Previously PayPal created an animated video introducing the Crypto for the People message, which you can view HERE. While it succeeded in introducing PayPal's crypto functionalities, they are looking for this content to be more lifestyle-oriented, and educate those who are crypto curious about how they can get involved in the context of the real world.

KEY CRYPTO EDUCATIONAL POINTS: 

• Defining crypto & how it works
• Presenting the utility of crypto as a currency, rather than just a digital technology 
• Providing examples of how crypto is used / has been used
• Listing the different types of crypto on PayPal (Bitcoin, Bitcoin Cash, Litecoin, and Ethereum only)

TIKTOK AD BEST PRACTICES:

• Avoid using transparent or white background for the creative, as nicknames, ad captions, and music captions may not be visible, because the text color and UI icons on the TikTok app are white. 
• All video creatives must have sound. 
• No watermarks (including the TikTok watermark) are allowed in the creatives. 
• The ad creative must not mimic the TikTok interface. 
• Ads do not allow for Duet or Stitch videos to be used.

THOUGHT STARTERS / TONAL REFERENCES:

The PayPal team has provided the below thought starter and tonal references. Please note: your pitch must NOT directly copy any of these, and you should come up with your own creative take. These are for tonal references only:

• Two friends use prompts to quiz each other about crypto. The catch? Each question-answer scenario comes with a risk attached such as getting a balloon popped in one’s ear or having a bucket of ice-cold water poured over one’s head! This delivers against the EDUCATE objective.
  

Below are recent live action/lifestyle videos that have been created for PayPal in the last year. Please note these should be used for tonal references only. These formats are NOT appropriate for TikTok, and should not be adapted for TikTok.

• Make Your Walk a Catwalk
• Make Jungles Easy
• Happy Cheat Day 
• Make WFH Easy
• Make Fitness Easy

Cryptocurrency was once intimidating or inaccessible to the average consumer, but PayPal is changing that by making it easier for the crypto curious to get involved. That's right, this isn't just about "HODLers" anymore - this is about Crypto for the People!

In this project, PayPal wants to create engaging and clever live action videos for TikTok. They're looking to experiment and explore how the PayPal brand manifests itself on the platform, so they'll be selecting THREE different creators, each of whom will create ONE video. This is about creative diversity, so there's no one "right answer" to this brief. Spend an hour (or...twenty?) watching TikTok videos, think about what you love, or what lands with you, and have fun with this. Obviously, your video shouldn't be a total departure from the brand's identity, but originality plays well on TikTok, and your video needs to stand out. 

In terms of the content itself, there are two critical messaging objectives: "educate" and "explore." The brand's mission is to educate TikTok users on the basics of crypto, while also letting them know that they can explore: buy, hold, and sell crypto with PayPal, or shop and checkout with crypto. Your video can either combine both the "educate" and "explore" messaging, or it can focus on one message. A major brand tenet for PayPal is trust, so it is important that this content convey that trust - not only in terms of quality, but in how it connects authentically with its audience. 

You do not necessarily need to feature to people in your video, but if your video doesn't involve people, it still needs to be feel appropriate for TikTok - which isn't exactly known for videos that ONLY involve traditional 2D animation or motion graphics. To that end, we've included some TikTok considerations in the Background section that might help. Importantly, PayPal is not looking for simple selfie-style "user generated content." You can do better than that. This video should feel more elevated in terms of production value, and certainly in the cleverness of its execution. 

As a final note, you should know that if your video is received well, and performs strongly, this project could lead to a series of additional TikTok videos, and it's even possible that more than one creator will be given the opportunity to create additional videos. For any questions or other project updates, check out the Project Forum.

 

DELIVERABLES: Each creator will produce one video asset.

• One :10-:15 TikTok video (9x16)

 

TIMELINE:

• For the full project timeline please see the Assets section.
• Please note this is a VERY fast-moving timeline, with all content being produced within a six-week period.

 

EXPOSURE: TikTok

 

TARGET AUDIENCE: American millennials, 25-35, who are tech savvy & curious about Crypto, but have not yet purchased any crypto. That said, be cautious to not alienate other demographics.

 

TONE: Fun, engaging, approachable, and relatable. While the video can be funny, the topic itself is serious as it relates to people’s money and the potential to lose that money. PayPal must talk about crypto in a responsible manner, and this also means that information must be factually correct (PayPal’s Legal and Compliance teams will be reviewing) and consistent. 

 

EXECUTIONAL MANDATORIES: 

• We've included a potential thought starter in the Background section for  reference, but NOTE that you should NOT use that idea for your pitch. Your creative take must be unique from that idea in order to be considered. 
• There can be NO gamification or depiction of cryptocurrency as a "bet" or a "gamble."
• Creative treatments CANNOT mention "investing" in any way. 
• Crypto CANNOT be depicted as increasing in value in any content, as that is NOT guaranteed, and it should steer away from mentioning the current price of any cryptocurrencies, as that constantly changes. Similarly, content should not make crypto appear overly glamorous or like a solution to ‘get rich quick’. 
• Content should utilize music from a Tongal library, not from the TikTok library. 
• Though content should feel designed for TikTok, it should NOT be shot on a phone.
• You are open to use the PayPal UI in some way in your video - whether on phone in situ, or in full screen graphics - if it makes sense for your creative take. 
• Avoid using the words ‘millennial’ in order to avoid alienating non-millennial customers.
• Text on screen should be in the style of actual TikTok functionality.
• You CANNOT include emojis.

Shooting live action or stop motion? Our priority is ensuring everyone's safety,  so 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.

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

 

• TEXT (REQUIRED): 500 characters or less synopsizing how you plan to approach and execute this video.
  
  
• 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.
  
  
• 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. You can download the Tongal storyboard template here.
  
  
• HEADSHOTS/CASTING BOARDS (Optional): Casting notes or concepts, headshots of actors, etc.

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.