Two digital/social media video concepts for the Bistro Bowls sub-brand of Canada's Clover Leaf. Each concept of this CROWDiate competition submission comprised a campaign idea, campaign execution, and 15-second storyboard.
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Video Concept I: The Taste Test
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Video Concept II: Zombies
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Campaign idea
Who better to judge the quality of a Bistro Bowls lunchtime meal than someone who is already culturally familiar with its taste & ingredients profile? Campaign execution There will be one video each for the three items in the Bistro Bowls line. Each video will centre around a field taste test. The storyboard below is customised for the Mexican Rice item. It is based on having office workers of Mexican descent try the meal and showcasing their spontaneous reactions to the experience. Likewise, the videos for the Spanish Medley & Mediterranean Pasta items will feature office workers of Spanish and Mediterranean/Italian descent, respectively. Storyboard 1. ACTION: Show all three Bistro Bowls items being handed out to various office workers. SUPER: ‘Watch real office workers (not actors) reacting to Clover Leaf’s new Bistro Bowls ready-to-enjoy lunchtime meals.’ MUSIC THROUGHOUT: An upbeat Mariachi number, e.g., https://www.youtube.com/watch?v=Pmgk-KBjsbE 2. ACTION: Show office workers with the Mexican Rice item. SUPER: ‘Those of Mexican descent were served Mexican Rice.’ 3. ACTION: Quick cuts showing people eating Mexican Rice. 4. ACTION: Quick cuts showing their reactions after they taste Mexican Rice for the first time. SUPER: ‘Like them, their reactions were 100% real.’ 5. ACTION: The entire Bistro Bowls product line shown on a table, with people seated at or around it shown out of focus. SUPER: ‘Like their reactions, Bistro Bowls ready-to-enjoy lunchtime meals are 100% real.’ 6. ACTION: Show various ingredients around a bowl(s) of Bistro Bowls. Or, show a slo-mo shower of ingredients in mid-air. SUPER: ‘No preservatives. Only nutrition, taste and convenience.’ 7. On SCREEN: Clover Leaf + Bistro Bowls logo, and Bistro Bowls CTA link. SUPER: ‘Why not try a Bistro Bowls ready-to-enjoy lunchtime meal today?’ MUSIC: Fade out. |
Campaign idea
You’re not an “office zombie”, so why eat like one? Campaign execution The video will centre around a male protagonist in a world full of zombies. The best part of his day is lunchtime because he gets to dig into his Bistro Bowls meal and forget everything else, at least as long as the meal lasts. Storyboard 1. SUPER: ‘How to survive an office zombie attack.’ SFX: Sound of a clock ticking. 2. ACTION: Scene opens to show office buildings. SFX: Sound of a clock ticking. 3. ACTION: Zombie office workers seen entering & leaving a building, in the lift/elevator, at the reception, at their desks, in the aisles, in cubicles, in a meeting, etc. SFX: Sound of a clock ticking. 4. ACTION: Slow fade to extreme close-up of digital clock at 13:00 hrs. Alarm goes off. A hand is shown shutting it off. MUSIC: Maybe Pharrell Williams’ ‘Freedom’? https://www.youtube.com/watch?v=Oq0vaYfj1TI 5. ACTION: Cut to show that the hand is of our non-zombie male protagonist who—with a big smile—then proceeds to place a Bistro Bowls package in front of him. Cut to show him extracting the bowl from the cardboard sleeve, peeling away the lid, and holding up the wooden spork for a second. The zombie office action around him freezes as he plunges his spork into his Bistro Bowls meal. 6. ACTION: Slow fade to show empty bowl. Cut to protagonist looking smilingly around him while holding up a sporkful of his Bistro Bowls meal. He looks at the sporkful and then smiles mischievously at the camera. 7. ACTION: Cut to show all three Bistro Bowls items. SUPER: ‘Leave boring office lunches to zombies.’ 8. ON SCREEN: Clover Leaf + Bistro Bowls logo, and Bistro Bowls CTA link. SUPER: 'Clover Leaf presents the best ready-to-enjoy office lunchtime meals ever.’ MUSIC: Fade out. |
Copyright © Benedict Paul
