershorts. We also have to nominate three “favourites”. The quality of the pitch is always diminished and compromised as you try to pitch more ideas. Recently, we were involved with an agency’s competitive pitch for an account with a utilities company. Feedback was they lost out because they pitched multiple ideas that weren’t as strong as the eventual winner, who pitched only one concept.
Technically, we’re at no disadvantage with the conditions applying to everyone, but it still makes it hard for us to make the best pitch we can and play to our high quality strengths.
Tags: Mitsubishi Lancer People's Peoples People Republic Anim
