In the CarryOn CBD-infused Sparkling Water Concepting Project, the sponsor identified two concepts they would like filmmakers to consider when pitching. You should choose ONE of the following to base your pitch on:

• A Friendly Reminder - Two adult friends interact on a typical day while doing ordinary tasks; think talking over a fence, driving through traffic, or parents watching their kids on a play date. However, Friend #1 is having significantly less fun than Friend #2. No problem, Friend #2 shares a CarryOn and everything is better. The sponsor loves the power of a personal recommendation bringing new customers to the product. We want to bring it to a common space and keep the product as the hero. This is a straightforward and matter-of-fact approach, or one with a deadpan and restrained humor, giving CarryOn the spotlight.

• The Things We Carry - All the little stressors in our life can add up and weigh us down. In this concept, we want to see these elements  (i.e. work notifications, cellphone, laptop, family schedules, etc.) come to life and follow our hero as they try to live their life. In the end, they grab a CarryOn and catch a break from those troubles. In terms of tone,  we see this dynamic playing as a minor inconvenience (but stressful enough to make an impact) being removed, or taking a good situation and making it even better (i.e. You're at a concert and someone super tall stands in front of you). We definitely would steer away from anything metaphorical (i.e. a raincloud) or something too upsetting like an expression of physical pain or restraint.

If you're just tuning in, CarryOn is part of a new drink category that is relatively open. In fact, key competitors are conventional relaxation-driving products like Charlotte’s web tinctures and gummies, wine, smokable and edible marijuana, and Nyquil, among others. This category is often saturated with competing brands that are overtly feminine, taste odd, and appeal to younger Gen-Z audiences. This results in more of a party product brand meant to supplement festivities, whereas CarryOn is dedicated to normalizing mental wellness for regular, everyday people and finding balanced joy in small, everyday moments. 

Fundamentally, people are looking for new ways to care for themselves, calm down, and relax without relying on antidepressants or being impaired from weed or alcohol. Our target consumers feel like this could be a product for someone like them because it is a more familiar and approachable way to consume CBD. They may not have tried CBD before, but due to the ingredient becoming more common in the market and CarryOn's familiar product, they would be willing to give it a try.

CarryOn has two CBD infused sparkling waters – Relax, a delicious drink infused with real blueberry juice, antioxidant vitamins, L-theanine, and 20mg of CBD; and Recover, another incredible drink infused with real grapefruit juice, nutrient boosters like Choline to help support muscle health, and 10mg of CBD. 

While the brand has some flexible points, be sure to reference the brand guide in the assets section to get a better idea of the established tone and elements of CarryOn. 

CarryOn is a new CBD-infused sparkling water that is meant to support wellness and self-care during stressful times. Relax, their hero product, leads the brand with a refreshing seltzer featuring real fruit juice with 20 mg of CBD. It is a more sophisticated, grown-up beverage for actual adults, not the White Claw / Barstool crowd. Instead of a party drink, CarryOn wants to be the brand that surrounds small, magical moments, and kickstarts positive transformations throughout the journey of life. Rather than fixing a problem or correcting a habit, it's about enhancing the little peaceful moments that open up in our busy lives.

The goal of this project is to create a :30 live action broadcast spot that introduces CarryOn to the market. We want this moment to feel like a sincere invitation or a recommendation from a friend. The brand's positive yet balanced tone must be readily apparent, and viewers should be able to distinguish it from other CBD or seltzer products. CarryOn is one of a kind, but there are plenty of CBD products and alcoholic seltzers that cloud the category, so keep that in mind.  Using one of the concepts in the background section, help CarryOn break out and become the leading beverage for relaxing, recovering, and finding your center.

 

For any questions or other project updates, check out the Project Forum.

 

DELIVERABLES: 

• One :30 broadcast video (16x9)
• One :06 cutdown (16x9)

 

TIMELINE: For the full project timeline please see the Assets section.

 

EXPOSURE:

• Connected TV in Denver, but eventually could be brought to other markets throughout the US 
• All digital media outlets
• Please review the platform best practices page.

 

TARGET AUDIENCE:

• Men & Women age 18-45
• CBD Users/ CBD Curious

 

TONE:

• Sincere, authentic
• Positive, uplifting, empathetic
• Gender neutral

 

EXECUTIONAL MANDATORIES: 

• Must mention CarryOn and/or show brand name at least twice in a 30-second spot, including once in the first 5 seconds. The endcard can be one of those iterations. 
• Story needs to incorporate some level of transformation that sets up the brand/product as the hero.
• Must call out differentiated ingredients visually or via VO. See the Background section for more info.
• Consider the tagline: "Relax. Recover. Repeat. CarryOn "
• Relax should be the hero product, but introduce Recover at the end card with a family shot.
• End card must be key message (see above) and incorporate family shot in end cart. 3 seconds.
• The product should pop onscreen and be visually distinct.
• Graphics and visuals should follow the style guide. See the assets section for more.
• CarryOn is NOT a party brand nor about getting "high". Concepts should not focus on escapism or experience enhancement. 
• CBD should be treated as an ingredient and should not supersede the product itself.
• Do not literally link CBD to relaxation in any way.

 

Shooting live action or stop motion? Our priority is ensuring everyone's safety, and we're now requiring a COVID safety protocol plan for all relevant productions. Please review our COVID-19 Production Safety Guide and check federal, state, and local rules before and during your shoot to make sure your on-set protocols are up to date. We're working hard to keep people working during this extraordinary time, and you should ensure your submission is executable within the anticipated timeline and budget, while also ensuring everyone's safety.

In order to be considered for this project, you must include the below materials in your pitch submission. For examples of effective pitches, check out this gallery.

 

• TEXT (REQUIRED): 500 or fewer characters synopsizing how you plan to approach and execute this video.

• CARRYON CONCEPT (REQUIRED): Please indicate which concept your pitch is based upon from the background section.
  
  
• TREATMENT (REQUIRED): A detailed narrative description of what's going to happen in the video. If it's helpful to you, we've provided a treatment template, which you can find here.
  
  
• 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.
  
  
• PITCH VIDEO (Optional): This is your opportunity to be face-to-face with the Sponsor and show them 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. For some examples of effective Pitch videos, check out this gallery. All Pitches will remain private until after the Sponsor gives creator(s) the green light to move forward.

• COVID PROTOCOL (REQUIRED): Please let us know your team’s COVID safety protocols for production. If you’re doing everything yourself, or your team will be working 100% remotely, let us know that this won’t apply. Otherwise, at the very minimum, your safety plan must include information about:
  • What city and state you plan to film in
  • Whether you are filming interiors or exteriors
  • Approximately how many people you plan to have on set
  • How you’ll account for testing, PPE, and distancing on set
  • How you’ll handle talent and backup talent, including any hair, make-up, and wardrobe needs
  • Whether you’ll have a dedicated compliance officer on set

1. 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 your submission be greenlit, 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. You may not contact any employees or members of the Sponsor’s organization, their affiliates, or any of their partners. Failure to comply with this requirement may result in disqualification of your entry in the project.
   
   
6. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
   
   
7. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.
    
8. 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.
    
9. Videos must be in the English language or subtitled.
    
10. Limit 5 submissions per member, per Phase.
     
11. You must be at least thirteen (13) years or older to enter.
    
    
12. The Sponsor reserves the right to repost the contest.
    
    
13. 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.
    
    
14. 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.
    
    
15. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, greenlit Video creators MUST also provide Talent, Location, Music (or other) Releases for all assets appearing in their 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 earnings.
    
    
16. 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.