# 90s Manifesto — Format

> Brand manifesto. Long-form emotional declaration of brand values. Often launch piece for campaign.

## Format basics

- Length: 90 seconds (sometimes up to 120s)
- Aspect: 16:9 cinematic
- Maximum production value
- Voice-over driven
- Emotional, philosophical
- Defines brand "why"

## Structure (Manifesto arc)

```
0-10s   OPENING DECLARATION
        Strong opening line
        Visual atmosphere
        Brand voice established

10-30s  BUILDING THE THESIS
        Examples of philosophy
        Multiple vignettes
        Pattern recognition

30-60s  PEAK / PHILOSOPHY
        Core insight
        Emotional center
        "This is what we believe"

60-80s  EXPANSION / PROOF
        How brand embodies this
        Continued examples
        Universal-to-specific

80-88s  BRAND CONNECTION
        Brand named
        Tagline lands
        Final image

88-90s  LOGO
```

## Sample 90s manifesto

```
TITLE: "Karavan — 90s Manifesto: 'For Those Who Carry'"

FADE IN:

EXT. BAKU CITY - DAWN (0-10s)

Slow aerial. The city wakes. Lights blink on in apartment buildings.
A woman runs. A man unlocks his shop. A baker pulls bread from oven.

V.O. (warm, deliberate)
This is for the ones who rise before the sun.

INT. KITCHEN - SAME (10-25s)

A FATHER prepares lunches for his children. Makes coffee. The day's
weight is already on him.

V.O.
For the ones who carry their family's hopes.

INT. HOSPITAL - DAY (25-35s)

A NURSE clocks in for the third double shift. Pulls her hair back.
Drinks deeply from a thermos. Squares her shoulders.

V.O.
For the ones who carry strangers' grief.

INT. CLASSROOM - MORNING (35-45s)

A TEACHER writes on the board. Twenty children watch. She looks at
them — each one a future. Begins.

V.O.
For the ones who carry the next generation.

EXT. CONSTRUCTION SITE - DAY (45-55s)

WORKERS in silent rhythm. Lifting. Building. The skyline rising.

V.O.
For the ones who carry the city itself.

INT. STUDIO - NIGHT (55-65s)

An ARTIST works alone late. Coffee cools beside her. She begins
again. And again. Refusing to surrender to the blank.

V.O.
For the ones who carry their own questions.

EXT. CITY ROOFTOP - SUNSET (65-78s)

Many of these people, in different locations across the city, take
a moment. Each holds a Karavan thermos. Each takes a breath. Each
begins again.

V.O.
We make coffee for those who carry.

CUT TO:

V.O.
Because we know that a real morning fuel
is not a luxury.

It is a partner.

LOGO REVEAL (78-90s):

Karavan logo materializes, gold against deep navy.

V.O.
Karavan. The fuel for what you carry.

karavan.az appears below.

FADE OUT.
```

## Key principles

### Manifesto voice
Singular V.O. — calm, considered, declarative:
- "This is for..."
- "We believe..."
- "For those who..."

Not pitching, declaring.

### Vignette structure
Multiple short scenes proving the thesis:
- 5-10 short character moments
- Each represents the larger truth
- Universal through specific people

### Build to brand
Brand emerges at climax:
- Audience already feels the value
- Brand contextualizes the feeling
- "This is who we serve"

### Music as backbone
- Building orchestration
- Crescendo at brand reveal
- Singular emotional arc

### Production value
Manifesto films are HERO content:
- Top-tier directors
- Cinematic everything
- No corners cut

## Common mistakes

- Too much VO (let images breathe)
- Generic vignettes (need specificity)
- Brand too late or too early
- Multiple competing themes
- Music dominating dialogue
- Tagline cliché
- Self-importance without earning

## When to make a manifesto

- Brand launch
- Major repositioning
- Annual brand statement
- Cause marketing
- Crisis response (carefully)

## Pairs well with

- 30s spots (excerpts of manifesto philosophy)
- 6s bumpers (tagline reinforcement)
- Print + outdoor (manifesto lines as headlines)
- Brand campaign year-long arc
