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<p class="maincopy"><font color="#990033"><span
class="mainheadline">The FIREFOX FLICKS AD CONTEST</span></font></p>
<p class="maincopy"><font color="#990033"><span
class="emailheader">Everyone's favorite web browser is having a
contest. Here's the creative brief – get to work!</span></font></p>
</div>
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<div class="maincopy">
<p class="maincopy"><b>Project Description<br>
</b><br>
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.<br>
<br>
<b>Project Summary<br>
<br>
</b>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.<br>
<br>
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.<br>
</p>
<p class="maincopy"><b>Target Audience<br>
</b><br>
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.<br>
Objective<br>
<br>
After watching the ad, the audience should be intrigued enough by
Firefox to visit getfirefox.com to learn more.<br>
Ad Perception/Tone/Guidelines<br>
<br>
1. Exciting, easy, simple, fun, modern, smart, cool, adventurous,
young, empowering, helpful. We're sure there are other angles you can
think of.<br>
2. Ad should function more at brand level than at product
features/benefits level.<br>
3. Ad can be in any style: live action, animated, etc.<br>
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.<br>
5. Take risks. The brand is new. The product is one-year old. Be fresh.<br>
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.<br>
7. Entries must be submitted no later than midnight, March 31, 2006. <br>
<br>
<b>Key Messages<br>
</b><br>
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.<br>
<br>
1. Firefox offers a better way to experience the Web. It's secure, easy
to use, and customizable.<br>
2. Having a choice in Web browsers matters.<br>
3. The Web is too important to too many people to let a single company
decide how we all get there.<br>
4. The Web browser has a dramatic impact on the user's experience of
the web. </p>
<p class="maincopy"><a
href="http://www.firefoxflicks.com/adcontest/">More information</a></p>
<p class="maincopy"></p>
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<p class="maincopy"><font color="#990033"><span
class="mainheadline">VOLUNTEER SPOTS STILL OPEN</span></font></p>
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<p class="maincopy"><span class="maincopy">The more creative the
better. We'll be getting some pro bono assignments as well as the
illustrious Adholes in house ads. If you didn't volunteer already, you
missed out because a creative team is, as we speak, putting the final
touches on a print ad that will actually run in the Young Guns program
guide. You snooze, you lose. Don't miss out on future opportunities!
Volunteer today!</span></p>
<p class="maincopy"><span class="maincopy">In addition to
creative we have a desperate need for editorial help. If you know
anyone who is an aspiring business journalist, please let us know.</span></p>
<p class="maincopy"><span class="maincopy">And special thanks to <a
href="http://www.adholes.com/profiles/217173503079fc5dde0a4e01ef52d69f">Tammy
Magnatta</a>, who created the RIP graphic for this email. </span></p>
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<p class="maincopy"><font color="#990033"><span
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<h2><font color="#990033"><span class="emailheader">WHAT WE'RE
TALKING ABOUT<br>
</span></font></h2>
<h2><img src="cid:part2.00080407.06070903@adholes.com" alt=""
border="0"></h2>
<h2><span class="headline">• <a
href="http://www.adholes.com/postings/df6e899d0916664c16bb4a3ba5f0a130">Target
Marketing. . . and the gods went, Sigh.<br>
</a>Introducing Tab, the energy drink </span></h2>
<h2><span class="headline">•<a
href="http://www.adholes.com/postings/e7fc330a6ee9a14d917e709098472266">The
ADHD of Branding</a></span></h2>
<h2><span class="headline"><a
href="http://www.adholes.com/postings/5fe48dc39f1ae0ebb4d0452eada25017">Satellite
Radio changing the media landscape?</a></span></h2>
<h2><span class="headline"><a
href="http://www.adholes.com/postings/40c447434cdf4efb6a286b5eb39fcfb3">Lamentation
of an Interactive Art Director</a></span></h2>
<h2><span class="headline"><a
href="http://www.adholes.com/postings/c57ca2982c8f74432736d3e8bf953e8f">Is
advertising Art?<br>
</a>Tom Mullen doesn't think so...</span></h2>
<h2><a href="http://www.firefoxflicks.com/adcontest/"><img
src="cid:part3.08050403.05080200@adholes.com" alt="" border="0"
height="600" width="160"></a></h2>
<h2><font color="#990033"><span class="emailheader">PARTNERS:</span></font></h2>
<h2><a href="http://www.thelistonline.com" target="_blank"><img
src="cid:part4.09090008.01030802@adholes.com"
alt="The List Online – Business Intelligence" name="thelistonline2"
border="0" height="60" width="120"> </a><a
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src="cid:part5.08010606.07060804@adholes.com"
alt="Creative Latitude – Come Join Us" name="thelistonline3" border="0"
height="60" width="120"><br>
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<h2></h2>
<h2></h2>
<h2></h2>
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