Warren Buffett said it well – “Price is what you pay. Value is what you get.” For all you optimizers out there, getting great value is what it’s all about – making smart choices and finding things that are practical, effective AND efficient; things that do the job better, and still save you time and money (and stress). This is the sweet spot that Arm & Hammer Plus OxiClean Stain Fighters laundry detergent lives in. It’s the full-powered clean you need at a fraction of the cost. 

Arm & Hammer knows a thing or two about value; for over 150 years, and many generations, they’ve been a trusted and solution-oriented family brand, committed to providing practical and reliable products. For people managing the challenging laundry needs of a house full of kids and family, where value is especially important, Arm & Hammer Plus OxiClean Stain Fighters laundry detergent is a smart choice.

Now, Arm & Hammer is turning to Tongal to bring this to the Hispanic market, so scroll on down and echale un vistazo a los detalles.

The goal of this project is to create SIX versions of a 30-second Video (each with its own 15-second cut-down) that will engage U.S. Hispanic consumers on Facebook and other digital platforms, – no matter what language they speak – and show them that Arm & Hammer Plus OxiClean Stain Fighters laundry detergent provides powerful cleaning at a great value. Your Videos should ALL follow the same storyline, and incorporate the same cast, but they should each employ a different language execution: one entirely Spanish, one entirely English, and one a hybrid of English and Spanish for mixed language households. Additionally, you should produce one version of each Video in a 1:1 aspect ratio, optimized for Facebook, and a separate version in a standard 16:9 aspect ratio, optimized for general digital usage. All together, and including the accompanying cut-downs, this is a suite of 12 Videos.

At a high level, your Videos should communicate that this is the only detergent that combines Arm & Hammer Baking Soda with the power of OxiClean Stain Fighters. Arm & Hammer is a trusted, family-focused and reliable brand, with a personality that is confident, strong, positive and genuine. Your challenge is bringing this message to the Hispanic audience.

In terms of creative approach – and this means you, Ideators – think about Ideas that will uniquely connect with the Hispanic audience in a way that is emotional, authentic, and relatable, AND, because these Videos are primarily for Facebook, make sure your Ideas will work without sound. This all means your Ideas shouldn’t be about the usual handful of messy kids being kids, so don’t just shoehorn some Spanish into a typical detergent spot. The target audience is full of smart consumers, so you need to be smart too. Also, using the Warren Buffet quote above is kinda lazy, so don’t do it. 

You might consider that Arm & Hammer is a brand that’s been around for generations – it’s one of the oldest and most recognized brands in America – and combine that fact with an insight about the modern multigenerational aspects of many Hispanic households. Or, since Arm & Hammer is also trusted brand built on real practical experience, you could tap into the tradition of respect and trust for elder figures, like an abuela. These are NOT mandatories, just examples of how you can approach this – but use this kind of thinking to bring something that’s really going to be sticky.

NOTE: You will also be required to have a Spanish Language Consultant to ensure that your Spanish and Spanish/English hybrid Videos are authentic, both from a script standpoint, and from a talent performance & accent standpoint. It would be helpful to include information about a potential Spanish Language Consultant in your Pitch.

FACEBOOK OPTIMIZED VERSIONS: SIX of these videos are specifically designed to run on Facebook, so you should consider the following best practices:

• 85% of Facebook video is watched without sound, so you should be able to convey the important parts of the story without relying on sonic devices at all, and be able to carry the emotional weight and communicate the core message as much through cinematography, editing and filmic devices, as in whatever narrative you many incorporate.
• Shoot your Video with a 1:1 square aspect ratio in mind. Don’t put yourself in a position where you’re cropping out important visuals in post-production because you shot in 16:9 or widescreen. Embrace the format.
• Use on-screen text to capture the audience’s attention, communicate key messaging, and contextualize what they’re about to see. Don’t be afraid to use lots of bold on-screen text if it makes sense, but deploy it in a creative way – more than white text in the lower third.
• You only have 3 seconds to grab someone’s attention or create what Facebook calls “Thumb-stopping creative.” This means leading with some striking imagery that will catch a person’s eye from the very beginning.
• Consider non-linear storytelling by leading with a hook in those first few seconds.
• Include branding in the first 3 seconds, and include branding often, if possible, after that. Use brand colors, themes, and associated imagery that can help people connect your Video to the brand.

DIGITAL OPTIMIZATION: SIX of these videos are specifically designed to run on YouTube and other digital platforms, so you should consider the following best practices:

• Sound is encouraged - use it to your advantage to capture immediate attention.
• Shoot your Video with a 16:9 square aspect ratio in mind and use the whole frame. 
• You only have 5 seconds to grab someone’s attention, so start by intriguing the audience and showing them that there’s going to be MORE to this story. Use striking imagery that will catch a person’s eye from the very beginning.

 

 PRE-PRODUCTION NOTES: This project includes a Pre-Production Phase (What is a Pre-Production Phase?) before the Video Phase. This means you will be required to submit certain items for Approval before you are able to move into Video Phase. The Approval items for this project are: 

• SCRIPT – You must submit THREE full Scripts (one for each language execution), including all action, dialog, on-screen text, and any V.O. that is present. The brand may provide feedback on your Script and ask you to submit a new version. There may be multiple rounds of feedback until a Script is approved by the brand. 
• STORYBOARD – You must submit a complete Storyboard that includes all or most of the shots that you intend to utilize in your Video(s). Should your Videos include shots that are unique to the different language executions, this should be reflected in the Storyboard (or Storyboards) that you submit. The brand may provide feedback on your Storyboard and ask you to submit a new version. There may be multiple rounds of feedback until a Storyboard is approved by the brand. 
• CASTING – You must submit at least two actor options per role. If the brand does not approve either of your options for a role, you may be asked to submit two new actor options.
  • You must include a Video of your top talent options speaking in both English, and Spanish. This does not have to be a professionally produced Video; you need only capture their accent and ability to speak fluently in both languages.
• WARDROBE - You must submit descriptions and/or pictures of your cast’s wardrobe. You must submit at least two wardrobe options per role. If the brand does not approve either of your options for a role, you may be asked to submit two new wardrobe options.

 

IMPORTANT: No filmmakers may begin shooting their Video until all Approvals are completed and the Video Phase has officially begun. If you begin shooting your Video during the Pre-Production Phase, there is a chance you will need to reshoot (at your own expense) so please don’t jump the gun.

--Deliverables Due: At the close of the Video Phase, you will be responsible to deliver as separate submissions:

• One 30-second English-language Video, w/ 15-second cut-down in 1:1 aspect ratio, for Facebook
• One 30-second English-language Video, w/ 15-second cut-down in 16:9 aspect ratio, for YouTube and other platforms
• One 30-second English/Spanish hybrid Video, w/ 15-second cut-down in 1:1 aspect ratio, for Facebook
• One 30-second English/Spanish hybrid Video, w/ 15-second cut-down in 16:9 aspect ratio, for YouTube and other platforms
• One 30-second Spanish-language Video, w/ 15-second cut-down in 1:1 aspect ratio, for Facebook
• One 30-second Spanish-language Video, w/ 15-second cut-down in 16:9 aspect ratio, for YouTube and other platforms

 

--Key Marketing Messages:

• The Clean you need at a fraction of the cost
• The only detergent that combines Arm & Hammer Baking Soda with OxiClean Stain Fighters to whiten, brighten and freshen laundry
• Delivers a powerful clean you can’t get with value brands

--Key Takeaway: Arm & Hammer Plus OxiClean provides powerful cleaning at a great value. 

--Target Audience: Generally, this is Hispanic Women aged 25 – 49 who have challenging laundry needs. The core target skews to those with larger households (4+) with children, and can be described as the “Passionate Optimizer.” She’s a smart consumer who’s in a position where she needs the most efficient tools to get by, so she’s looking to save worry and save stress by choosing products that deliver high performance at a great value. More specifically than that:

• Spanish-Dominant Hispanic – One Video and cut-down should be entirely in Spanish, targeting American households where Spanish is the primary spoken language.
• Spanish/English Bi-Lingual Hispanic – One Video and cut-down should employ a realistic version of what might be termed “Spanglish,” using a mixture of English and Spanish with appropriate code-switching, loan words, and grammatical quirks.
• English-Dominant Hispanic – One Video and cut-down should be entirely in English, targeting American households where English is the primary spoken language.

--Executional Mandatories: 

• The video should NOT focus on stain fighting, but on overall cleaning.
• The product benefit must be clear, and the brand name must be mentioned.

 

--Tone: Emotional, authentic, relatable, positive, and engaging. Your video should feel modern and clean, with Arm & Hammer Plus OxiClean laundry detergent coming across as a strong and trusted companion. The brand is open to light-hearted, comedic, or emotional executions, but you should still play within the above guidelines, and avoid slapstick and coarse or edgy humor.

 

--Product: Arm & Hammer Plus OxiClean will be provided. You should include a product shot that is clean and bright, and tightly frames the product itself.

 

--Anticipated Timeline: Note that this is only a tentative timeline, and is subject to change. 

• Pre-Production Phase: December 6 - December 16
• Video Phase: December 16 - January 12
• First Cut Videos Delivered to A&H: January 12
• Editorial Feedback from A&H: January 17
• Revised Videos Delivered to A&H: January 23
• Final Tweaks & Edits Requested & Executed: January 23 - January 24
• Final Videos Delivered to A&H: January 24

This Project will be worth a total of $40,000 and consists of three Phases: an Idea Phase, a Pitch Phase and a Video Phase. Be sure to read the following information carefully as well as the Official Rules.

 

PHASE 1: IDEA – Tell us your Idea for a Video that will show Hispanic consumers that Arm & Hammer Plus OxiClean Stain Fighters in 140 characters or less. Remember, an Idea (What is an Idea Phase?) is not a detailed script; it is a spark of inspiration, or a distillation of what will happen in the Video. As always, Ideas should be clever and engaging. The winning Idea creator will receive $250 each and a 5% one-time residual payment if the winning Video is based on their Idea. (That means if your winning Idea is the basis for the winning Video, you will receive $1075, or $1325 in total) – see Video Phase Payout details for more information.

 

PHASE 2: PITCH - Submit your Pitch (What is a Pitch Phase?) convincing the Sponsor why you should be selected to execute a Video based on one of the winning Ideas from the previous Phase using: 

• Text (REQUIRED): 500 characters or less synopsizing how you plan to approach and execute this Video.
• Links (REQUIRED): To your previous video work. Please specify your role (producer, director, cinematography, etc.) and DO NOT INCLUDE LINKS TO YOUR SHOWREEL. Please link to individual videos.
• Script (Optional): This should include dialogue from the video you intend to create.
• Treatment (Optional): A detailed narrative description of what’s going to happen in the video.
• Storyboards (Optional): Additional concept art, storyboards, shot list, anything that helps get your point across.
• Headshots/Casting Boards (Optional): Casting notes or concepts, headshots of actors, etc.
• Pitch Video (Optional): This is your opportunity to show us what you’re capable of. Consider submitting a Pitch video in which you tell the Sponsor what they can expect should they choose your Pitch. Also, test videos, animatics, etc. are welcome.

 

It is not required, but would be helpful if you were to include information about your potential Spanish Language consultant in your pitch as well.

The single most compelling Pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will receive $18,000 to help create a Video suite. Additionally, upon submitting a Video suite that satisfies the criteria laid out in your winning Pitch, the Pitch winner will also be GUARANTEED the winning place in the subsequent Video Phase.  So, if your Pitch is selected and you execute your Pitch effectively in your Video submissions, you will win an additional $21,500 (subject to deduction for one-time 5% residual payment to eligible Idea winner). For an example of an effective Pitch, check out The Indie Machines winning “3 Artists & 5,000 LEGOs” Pitch video. All Pitches will remain private until after the winner of the Video Phase is announced and the Project is complete.    

 

PHASE 3: PRE-PRODUCTION – This project includes a Pre-Production Phase (What is a Pre-Production Phase?) before the Video Phase. This means you will be required to submit certain items for Approval before you are able to move into Video Phase. The Approval items for this project are:

 

• SCRIPT – You must submit THREE full Scripts (one for each language execution), including all action, dialog, on-screen text, and any V.O. that is present. The brand may provide feedback on your Script and ask you to submit a new version. There may be multiple rounds of feedback until a Script is approved by the brand. 
• STORYBOARD – You must submit a complete Storyboard that includes all or most of the shots that you intend to utilize in your Video(s). Should your Videos include shots that are unique to the different language executions, this should be reflected in the Storyboard (or Storyboards) that you submit. The brand may provide feedback on your Storyboard and ask you to submit a new version. There may be multiple rounds of feedback until a Storyboard is approved by the brand. 
• CASTING – You must submit at least two actor options per role. If the brand does not approve either of your options for a role, you may be asked to submit two new actor options.
  • You must include a Video of your top talent options speaking in both English, and Spanish. This does not have to be a professionally produced Video; you need only capture their accent and ability to speak fluently in both languages.
• WARDROBE - You must submit descriptions and/or pictures of your cast’s wardrobe. You must submit at least two wardrobe options per role. If the brand does not approve either of your options for a role, you may be asked to submit two new wardrobe options.

PHASE 4: VIDEO – Once the Pre-Production Phase is complete, the Pitch Winner will create SIX versions of a 30-second Video, each with a 15-second cutdown, based upon their winning Pitch. All SIX 30-second Videos and SIX 15-second cutdowns are due at the close of the Video Phase. Please upload them as separate videos when submitting your Videos. 

--Video Phase Payout: Winners of the Video Phase will earn $21,500 (less a 5% one-time residual payments paid to the Idea winner, as applicable).

 

--Music: Tongal has partnered with premiere music providers: JinglePunks, Killer Tracks and Epidemic Sound. Any of which can be used to source music for your Video submission to this Project. Music from these providers is available to registered Tongal members at no charge solely for their incorporation into Submissions to this Project and will not require a separate Music Release Form. To learn more about using each of these music providers, click on any of the provider’s names above.

 

If you are selected as a winner and choose to use custom/original music, you must fill out and submit our Music Release Form. If you obtain music from other catalog providers, you must purchase the appropriate license at your own expense and submit it with our Music Release Form when you turn in your Video paperwork.

--Referral: Any Tongal member who refers one of the winning Video creators in this Project using the Tongal “Invite Friends” functionality will receive a referral fee equal to 5% of the amount won. That’s a potential of up to $500 in bonus cash just for telling all of your talented friends about this Project! Check out more about our Referral Program in FAQ.

1.  The Videos MUST not exceed 30 seconds in length. Preferred format for upload to the Tongal website is HD 720p 16x9. Acceptable file formats are .mov, .avi, .mp4, .wmv. Acceptable codecs are H.264 (MP4), MPEG-4, H.263, MPGV, WMV, DivX. Should you win, you will also be required to provide a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec
2. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.
3. In the event you utilize any third party materials, such as music provided by a third-party music provider not provided by Tongal, you must obtain full written license and consent from the owner of such third party materials and provide such license and consent forms to Tongal.
4.  BY SUBMITTING A VIDEO ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.
5. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
6. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.
7. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.
8. Videos must be in the English language or subtitled.
9. Limit 5 submissions per member, per Phase.
10. You must be at least thirteen (13) years or older to enter.
11. In the event that fewer than ten Pitches are received, the Sponsor reserves the right to repost the contest for up to fourteen (14) days at their discretion.
12. In addition to the judging criteria stated in the OFFICIAL RULES, Pitches will also be evaluated on that member’s ability to execute the final Video based on their prior work and experience as a filmmaker.
13. The Sponsor will be entitled to reasonable revisions on the finished Videos without providing additional compensation. Remember it’s easier to re-edit than re-shoot so try to get as much coverage as possible.
14. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, winning Video creators MUST also provide Talent, Location, Music (or other) Releases for all assets appearing in their winning Videos, as well as a photograph/headshot  OR copy of a photo ID for all On-camera Talent releases. You must also provide all project files, editing sequences and a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec to claim your prize.
15. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.