Nespresso is calling on filmmakers to explore what 'extraordinary' means to them as part of a vertical video contest, which will see the winners take to the stage at a specially-organised ceremony at Cannes Film Festival to receive a cash prize.
The coffee company has teamed up with crowdsourcing video firm Userfarm to encourage entries into the global Nespresso Taltents contest, in which creatives will be tasked with producing a three-minute vertical format film around the theme, ‘Explore Your Extraordinary’.
The request for all submissions to be shot vertically breaks with convention and is reflective of the brand’s desire to appeal to a mobile-focused audience. Vertical video already accounts for 29 per cent of total time spent on screens according to Kleiner Perkins Caufield Byers – a figure set to rise even further over the next 12 months thanks to platforms like Snapchat.
“Spontaneous, personal moments are more likely to be captured in vertical format,” says Jeffrey Lee, head of dusiness development at Userfarm, “and the tall, slim form matches the human body shape, so vertical videos can capture more immediate, personality-driven content than the horizontal format.”
Once entries are submitted, an international jury of experienced industry figures led by Nespresso’s chief customer officer, Alfonso Gonzalez and screenwriter Gaëlle Denis, will be challenged with reviewing the films and whittling the shortlist down to 20. Work of the candidates who make it to this stage will be available for the public to view on a dedicated hub on Nespresso’s website.
Public views and comments will not have any direct impact on the final outcome, but will “inspire” the jury’s final selection.
The finalists will be announced at Cannes Film Festival, of which Nespresso is a partner, the deadline for submissions is 10 April 2016.