Creative Brief

Call to Action

Avem nevoie de ajutorul tău să spunem povestea extraordinară Mozilla Firefox, a utilizatorilor săi și cum poate un navigator să construiască un viitor mai bun pentru Internet.

Descrierea proiectului

Realizează un filmuleț sub formă de reclamă sau poveste („flick”) pentru una din cele patru categorii care îi poate ajuta pe oameni să înțeleagă mai bine problemele care îi afectează pe Internet și cum îi ajută Firefox la tratarea lor. Pe scurt, ajută-ne să spunem povestea Firefox - de ce facem ceea ce facem și cum ajută ce facem utilizatorii de Internet.

Rezumatul proiectului

Mozilla vrea ca lumea să știe mai multe despre ce-l face diferit pe Firefox: că suntem o organizație non-profit care are ca scop păstrarea puterii Internetului în mâinile utilizatorilor săi. Sperăm să reușim prin aceste filmulețe de calitate foarte bună să le arătăm utilizatorilor obișnuiți de Internet care sunt problemele care le afectează viața și, cel mai important, cum abordează Firefox aceste probleme.

Obiective

Ajută-ne să educăm consumatorii de Internet despre una sau mai multe din următoarele probleme actuale pe care le întâmpinăm:

• Privacy: How are you being tracked online? How can you take control of it? Who owns your data and how do they use it?
• Choice: How easy is it for you to experience the Web using the tools that you like and that suit your needs? Can you make it personal?
• Interoperability: Can you use your favorite tools on all your devices, different computers or in different locations? Who decides when, where and how you use the Web and access your stuff?
• Opportunity: What tools do users need to help them make the Web they want? How does Firefox help?

Also, drive awareness of our key brand attributes, specifically around the fact that Firefox is made by a non-profit organization that answers only to users, not shareholders. Have a look at our Brand Platform for more details and check out the video below.

Who are we talking to?

Your flick should target mainstream Internet users between the ages of 25 and 54 — people who use the Web to read the news, write e-mails, bank online and connect on social networks. Help explain the challenges facing the Web in terms that these average everyday users will understand. As an extreme example, how would you explain the importance of having control over your own online experience to someone who only understands the Firefox logo as the "Internet" button? We need you to communicate to this audience that Firefox is a non-profit doing good for the benefit of people everywhere.

Primary Key Message

Firefox prioritizes principles over profit to put you in control of your online experience and shape the future of the Web for the public good. Firefox answers to no one but you.

Secondary Key Message Points:

• There are important online issues like privacy, choice, flexibility and opportunity facing you every day.
• Mozilla addresses these issues and works to ensure that the Web remains open and accessible to all.
• Mozilla is proudly non-profit.

Call to Action

Tell the world about Firefox. Encourage them to download Firefox today.

Mandatory Elements:

• Firefox logo: Please see our Brand Toolkit details on how to use our logo
• Call to action
• Flicks must be submitted no later than midnight Pacific Standard Time on April 12, 2012.
• Entries should be available in English. They can be created in another language, but if so, please provide subtitles. (Contact us if you're having trouble with translation or subtitling. We can help.)

What do we want the viewer to know and feel?

Know:

• We are proudly non-profit and dedicated to doing good.
• We are competing with some of the world’s biggest companies to put you in control of your online experience.
• Firefox is developed together with a global community in the open, driven by what’s best for users everywhere.
• We prioritize principles over profits.

Feel:

• Your video should be more grassroots than corporate to reflect that Mozilla is a public benefit organization and not a for profit company.
• It should inspire the viewer to be a part of the Mozilla Firefox movement.
• It should help spread the word about what makes us different and how downloading Firefox makes the Web and world a better place.

Tone

Unconventional, Engaging, Honest, Human, Smart, Confident

Guidelines:

• Take risks, but respect the brand (i.e. please don’t make us look bad).
• Your flick should function at the brand level, not the product level (you don't need to talk about product features — talk about how Firefox and the movement around it make you feel).
• It can be fun and humorous, but keep it engaging.
• All that said, these guidelines are just that: guidelines. Be creative, think outside the box and, most importantly, have fun.
• Take a look at the Mozilla Firefox Brand Toolkit to see how we talk about ourselves.

Categories (a grand prize winner will be selected from each region):

• Best :30 Spot
• Best Animation
• Best Use of New Technology (e.g. Popcorn.js, shot entirely with a mobile device, 3D)
• Best Public Service Announcement