Firefox Flicks
Do you dream in scenes and setups?
Write dialogue on the subway?
See an ad on TV, and think, "It'd be so much better if they'd..."?
Here's your chance to show what you can do.
Make an ad for Firefox. Enter it in the Firefox Flicks Ad Contest. Get your work judged by a panel of accomplished film, TV, and advertising pros.
Great prizes, and the chance to be featured in the worldwide marketing campaign for Firefox, await you.
We can't wait to see how you bring Firefox to life.
We're looking for creative types who can produce a 30 second Firefox commercial and we'll be putting these commercials up in front of a panel of expert judges from advertising, Hollywood, and television (including Scott Goodson - Founder and Chief Creative Officer, StrawberryFrog advertising agency, Warren Zide - Producer of the American Pie trilogy, McG - Producer of the O.C., and Supernatural, Jim Denault, Cinematographer Maria Full of Grace, Boys Don't Cry, Carnivale, and Six Feet Under, and several other great judges, too.)
In addition to getting in front of these awesome judges, we'll be offering some great prizes too, including a $5,000 gift certificate to B&H Photo where you can purchase that next piece of hardware you've had your eye on, an awesome multi-LCD display from 9X Media that'll give you a 45 inch wide screen an awesome resolution of 3840x1024, and a slick Alienware media center PC.
Project Description
Create a 30-second ad, in any style (live action or animated,) that brings Firefox to life for the millions of Web users who have yet to discover Firefox and the better Web experience it delivers.
Project Summary
Mozilla seeks to expand awareness of Firefox among a broader audience for Web browsers: mainstream consumers who may have little knowledge of the value proposition for Firefox. To help increase awareness of Firefox among this target audience, Mozilla would like to produce a high-quality, innovative 30-second ad that introduces Firefox to mainstream Web users.
In line with its history and orientation, Mozilla is opening up the creation of its initial advertising creative to film/TV/advertising/multimedia professionals, students and aspiring pros as part of the Firefox Flicks Ad Contest.
Target Audience
The primary target audience for the Firefox advertising campaign are moderately experienced Web users, who are comfortable with using the Web but are not necessarily power users. These users understand how to download and install software, and use the Web for basic activities: reading news, web-based email, limited online shopping and banking. They may rely as much on the physical Yellow Pages as they do Yahoo! or Google. They may also have had negative experiences with the Web as a result of spyware, viruses and other Web nuisances. Yet they see the value in the Web, and so return. But they likely do not clearly understand how a Web browser can improve their Web experience.
Objective
After watching the ad, the audience should be intrigued enough by Firefox to visit getfirefox.com to learn more.
Ad Perception/Tone/Guidelines
1. Exciting, easy, simple, fun, modern, smart, cool, adventurous, young, empowering, helpful. We're sure there are other angles you can think of.
2. Ad should function more at brand level than at product features/benefits level.
3. Ad can be in any style: live action, animated, etc.
4. Don't overhype. If you have to, err on the side of subtlety, and let the audience connect the dots to get the message.
5. Take risks. The brand is new. The product is one-year old. Be fresh.
6. Use these guidelines as very broad suggestions. We are most interested in seeing how creative you can be in expressing the core premise of Firefox: making the Web experience better for everyone, and getting that message out to mainstream Web users.
7. Entries must be submitted no later than midnight, March 31, 2006.
Key Messages
You don't have to incorporate all of these messages or ideas. These are here to show you what we're interested in getting across. Pick and choose.
1. Firefox offers a better way to experience the Web. It's secure, easy to use, and customizable.
2. Having a choice in Web browsers matters.
3. The Web is too important to too many people to let a single company decide how we all get there.
4. The Web browser has a dramatic impact on the user's experience of the web.
More Information
Contest overview: http://www.firefoxflicks.com/
Contest blog: http://www.firefoxflicks.com/backstage/
Official Rules: http://www.firefoxflicks.com/adcontest/rules.html
FAQ: http://www.firefoxflicks.com/adcontest/faq.html
Technical details for submissions: http://www.firefoxflicks.com/adcontest/submit.php
Judges: http://www.firefoxflicks.com/adcontest/judges.html
Prizes: http://www.firefoxflicks.com/adcontest/prizes-sponsors.html
Firefox backgrounder: http://www.firefoxflicks.com/adcontest/background.html
