As the mother of a new baby, you’ve got a lot of tough choices to make – and a lot of pressure to get each choice right, every time. In this age of connectivity, the array of choices can be overwhelming. Gerber® Good Start® understands that. With so many choices, it helps to have someone to talk to who’s shared your experiences, asked your questions, and struggled with the same choices. 

 

That’s why Gerber wants the Tongal community to create Videos featuring Moms who chose Gerber® Good Start® formula.

 

These Moms love how Gerber® Good Start® formula is designed with their baby’s comfort in mind, and comfort for baby means happiness for all.  They trust Gerber® Good Start® Gentle formula with Comfort Proteins® that are easy for tiny tummies to digest, because they know a happy baby means more snuggle time, fewer tears, and a good night’s rest for all.

 

Read on to help Gerber® bring these stories to life and share great advice with new moms-to-be!

 

The goal of this project is to create an authentic and trustworthy Video (up to 60 seconds in length, with a 15 second cutdown) that shares an “In The Know” Mom’s story – a Mom who uses Gerber® Good Start® formula and loves its benefits of Comfort Proteins® to keep her baby comfortable and happy.  She also understands that when a baby is comfortable, happiness extends to the entire household.

 

IMPORTANT NOTE:  Gerber® has a partnership with EMILY LEY (see photo under "Assets Tab"), creative director of her namesake lifestyle brand, Emily Ley, and mama bear of three littles under 5. She chooses Gerber® Good Start® Gentle formula for her twin 10 month old babies, Tyler and Caroline. Emily embodies helping her mom community find happiness in their days through her popular Simplified Planner®. Find out more about Emily Ley by following her on Instagram @EmilyLey or visiting www.emilyley.com.  **Emily lives in Tampa, FL and is available to shoot most of December, except 1st - 3rd.**   

 

You can either Pitch on Emily Ley - OR - provide an Influencer Mom of your own who uses Gerber® Good Start® Gentle, Gerber® Good Start® Gentle for Supplementing or Gerber® Good Start® Soothe formula to help baby and her family stay comfortable and happy.

 

Your Videos should be informative and drive moms to learn more at Gerber.com, but we really want to see how you can interpret the benefits of Gerber® Good Start® formula in a fun, optimistic, and inspiring way. 

 

NOTE:

• Your Pitch must include headshots of Mom and Baby (if your Pitch is not based on working with Emily Ley) and a script for approval.
• Pitch winners will have a pre-production call with the Sponsor on either 11/12/15 or 11/13/15.
• If you win in the Pitch Phase (with a pitch based on Emily Ley), you will be required to arrange and fund your own travel arrangements to film her and her baby in Tampa, FL. 
• The 60 second Videos and 15 second cutdown are both due at the close of the Video Phase.  Please upload them as separate videos when submitting your Videos.

 

--Key Marketing Messages:

• "The Formula for Happiness" is the key message, and relates to these three components:
  • Comfort for baby means giggles for all. The Formula for HappinessTM.
  • Less crying for baby, more snuggling for all. The Formula for HappinessTM.
  • When baby sleeps, everyone sleeps. The Formula for HappinessTM.
• Gerber® Good Start® Gentle formula has Comfort Proteins® that are easy for tiny tummies to digest.

 

--Key Product Benefits:

• Gentle and Gentle for Supplementing:
  
  • Contains Comfort Proteins® that are easy for tiny tummies to digest. 
  • Comfort Proteins® are made of 100% whey and are broken down further so that they are easy to digest
  • Gerber® Good Start® Gentle formula is modeled after the complete nutrition and gentleness of breastmilk
  • Gerber® Good Start® Gentle formula is complete nutrition with DHA to support brain development
  • Only formula with prebiotics and probiotics to support digestive health (requires a super that says “Probiotics not available in liquid products”) 
  • Gerber® Good Start® Gentle for Supplementing is gentle nutrition to supplement breastmilk
• Soothe:
  • Contains exclusive probiotic L. reuteri clinically shown to reduce crying time by 50% (requires a super that says “in colicky breastfed infants”)
  • Comfort Proteins® that are easy for tiny tummies to digest
  • Carbohydrate blend with 30% lactose to ease fussiness
  • Complete nutrition with DHA to support brain development

 

--Target Audience:

Prenatal Healthy Influencers. This Mom-To-Be believes that what she feeds her child in the formative years lays the foundation for future health. She proactively seeks information, tools, and advice to ready herself for success and she prides herself on being able to influence other moms.  

 

--Executional Mandatories:

• Strong branding of Gerber® Good Start®
• The Formula for Happiness must be clearly articulated
• The concept of happiness for all must be clearly communicated in all Videos
• “Breastfeeding is best for your baby” message must be incorporated either in the script or with a super.
• Do not show competitive products
• Do not overclaim – please stick to specific, provided claims when making specific mention of product benefits (not all benefits provided are required to be used)
• Please incorporate look and feel of The Formula for Happiness
• Please incorporate dots design from print ads and new packaging
• All talent must be approved by the Sponsor prior to production
• Talent should appear aspirational – happy families, healthy children
• Preference for multicultural-looking talent

 

--Tone: Trustworthy, optimistic, caring, current, inspiring, healthy, happy

 

--Exposure:  Intended for use on Gerber.com, Facebook, and potentially on eRetail sites such as Amazon.com.

 

--Bumper: Gerber® will provide the Pitch Winner(s) with an end bumper/frame.

 

--Product: Product should be clearly featured and will be provided to the Pitch winners.

 

 

This Project will be worth a total of $40,000 and consists of two (2) Phases: a Pitch Phase and a Video 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 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 (REQUIRED): 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 two (2) most compelling Pitches will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will each receive $10,000 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 $12,000  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 2: VIDEO – The two (2) winners from the Pitch Phase will each create a Video up to 60-seconds in length based upon their winning Pitch along with a 15-second cutdown.

 

NOTE: The 60-second Video and 15-second cutdown are both due at the close of the Video Phase. Please upload them as separate videos when submitting your Videos.

 

The Judges will score the two (2) winning Videos submitted by the Pitch winners to determine the standings for the Video Phase.  Remember, the two (2) Pitch winners will receive prizes.

 

--Video Phase Payout: Winners of the Video Phase will earn the following prizes: 1st place: $12,000 and 2nd place: $8,000.

 

--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.  

 

 

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 30 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.