There is nothing that compares to how we feel when we finally get to reunite with our mother, or brother, or husband after a long period of time apart. One of the best times for reunions is the Holiday season. It’s the time when we remember the people in our lives and the places we came from. There is so much joy to be found, memories to be created, and gifts to be shared. Pepsi understands that the most meaningful gifts in life are the moments we share together, and this Holiday season in Central America, they want to celebrate family and friends and showcase the power of reunions. Moreover, for Pepsi the best gifts are non-material, real-life, non-cliché, not picture perfect.

That’s where you come in. Pepsi wants you to create a suite of creative content (including a hero video) specifically designed for Facebook distribution that highlights the emotion and inspiring feelings of reuniting with family and friends during the Holidays.

 

WHAT YOU NEED TO KNOW:

• Pepsi wants to see real and spontaneous reactions of overwhelming joy of reuniting with loved ones. Please stay away from “virtual” reunions.
• The video needs to look and feel authentic to Central America and be executed in Spanish.
• The video MUST use the Fonseca and Río Roma song “Caminar de Tu Mano”: https://www.youtube.com/watch?v=idC5sWB9sC0
• Facebook will be the main channel of distribution. Please read the Objectives Section carefully for best practices to optimize content for this platform and other Pitch requirements surrounding Facebook.

For more details please read the Objectives section.

Develop and produce a creative suite of content specifically designed for Facebook distribution to capture viewers as they scroll through their mobile feed. The content will be optimized for Facebook’s new products CANVAS and CAROUSEL (see best practices below and in the Assets Tab).

Pitch winners will be required to produce one (1) 30-60 second video, optimized for Facebook, with a supplementary creative suite of assets (still images, GIFs, Cinemagraphs, vignettes and/or shareables) to expand the storytelling beyond the video. This creative suite should help Pepsi get Central Americans excited about reuniting with family and friends over the Holidays, and to showcase the meaningful moments shared with family and friends.

As a reminder, the content is intended for the Central American market. Make sure to do your research, and that your proposed execution is culturally relevant to this region. Avoid falling victim to stereotypes. All content must be in Spanish.

The video MUST evoke inspirational, enthusiastic, satisfaction, surprise, pride and joy feelings. Please avoid sadness, guilt, nostalgia (in the negative sense). 

Previous executions for this campaign…

2014: https://www.youtube.com/watch?v=nJCWMdI4gwQ

2015: https://www.youtube.com/watch?v=YCYoTk3MTww

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

• SCRIPT – This project requires Script Approval before filmmakers move onto the Video Phase. 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.
• HEADSHOT – This project requires Headshot Approval before filmmakers move onto the Video Phase. 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.

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.

If you’re selected as a Pitch Winner, a Tongal producer will email you to help walk you through the Pre-Production and Approvals process.

NOTE: The creative suite of content including the one (1) 30-to-60 second “hero” video and fifteen (15) supplementary assets are all due at the close of the Video Phase

--Key Marketing Messages:

• Tagline: “Los mejores regalos, son los que tú vives” The best gifts, are the experiences you live
• Best times are the ones spent together
• This video falls under the “VIVE HOY” (Live for Today) campaign, which encourages people to dive into life, seizing the moment and making it count. The time is NOW and Pepsi is part of each moment that matters in the consumer’s life.

--Target Audience: Primarily Millennials. The message should touch anyone who looks forward to Christmas/Holidays to share with family and friends. It should be appealing to 18-35, but not rejected by 35+

--Executional Mandatories:

• The product must be integrated into the video in a natural way, and it MUST always be shown cold (i.e. Pepsi poured into a glass with ice, product shot should sparkle/glitter, sweat bottles, etc.)
• The content MUST be heartfelt and evoke a feeling of inspiration, enthusiasm, satisfaction, surprise and pride.
• The video MUST use the Fonseca and Río Roma song “Caminar de Tu Mano”: https://www.youtube.com/watch?v=idC5sWB9sC0
• We will provide audio stems to Pitch winners.
• DO NOT show kids under 12 years old drinking Pepsi.
• DO NOT show any religious symbols, homosexuality, sexual content, or politics.
• DO NOT show people with tattoos.
• Avoid using the color red, as it is the brand color of the direct competitor.
• Use Pepsi color palette, blue props, etc.
• The Sponsor will provide end card.
• Avoid picture perfect Christmas, Santa, Christmas tree, material gifts.

--Tone: inspirational, enthusiastic, happy, surprising and evoke a sense of pride, celebratory. Should showcase elements of the Holiday season, but the focus should be in reminding people that the most important part is the time spent together.

--Exposure: The videos are intended for Facebook, and you’ll have an opportunity to collaborate directly with Facebook.

Product:Pepsi will provide product to Pitch winners to be used in the video.

Facebook Best Practices for Video Content:

• Tell visually engaging stories – The video should have a constant rhythm. Use text graphics, new frames, characters and settings to move the story forward. It is recommended that something visually happens every 3-5 seconds.
• The introduction to the video is critical. You need to capture viewers’ attention in the first 3 seconds. Slow builds do not work for this platform. The intention or hook should be revealed in the first 5 seconds of the piece. Consider a “Trailer” approach or using 2-3 lines of copy to frame/present the video.
• Storytelling needs to be driven by visuals. The audience should pick up on what the video is about without having to turn on audio.
• Frame your shots in a way that it works for square ratio as well as wide.
• Review your edits on a mobile device.

Sample executions for CANVAS: https://www.facebook.com/groups/canvasexamples/

• Delivery Specifications - https://www.facebook.com/business/ads-guide/clicks-to-website/canvas/?tab0=mobile-news-feed

Sample executions for CAROUSEL: https://www.facebook.com/carouselformat

• Delivery Specifications - https://www.facebook.com/business/ads-guide/clicks-to-website/carousel

**Note that the Sponsor wants to create something different this year that evokes the same emotions, but with a tone that is more celebratory.

This Project will be worth a total of $50,000 and consists of four phases: an Concept Phase, a Pitch Phase, a Pre-Production Phase and a Video Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: CONCEPT – Tell us your Concept for inspiring and heartfelt Holiday video that focuses on the power of family reunions in 250 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 Concept creators will receive $500 each.

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 Concepts 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.
• Treatment (REQUIRED): A detailed narrative description of what’s going to happen in the video and a description of how the creative suite of content will live in Facebook whether in Canvas or Carousel. What will the experience for the viewer be?

• (OPTIONAL) Tell Pepsi how your creative suite based on one of the winning Concepts would be displayed within Facebook’s CANVAS or CAROUSEL (Also see CANVAS FAQs and CAROUSEL FAQs).

• Headshots/Casting Boards (REQUIRED): Casting notes or concepts, headshots of actors, etc.
• Script (Optional): This should include dialogue from the video you intend to create.
• Storyboards (Optional): Additional concept art, storyboards, shot list, anything that helps get your point across.
• 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.

The three most compelling Pitches will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will each receive $5,000 to help create the Video. Additionally, upon submitting a Video that satisfies the criteria laid out in your winning Pitch, the Pitch winners will also be GUARANTEED a winning place in the subsequent Video Phase. So, if your Pitch is selected and you execute your Pitch effectively in your Video submission, you will win an additional $8,000, at a minimum, and have a chance to compete for the $15,000 First Place video prize. 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 – The three of Pitch Winners from the Pitch Phase will enter the Pre-Production Phase (What is a Pre-Production Phase?). During this phase, filmmakers will need to receive the following Approvals from the brand:

• SCRIPT – This project requires Script Approval before filmmakers move onto the Video Phase. 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.
• HEADSHOT – This project requires Headshot Approval before filmmakers move onto the Video Phase. 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.

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.

PHASE 4: VIDEO – Once the Pre-Production Phase is complete, the Pitch Winners will each create a 30-to-60 second “hero” Video and supplementary creative assets based upon their winning Pitch.

NOTE:  The creative suite of content including the one (1) 30-to-60 second “hero” video and fifteen (15) supplementary assets are all due at the close of the Video Phase.

The Judges will score the three winning Videos submitted by Pitch winners to determine the standings for the Video Phase. Remember, the three Pitch winners will receive prizes.

--Video Phase Payout: Winners of the Video Phase will earn the following prizes: 1st place $15,000; 2nd place $10,000; 3rd place $8,000

--Music: Tongal has partnered with premiere music providers: JinglePunks 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.

Tongal members interested in a custom music solution for your project are invited to connect with SCORE A SCORE. They specialize in the creation of custom music, on-demand.

Their business model is based on a "name your price" system, so you can tell them what your budget is, and they will work with you to create a deal configuration that will work within the discussed parameters. Check out the FAQ for more information and how to contact SCORE A SCORE.

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 $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 Video MUST not exceed 60-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 20 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.