If you’ve never heard of ceramides, don’t worry – you’re not alone. And that’s exactly why we need you to help us create a simple yet stunning visual to show the world how CeraVe’s 3 essential ceramides benefit the skin.
Ceramides are lipids (oils) found naturally in the skin. They’re essential to supporting the skin barrier and retaining moisture; without ceramides, our skin barrier is weakened, which allows moisture to escape and result in itchy, dry, and/or irritated skin.
But the good news is that applying ceramides directly to the skin can replenish the moisture needed for healthy, smooth skin with a strong barrier. Which is exactly why all CeraVe products contain ceramides. The unique combination of 3 essential ceramides in CeraVe help replenish skin’s existing ceramides, relieve dry skin by reducing moisture loss, increase hydration, and restore the skin barrier.
In an earlier project, we sourced 5 ideas for how to visually convey how CeraVe’s 3 essential ceramides benefit the skin. The next step is to turn one of those Ideas into a strong, simple, and memorable creative suite to drive the messaging home to consumers. Think of the classic 80s “Your Brain On Drugs” PSA: we all instantly thought of an egg frying in a pan, right? That’s the kind of lasting permanence we’re looking for for our visual. Something that will be memorable and clearly draw a link showing how CeraVe’s 3 essential ceramides restore the skin barrier for healthy skin.
The winning filmmaker will create a :15 video, a GIF, and a standalone still image that connect the strong visual with CeraVe’s products. Your :15 video should not only focus on the visual metaphor, but also demonstrating how the action of the CeraVe ceramides provide the end benefit of hydrated and restored skin.
Read on to the Project Objectives for more info, including on the 5 Ideas available to Pitch against.
The goal of this project is to create a visual suite comprised of a :15 video, a GIF, and a standalone still image that all center around a memorable visual representation of how CeraVe’s ceramides reduce moisture loss, increase hydration, and restore the skin barrier. The creative image, based on one of the winning Ideas below, will be the basis for everything in your suite and will also be used to demonstrate how CeraVe ceramides benefit the skin in a :15 video.
Below are the five winning Ideas. Be sure to read each Idea and the brand notes against them before you Pitch!
A Straw and an Orange – The skin of an orange creates a barrier. It’s hard to push a straw into an unpeeled orange, but easy if it’s peeled (without a barrier).
NOTES: When showing the ceramides and the comparison between oranges, make sure that it’s clear that the ceramides are almost like a patch repairing, protecting, and restoring the skin. Visually show that the ceramides shore up and repair the skin.
Fits In – Show ceramides as puzzle pieces sliding into skin and making it complete, thus shielding it from outside and keeping it moisturized.
NOTES: We’re very interested in seeing how this can come together in a dynamic way. Once the puzzle pieces fit together, what does the final puzzle look like? The key to success with this Idea is to illustrate through the puzzle pieces how Cerave ceramides provide strength to the skin, thus restoring the skin barrier.
Grapes are Like Skin Cells – 2-part timelapse photo shows bowl of peeled grapes brown and shriveled in the sun while grapes with peels have a moisture barrier that helps them stay plump and healthy longer.
NOTES: We encourage you to explore other fruits, foods, or even totally different objects that keep the analogy alive. Doesn’t necessarily have to be fruit or food. Avoid showing flowers or leaves.
Soufflé Fail Analogy – Instagram food fail style: a proud, plump soufflé filled with steam pockets sits next to a sad sunken soufflé with a failed moisture barrier.
NOTES: Rather than showing the soufflés side-by-side, the soufflé should start off as deflated and, due to CeraVe's ceramides, the soufflé becomes plump and healthy. Again, make sure that the comparison makes it clear that the ceramides are the differentiating factor that shore up and repair damage while visually showing the end benefit of moisturized, hydrated, healthy skin.
Water Balloon Breaking – A water balloon holds in all the moisture, but one little crack in the balloon, and that can lead to a LOT of moisture loss! Use CeraVe!
NOTES: As with the puzzle piece Idea, make sure that you are clearly showing the benefit of moisturized and hydrated skin and drive home the benefits of Cerave’s 3 ceramides to the consumer at the end of the day. Think of what material could be used to repair a tear in a water balloon and how that can be a visual metaphor for CeraVe.
Above all, it’s paramount that your video, gif, and still all show the benefit of moisturized and hydrated skin and drive home that the action of the CeraVe ceramides provide the benefits to the consumer at the end of the day.
You may submit up to 5 Pitches, so if you have an approach for more than one Idea, submit your treatments as separate Pitches.
Here are some other examples of how skincare brands use visual representation to demonstrate their products’ benefits:
bareMinerals: Complexion Rescue Demo
Baby Dove | New Baby Skin Care | Baby Soap Test
skinCeuticals: Atmospheric Skin Aging
Aveeno Natural Moisture Lock Demo
And here’s CeraVe’s 2018 ad campaign, for context on how they’re currently approaching the space: https://www.ispot.tv/ad/wFUp/cerave-craving
As with all of these videos, your :15 video, GIF, and standalone still should successfully do the following:
Engage viewers with a stunning yet simple visual that shows how CeraVe’s 3 essential ceramides benefit skin.
Educate with a simple and ownable visual that allows viewers to easily understand and connect the benefit that CeraVe’s 3 essential ceramides play in the skin.
Convert viewers into becoming CeraVe users and advocates.
--Pre-Production Approvals: You will need approval from Cerave on your talent headshots and storyboards for this project. See more info in the Details section about the pre-production approvals required in this project.
--Timeline:
Please note that this project has shorter pre-production and production phases. During pre-production, CeraVe will need to approve your storyboards and talent headshots.
Pitch Phase: 8/17–27
Internal Review: 8/27–29
Tongal/CeraVe Call to Review Pitches: 8/29
CeraVe Reviews Pitches: 8/29–31
Pitch Winner Announced: 8/31
Pre-Production: 8/31–9/11
Pre-Production Call with CeraVe and Filmmaker: 9/4
Storyboards Due to CeraVe: 9/5
Headshots Due to CeraVe: 9/6
Storyboard + Casting Approval from CeraVe: 9/10–11
Production Phase: 9/11–18
First Cut Delivered to Tongal: 9/18
Internal Review: 9/18–19
First Cut Delivered to CeraVe: 9/19
CeraVe Reviews First Cut: 9/19–21
CeraVe Feedback Due: 9/21
Filmmaker Revises Video: 9/21–24
Second Cut Delivered to Tongal/CeraVe: 9/24
CeraVe Reviews 2nd Cut: 9/24–26
CeraVe Final Feedback Due: 9/26
Filmmaker Finalizes Video: 9/26–28
Master Files Delivered, Project Closes: 9/28
--Key Marketing Messages:
Bring the benefits of CeraVe ceramides to life in a simple and memorable way.
How CeraVe’s 3 essential ceramides – Ceramides 1, 3, and 6-11 – function and work in the skin:
Replenish the skin’s naturally-occurring ceramides
Relieve dry skin by reducing moisture loss and increasing hydration
Restore the skin barrier.
--Target Audience:
Women & men, 25+
Derm brand users
People with atopic skin
People who shop mass, ecommerce, specialty
Income range $75,000+
All ethnicities with a lean towards Hispanic
--What to Avoid:
Stay away from showing competing products.
Avoid comedy, musical executions, historical settings, sex, or comics.
Any claims that implies that CeraVe products heal, cure, or change the structure of the skin.
--Tone: Straightforward, accessible, approachable, and authentic. In line with CeraVe’s similar brand advertising (linked above).
--Product: CeraVe will provide product as needed for the video. No product is needed in the standalone still image.
--End Card: The filmmaker will be responsible for creating a 2D endcard for the video.
This Project will be worth a total of$20,000 and consists of 5 Phases: A Pitch Phase, a Pre-Production Phase, a Video Phase, a Revisions Phase, and an Asset 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:
The most compelling Pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will receive $8,000 to help create the Video. Please note the payment of the Pitch award is subject to a payment schedule determined by Tongal. Additionally, 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 $12,000. 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 winner from the Pitch Phase will enter the Pre-Production Phase (What is a Pre-Production Phase?). During this phase, the filmmaker will need to receive the following Approvals from the brand:
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 Winner will create a :15 video, a GIF, and a standalone still image based upon their winning Pitch.
NOTE: The :15 video, GIF, and standalone still image are all due at the close of the Video Phase. Please upload them as separate videos when submitting your Videos.
--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 $12,000.
--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 (if necessary) and shipping.
1. The Video MUST not exceed :15 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 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 or subtitled.
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 Video 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.