With tens of thousands of guided lessons, worksheets, activities, and games, Education.com provides each child with a tailored experience that can either help them get ahead or give them extra support on difficult topics. Education.com gives parents a trusted avenue to be an active participant in their kids’ education and allows the teacher to enhance their lessons with additional materials. As parents gear up for back to school season with all the essentials, we want to make sure they are aware of how Education.com can be a part of their children’s learning journey with endless resources to start off the school year the right away. 

You may remember the Back to School Concept project we ran a while back. From this very strong pool of submissions Education.com has selected 3 Concepts to move forward with. Now they would like filmmakers to choose one of these Concepts to inform a suite of videos for YouTube and Facebook that encourage people to check out their site and sign-up.

Please read the remainder of the Brief for all the important details.

The goal of this project is to create a suite of digital ads for YouTube and Facebook that encourage people to sign-up for Education.com.  Filmmakers will need to select one of the designated Concepts provided below and create a suite of videos consisting of the following:

• One :30 Video for YouTube (shot in 16:9 full screen).
• Two :15 second videos for Facebook (delivered in 4:5 and 9:16)
• One :06 second cut down for each of the :15s (delivered in 4:5 and 9:16)
• Subtitled versions for all of the above.

PLEASE NOTE: In order to get the most bang for their production dollars filmmakers have the option to utilize the same set and talent for their suite of videos, just make sure you specify how each would differ in your Pitch.

It’s important that each ad accomplish the following: 

• Get the viewers attention with a problem or struggle parents and their kids have regarding their education.
• Show How Education.com can help.
• Close with a strong call to action driving people to click and sign up.  

Education.com has several different call to actions (CTAs) they’d like to potentially use.  This will be determined by the final creative, however we’ve included them below to incorporate in your Pitches if you’d like.

Remarketing

Hurry 50% Off Unlimited Access / Learn More 

General

More Than 6 Million Parents Trust Education.com / Learn More 

Other alternatives they may want to test:

Get Free Access Today / Learn More 

A Learning Path as Unique as Your Kid / Learn More 

Over 3.5 Million Teachers Use Education.com / Learn More 

Please choose one of the following Concepts to base your suite of videos on.

Heartwarming Kids in Their Own Words

Kids in Education.com’s target age range speak to the camera telling in their own words what they need from their parents for education help. It will be heartwarming and funny, quickly grabbing a parent's attention. Shoot on colorful backgrounds.

Sponsor Note: We love the potential of this Concept.The key to success will be getting authentic and strong performances from the kids. Additionally, we’d like filmmakers to tell us how they plan to catch people’s eyes as they scroll through their feed.

Readers of the Lost Art

Indiana Jones-inspired sequences show a mom and her young kid discovering new trails, deciphering new word hieroglyphics, overcoming math obstacles. They bond and gain confidence and as they reach the treasure of knowledge. Their map? Education.com

Sponsor Note: We think this could be visually appealing and are open to live action or animated executions.  We just have to make sure the messaging and call to action get across in this shorter format.

Click Here for Smarter Kids (Use this phrase to inspire your Pitch)

Sponsor Note: Yes, this is abstract and maybe a little strange but there’s something compelling about how direct and to the point this is. The situation and setting are up to you but we’re looking for an execution that uses this phrase. It could be incorporated as a tagline or woven in throughout. It’s up to you. Feel free to be irreverent or not but keep in mind the end goal is to communicate how Education.com can help kids in a credible way while closing with a strong call to action.

--Key Marketing Messages: Education.com has the best resources to enhance your child’s learning journey. 

--Target Audience: Parents of kids between Pre-k and 5^th grade.  While teachers use and trust Education.com as a resource we want these Concepts to focus on and speak specifically to parents.

--Executional Mandatories:

• Videos must include one or more of the above CTAs. 

• If you are working with minors, please observe the local laws and regulations for working and/or filming with minors in your state or country. For example, obtain work permits, set up Coogan accounts, hire studio teachers, and observe proper working hours as applicable based on your location. For more information you can also check out this blog post.

--Tone:  Supportive, considerate, optimistic, inspiring.

--Exposure: Facebook and YouTube.  Please be sure to download the best practices for YouTube and Facebook in the Assets tab.

-- Timeline: (also in Assets tab)

Launch Project: 8/3/18

Pitch Phase: 8/3 - 8/8

Pitches delivered to Sponsor: 8/10

Pitch winners selected by Sponsor: 8/14

Kickoff Call Brand/Tongal/ Filmmakers: 8/15 (we ask for 30-mins per filmmaker) 3 total filmmakers

Pre-Production Phase: (Casting/ Scripts Approval) 8/15 - 8/22

Video Phase:  8/22 - 9/4

First Cut Videos Delivered to Tongal for Producer Notes: 9/5

First Cut Videos Delivered to Sponsor: 9/6

Editorial Feedback from Sponsor due: 9/10

Filmmakers execute revisions: 9/10-9/12 9 am PT

2nd Cut Videos due to Brand: 9/12

2nd Editorial Feedback from Sponsor due: 9/13

Final Filmmaker Revisions: 9/13-9/14

Final Revised Videos Delivered for Brand Approval: 9/14

Final Videos Mastering: 9/15-9/16

Final Mastered Videos Delivered to Brand: 9/17 Monday

This Project will be worth a total of $36,000 and consists of 5 Phases: A Pitch Phase, a Pre-Production Phase, a Video Phase a Revisions Phase, and an Assets Delivery Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: 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.

• Treatment (REQUIRED): A detailed narrative description of what's going to happen in your videos. If it's helpful to you, we've provided a Treatment template, which you can find here.

• Script (Optional): This should include dialogue from the videos 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. 

• 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, animatic, 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 $7,000 to help create their suite of videos. Additionally, upon submitting videos that satisfy the criteria laid out in your winning Pitch and in accordance with your approved scripts, the Pitch winners will be paid an additional $5,000. 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 2: PRE-PRODUCTION – The three Pitch Winners 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 scripts are 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 before you have received final approval, there is a chance you will need to reshoot (at your own expense).

For your convenience we’ve provided some helpful templates to use at your discretion. They include templates for creating a Treatment, Production Budget, Storyboards, Shot List, Call Sheet, and a Music Cue Sheet.  They can all be accessed here.

PHASE 3: VIDEO – Once the Pre-Production Phase is complete, the Pitch Winners will each create Videos based upon the approved scripts.

--Video Phase Payout: Upon submitting a Video that satisfies the criteria laid out in your winning Pitch, completing Sponsor notes, providing the necessary release forms, and providing all assets required by the sponsor the Pitch winner will receive a final payment of $5,000.

--Music:  Tongal has partnered with three premiere music providers: Jingle Punks, 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 more customized music solution for your project are invited to connect with our partner Score A Score. Email a brief description of your project (timing, creative, budget, etc.), along with any specific music direction and/or references to their creative team at music@scoreascore.com and include “Tongal Project - Your Name” in the subject line.  Their creative team will be in touch within a few minutes to discuss the simple process and options with you. Please note that you will be responsible for the fees associated with using 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 third-party catalog providers, you must purchase the appropriate license at your own expense and submit it with your license purchase receipt when you turn in your Video paperwork.

PHASE 4: REVISIONS – Once the Video Phase has closed, the winning submitters will enter the Revisions Phase (What is a Revisions Phase?). During this phase, filmmakers will perform reasonable edits on their Videos according to the Sponsor’s feedback. 

PHASE 5: ASSETS DELIVERY - You must also provide all project files, editing sequences and a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec in order to submit final payment. In addition, to the project files you are also required to provide all raw footage on a hard drive. You will be responsible for the costs associated the hard drive and shipping.

For Tongal’s file delivery specs and any other questions you may have about post production please click here.

1. The 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 be selected as winner, 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.

9. Limit 5 submissions per member, per Phase.

10. You must be at least thirteen (13) years or older to enter.

11. The Sponsor reserves the right to repost the contest.

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 award.

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.