Project: APEC Connect – Empowering Local Agricultural Producers with a Global Trading Identity

___________________________________________________________________________

Terms of Reference

Development of a short film that describes how blockchain based technology establishes a novel agricultural supply-chain provenance solution for the dragon-fruit sector in Vietnam.

1. Background

Agriculture is a $15 billion USD export industry for Vietnam, and dragon fruit is one of Vietnam’s key export fruits with export sales worth US$ 895.7 million in 2016. This accounts for 50.3 per cent of the country’s total fresh fruit exports and 36.1 per cent of Vietnam’s total fruit and vegetables exports. Australia is among the largest buyers of Vietnam’s farm and aquatic products, with an export growth rate of 8.3% and average revenue of US$ 450 million per year over a period of 2011-2016. On top of that, Australia and Vietnam, through the ASEAN-Australia-New Zealand free trade area agreement which entered in force in 2010, have agreed on zero import tax, while US and Canada have 8 percent and 20 percent import tax respectively, making Australia a very important and lucrative market for Vietnam’s agri-exports.

Globally, there is a growing demand for accurate information on products as products move from point of origin to point of consumption. People are beginning to ask where their goods come from and who made them, and anything less than 100% of expectations met may result in an outrage on social media and have negative impact on the business. In Vietnam, there is a dire need for exact information related to food origins in addition to official rhetoric and proliferation of consumer complaints on which to base the trust relationship between businesses and consumers. Trust and lack of transparency are issues that are common in many industries in the face of increasing demand by consumers for improved and more trustworthy information.

With support from The Australian Embassy, The Asia Foundation work with the Rural Development Center (RUDEC) to support local agricultural producers in Vietnam's dragon fruit sector through establishing a blockchain-based identity and proof-of-provenance platform that will enhance Vietnam’s brand in relation to dragon fruit, empower micro, small, and medium sized enterprises (MSMEs), as well as provide consumers with valuable information from point of origin to point of consumption including information related to food safety. Blockchain based technology developed for dragon fruit under this project has the ability to create trust, transparency and empower digital compliance and it can be easily replicated to other agro-products. By digitally tracking the provenance and movement of products throughout the entire supply chain, suppliers and retailers will have a full access to a variety of information including food safety, and instant quality assurance about the products they receive and sell to customers. With blockchain technology, this information flow can be widely shared to enhance decisions at all levels of the supply chain including individual consumers.  

2. Purpose of this ToR

The purpose of this TOR is to recruit a production company (hereafter referred as Contractor) to develop a short film that describes how blockchain based technology establishes a novel agricultural supply-chain provenance solution for the dragon-fruit sector in Vietnam. The film will be used to provide viewers with a better understanding of the dragon fruit sector and how it is transformed thanks to new technology. Production will center around the development of a short, two-minute video and a 30-to-45-second distillation of the longer video that will be featured during the APEC Concluding Senior Officers Meeting in Da Nang in November 2017 to enhance the visibility of the work done by the Australian Government and The Asia Foundation to support businesses utilizing technology to address development challenges. Final delivery of the two-minute version of the film will occur at the end of March 2018.  Interested parties should present a detailed proposal, workplan, and budget along with other materials outlined in Section 7 of this document.

3. Scope of Work & Technical Requirements

The Asia Foundation welcomes creative ideas & suggestions for an impactful and innovative delivery of the message. The film should be produced in English (with Vietnamese subtitle), with high production values and attention to detail, with fast-paced editing, high quality motion graphics, and a contemporary color palette. The total running time of the short film is 2 minutes and an edited version running at 30 seconds. This project requires an effective visual storyteller able to address several narrative challenges successfully: namely conveying project impact to an audience of non-technical people in a time constrained format.

The entire film production i.e. writing, filming, editing, voicing/narration etc. should be done by the contractor, delivering a final ready-to-air product employing current HD broadcast standards at 1080p. The entire development and production process will be closely monitored by The Asia Foundation office providing continuous review, comments and thematic inputs support when needed. The Asia Foundation office is the Executive Producer of the film and will make a decision on the “final cut” of the film as well as the creative, editorial and technical direction of the film.

4. Expected timeline

• The contractor shall commence the work as soon as possible, immediately upon signing the contract.

• A detailed timeline, work plan and draft outline should be submitted within 3 days of signing the contract.

• Shooting schedule (in Hanoi, Ho Chi Minh City, Binh Thuan or Long An province) should be provided prior to commencing filming.

• The rough cut of every phase of the project should be provided to Executive Producer, i.e. The Asia Foundation Office for review, comments and approval.

• The Asia Foundation will have authority over final cut.

• The final version of the 30 second spot should be delivered to The Asia Foundation no later than November 1, 2017.

• The final product – the movie as well as all the raw material and project files, should be delivered to The Asia Foundation no later than March 1, 2018.

5. Qualifications

• Proven work experience in the area of film/reportage/documentary writing, producing, directing and editing.

• Access to highest quality filming, light, sound and editing equipment.

• Ability to operate under strict time limits and apply high production and technical standards for the purpose of maintaining high level of professionalism;

• Ability to communicate and conduct interviews in Vietnamese and English;

• Track record of successful materials filmed in the region and/or on similar topics would be an asset.

6. Application

To apply for the contract, please prepare the following documents:

Eligibility:

• Three links to work samples demonstrating most relevant previous productions

• Three references (with contact information) from previous clients

• Detailed list with technical information of the equipment intended for use, including camera, light, sound, editing software etc.

• Brief presentation of the team, with CVs and functional responsibilities of the key people to be engaged in the production of the documentary.

Creative Direction:

• Brief letter, describing previous experience on similar projects as well as proposed creative direction for the film. Creative ideas and suggestions are encouraged.

Timeline:

• Detailed filming plan and timeline for all phases in pre-production, production and post-production.

Budget, in separate document:

• Detailed break-down of all estimated costs, including estimated days of shooting, production team, days of editing, 2 days for travel to Ho Chi Minh City, Binh Thuan or Long An province, music, and etc. (not to exceed 8 days in total).

• Associated travel costs will be covered by The Asia Foundation.

Only short-listed candidates will be invited for further discussion to clarify their ideas.

7. Reservations & Confidentiality

All intellectual property and proprietary rights, including rights to documents and any other materials produced during this assignment will become the sole property of the Australian Government and The Asia Foundation, which will have the sole right to publish the same in whole or in part and adapt and use them as may seem desirable, and to authorize all translations and quotations from them. The contractor may not publish or use any of this material without the prior permission of the Australian Government and The Asia Foundation.

Interested candidates should send the requested information to Ms. Nguyen Thu Hang at [email protected] [1] or via fax at (24) 3943-3257.

Deadline for submission: October 18, 2017