Movies would have you believe all cat owners are crazy spinsters. (According to Hollywood, men don’t own cats.) Well, we’re here to bust this myth wide open. Cat owners may be crazy in love with their purring, little friends but they’re not one-size-fits all. They aren’t just crazy – they’re “crazy cool” or “crazy fun” or “crazy smart”.

 

And they’re all headed to CatConLA - the biggest cat-centric event of the year. It’s the place for cat owners to connect with some of the world’s top cat experts and to celebrate all things cat.

 

CatConLA is sponsored by Hill’s Science Diet because they’re as crazy about cats as any cat lover out there. And they want YOU to join in the celebration and help them create an entertaining Video that shows us a different kind of “crazy” cat lover – check out the flyer in the Assets Tab for some inspiration.

 

So let’s smash the “crazy cat lady” stereotype, and give the world a “cattitude” adjustment! Check the Objectives section to find out more.

 

 

The goal of this project is to create an engaging and shareable 30-second Video that showcases a different kind of “crazy” cat owner in order to help Science Diet celebrate all cat owners in a big, new way.

 

NOTE: This is not an authentic story project. You may submit real life stories or fictitious stories based on reality.

 

--Key Marketing Messages:

• Cat-owners are all shapes and sizes and unexpectedly interesting in their own way. They love their cats but have other attributes/hobbies that make them intriguing.
• Tagline: What kind of crazy cat person are you?

 

--Target Audience:

• Cat enthusiasts who are free to channel their inner-cat obsession.
• Cat owners who feel like CatCon captures who they are and how they feel about cats.

 

--Executional Mandatories:

• Videos should NOT endorse or feature Hill’s and/or Science Diet – should only include as “sponsored by”.
• Making fun of cats or cat owners is unacceptable.
• If cats are shown in the videos, they must be wearing a collar and should appear comfortable and non-stressed.
• Ensure responsible pet ownership is taken into consideration.
• Do not show other products, brands, labels or logos.
• Bumper/End Card will be provided by the Sponsor to Pitch winner.
• Keep it crazy clean. Don’t show anything crude or vulgar, and no obscenities.

 

--Tone: The video should feel authentic, engaging, and entertaining. The purpose of this video is to be highly shareable so your video should have either an unexpected, comedic, or emotional driving element.

 

--Exposure: Intended for use in digital and social media. Primarily, Facebook and YouTube.

 

 

 

This Project will be worth a total of $30,000 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 showcasing a different kind of “crazy” cat owner that proves that cat-owners come in all shapes and sizes and are unexpectedly interesting 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 creators will receive $250 each and a 5% one-time residual payment for any winning Video(s) based on their Idea. (That means if your winning Idea is the basis for the 1st place Video, you will receive $250, the 2nd place Video $212.5, the 3rd place Video $150, the 4th place Video $150, the 5th place Video $150, and the 6th place Video $150)– 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.   

 

The five (5) most compelling Pitches will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will each receive $1,500 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 $3,000 at a minimum, and have a chance to compete for the $5,000 First Place video prize (subject to deduction for one-time 5% residual payment to eligible Idea winners). 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: VIDEO – The five (5) winners from the Pitch Phase will each create a 30-second Video based upon their winning Pitch.

 

All other creators are invited to enter a Wildcard (What Is a Wildcard?) submission that can be based on one of the winning Idea(s) from the previous Phase or a totally original concept that is not based on any winning material from the Idea Phase. The Judges will score all Wildcard submissions and the one (1) highest scoring Wildcard Video along with the five (5) winning Videos submitted by Pitch winners will be scored to determine the standings for the Video Phase.  Remember, the five (5) Pitch winners, along with one (1) Wildcard creator, will receive prizes.

 

--Video Phase Payout: Winners of the Video Phase will earn the following prizes: 1st  place $5,000; 2nd place $4,250; 3rd place $3,000; 4th place $3,000; 5th place $3,000; 6th place $3,000 (less any 5% one-time residual payments paid to the Idea winners as applicable).

 

--Music:  Tongal has partnered with three premiere music providers: Audioblocks, 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.

 

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 5% of the amount won. That’s a potential $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 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 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.