The iconic Mon Chéri brand launched a call for videos with Userfarm in order to deepen the brand image and to give it a more contemporary perception.
Mon Chéri is a product which provides chocolate lovers with a multisensorial experience - An experience so intense that one feels more alive than ever.
The brief invites you to show how the unique characteristics of a Mon Chéri ensure a spark of excitement in each bite, far from a peaceful mind!
Click on "Join the project" to have access to all the details of the brief
€15,000 of total rewards - €7,000 for the 1st selected
Deadline is on the 2nd of July!
OPEN CALL: “Leave peace of mind to others”
CLIENT: Mon Chéri
Ferrero Mon Chéri is a crunchy dark chocolate praline, with the warmth of liqueur and sweetness of cherry.
To relaunch Mon Chéri, giving it a contemporary and appealing brand image and perception through original video which will play, in a relevant and significant way, with the three unique elements of the praline.
CALL TO ACTION “Leave the peace of mind to others”
What are life’s best moments? They are those moments when our senses are alive...When we feel really alive.
Who would not like the opportunity to live these intense moments every day? Just decide that you want to. Just decide you want to leave the peace of mind to others and let pleasure guide you!
Create a video that shows Mon Chéri as the pleasant accomplice or instigator of your choice. The dark and crunchy chocolate praline which contains a sweet and soft cherry dipped in intense liquor.
Feel free to use your creativity! We are looking for new ways, using contemporary language and the product’s attributes to renew and strengthen the product’s present positioning.
This is a positioning that, thanks to the union between sweetness, warmth and crunchiness, expresses the following:
Intensity (the ability to live intensely in every moment...just like the intensity of pleasure you get from experiencing a Mon Chéri )
Character (the ability to show a different side of a unique character, determined by a passion for life, just like Mon Chéri can)
Glamour (the willingness to distinguish oneself with up-to-date lifestyle choices, that are never obvious and are always defined by personal gratification, just like Mon Chéri gives us)
Don’t forget the unique multi-sensorial taste experience (crunchy/soft/liquid, bitter/sweet/intense) which only a Mon Chéri can give! Because a spark of excitement is in just one bite.
The product’s attributes consist in the ingredients which make Mon Chéri unique: a box of dark and crunchy chocolate which encompasses a sweet and soft cherry deeply immersed in intense liquor.
In your video, these attributes must be represented. They must be integrated into the storytelling, as can be seen in the Mon Chéri commercial, or using the demo of product footage available in the download area.
Please do not show any other logos or recognisable brands.
The Mon Chéri brand must appear in the first 10 seconds of the video.
You must show a Mon Chéri praline and its consumption in your video. Check the MANDATORY paragraph for more information.
If you want to receive the product email us your address and phone number to email@example.com
TONE OF VOICE:
Original and contemporary, fresh, bold in originality but at the same time, clear and direct. The video has to sustain and highlight the main values of Mon Chéri: joie de vivre, intense, genuine but also assertive, experienced, free thinking.
Tech specs: 16:9 Full HD, 1920x1080 o 9:16, 1080x1920, 25fps, high quality sound, file .mp4 or .mov, codec video h264, minimum rate 10000 kbps
Max size: 2GB
Music: Please only use the Userfarm Music Library or original unreleased music tracks
Endboard: Available here
Duration: Max 30 secs, including the endboard.
Don’t explicitly mention alcohol
Don’t show consuming the product if they are alone.
Don’t show consumption of the product by children and/or teenagers (no one less than 30 years old)
Don’t open the praline and avoid showing chewing. You can use the Mon chéri commercial as a reference only for the chewing of the product.
Avoid tacky situations
Avoid over-complicated stories
The main audience is Italian, so avoid actors with a non-European look or an exotic situation
Use the Italian packaging present in the brand book available in the download area.
Men or Women (30-44), dynamic, full of life, trendsetters in their environments, who love to enhance their life with an intense moment of emotion that makes them feel alive.
LANGUAGE - DIALOGUE
We are looking for creativity that works without voiceover or dialogue. If you have to use dialogue it must be Italian with Italian subtitles.
Sharing Phase 3-17/07/2018
1st - €7,000
2nd - €3,000
3rd - €2,000
4th - €2,000
5th - €1,000
Here you will be able to get in touch with our community team, ask questions and request information. You can also read and go through previous questions from your fellow videomakers.
If you have questions, feel free to contact a Community Manager. Your request will be processed in due course.