If you’ve read about Goody’s sibling brand BC Powder in our other recent project, you might already know a thing or two about the speed of powder when it comes to pain relief, so it should come as no surprise that for many people who can’t let pain slow down their day (or night), Goody’s powder offers fast pain relief to get them back up to speed and living life their way.

 

Goody’s is a unique dual-action powder formula that utilizes two different types of pain relief, acetaminophen and aspirin, and combines them with caffeine for its ability to increase and quicken that relief. In case you haven’t tried powders yourself, most people take it by just opening up the slim little package, pouring the powder on their tongue, and chasing it with their favorite beverage.

The powder formulation has a real perceived speed benefit for consumers, many of whom are active, adventure-seeking people in the Southeastern US – people with a fast-paced life who work hard, and play hard – and Goody’s fast pain relief allows them to live life to the fullest. Many pain relief brands touch on the idea that they provide relief quickly, but speed is the primary driver for Goody’s. In fact, that’s the big Idea that’s driving this - Goody’s does everything fast.

Now Goody’s is turning to you, Tongal, to reinforce that idea, and help people understand that, as the tagline goes, “There’s fast, and then there’s Goody’s fast.”  

Check out more details below…

The goal of this project is to produce a bold and engaging 30-second Video that will show consumers that Goody's does everything fast, driving awareness of the brand and their unique dual-action formula, and reinforcing the concept of the speed of powder when it comes to rapid pain relief. Your 30-second Video should be accompanied by a 15-second cut-down that’s optimized for Facebook, as well as 5 Still Photos that Goody’s can use for digital promotions, and your Video should also incorporate the tagline "There's fast, and then there's Goody's fast."

Creatively, this is about finding an approach that will visualize fast in a clever and unique way, and you’ve got a lot of flexibility in how you can do that. You could be very literal, or try representing “Goody’s fast” with a relatable metaphorical situation. Since Goody’s consumers are the bold, adventure-seeking types, maybe that can inform your video. Once you come up with a general framework, the key messaging points that you want to be able to hit, since you’re building awareness for Goody’s, are A) getting the name out there – visually or otherwise; B) communicating that concept of “the speed of powder”; and C) ensuring that people understand that Goody’s has a unique dual-action powder formula.

Ideators – Goody’s has had a significant presence at NASCAR events for many years, and has featured legendary driver Dale Earnhardt Jr. in much of their recent content, so Goody’s consumers have already seen a lot of advertising where fast cars are used to reinforce the speed messaging. This Video will obviously NOT have Dale Earnhardt Jr. though, and we cannot include any NASCAR content, but more importantly, you're trying to build out awareness of the Goody's brand, so while you can still choose to embrace the automotive theme, if you do so you should try to do it in a way that’s going to take Goody’s to a new and interesting creative place.

Furthermore – and this is for you too, Filmmakers – because the main market for this video is the Southeastern United States, you should pay close attention to the Target Demographic, and think carefully about how you’ll communicate a story and message that’s relevant to the audience, including what accent or accents you might use for talent. Goody’s consumers are hard-working, down-to-earth people in a lower income bracket, and they fall into a wider age range, 25-54.

A couple miscellaneous notes:

• This is not for “chronic pain.” The most common usage occasion is a headache, and then body pain flare-ups from overexertion or an old injury.
• The product comes in a convenient, credit-card shaped package, which is easier to carry around than a pill bottle.
• The taste of unflavored aspirin, acetaminophen, and caffeine is unpleasant, but most consumers are used to it.
• Goody’s is very popular and does a significant portion of its business at convenience stores and gas stations.

PRE-PRODUCTION NOTE: This project includes a Pre-Production Phase (What is a Pre-Production Phase?), which means you will be required to submit certain items for Approval before moving onto the Video Phase. These items are:

• SCRIPT  – You must submit a full script with any action, on-screen text, dialogue, and voiceover that will be included in your Video. The brand may provide feedback on your Script and ask you to submit a new version. There may be multiple rounds of feedback until a Script is approved by the brand.
• STORYBOARD – You must submit a storyboard that reflects your approach to the Video, and includes the entirety of your script. The brand may provide feedback on your storyboard and ask you to submit a new version of the storyboard.
• HEADSHOT  – 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.
• LOCATION - You must submit multiple images of your primary filming locations. The brand may provide feedback on your location and ask you to submit additional photos or to find a new location and submit images for that.
• WARDROBE – You will need to submit descriptions and/or pictures of your cast’s wardrobe. You must submit at least two wardrobe options per role. If the brand does not approve either of your options for a role, you may be asked to submit two new wardrobe options.

IMPORTANT: 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, there is a chance you will need to reshoot (at your own expense) so please don’t jump the gun.

If you’re selected as a Pitch Winner, a Tongal producer will email you to help walk you through the Pre-Production and Approvals process.

NOTE: The 30-second, 15-second cut-down, and 5 still images are due at the close of the Video Phase.  Please upload them as separate submissions when submitting your Videos.

--Key Marketing Message: 

• Goody's does everything fast, and Goody’s fast pain relief allows you to live life to the fullest.

--Messaging Hierarchy & Reasons to Believe: 

• Your Video should prioritize messaging in this order:
  • Goody’s – to generate awareness of the brand name
  • Goody's does everything fast! – the big idea behind the campaign.
  • The implied speed of powder – a key takeway
  • The unique dual-action powder formula
• Key approved claims that can be used (but are not required):
  • “The speed of powder"
  • “Unique dual-action powder formula”
• For consumers, the reasons to believe in Goody’s are:
  • The Ingredients: Goody’s contains a combination of the powerful pain relieving ingredients
  • Form: Powders are perceived to work faster

--Target Audience:

• Primary Target: Consumers in the Southern United States, aged 25 to 39, who live a fun, active life, and don’t want pain to slow them down. They work hard, but they definitely also like to play hard, because they’re adventure seekers and independent minded people. They might even be considered a bit rebellious because they want to live life on their own terms. Generally, they’re:
  • 25 to 39 years old
  • A 50/50 split, male and female
  • Low to middle income
  • With some college education
  • They are mostly aware of powders (although maybe not Goody’s) but haven’t tried yet because they’re unclear about the benefits of powders.

--Executional Mandatories:

• Your video must include the Tagline “There’s fast… then there’s Goody’s Fast.”
• You CANNOT use the terms “fastest” or “faster,” and should NOT make any comparative claims about speed by referencing other pain relief methods or competitors.
• You CANNOT make reference to hangovers. When in doubt, you can check out some of the label warnings here.
• Your video CANNOT include show anyone actually taking the product, but if you refer to someone taking the product, you should know that it must be taken with liquid.
• Your Video must include the Logo.

--Tone: Bold, fun, active, but importantly also authentic to its target audience. 

 

--Exposure: These Videos are intended for use as pre-roll on digital channels like YouTube, and on social channels like Facebook, as well as on the brand’s website.

 

--Facebook Best Practices:

• The first few seconds are the most important so consider leading with a hook, or telling your story in a non-linear manner. The introduction to the video is critical, and slow builds do not work in the Facebook platform. You might also consider using a "Trailer" approach with 2-3 lines of copy up front to frame/present the video.
• Storytelling needs to be driven by visuals so you should be able to convey the important parts of the story without relying on sound at all. Tell visually engaging stories, and try to give your video a constant rhythm. Use text graphics, new frames, characters and settings to move the story forward. It is recommended that something visually happens every 3-5 seconds.
• Shoot your Video with a 1:1 square aspect ratio in mind. Don’t put yourself in a position where you’re cropping out important visuals in post-production because you shot in 16:9 or widescreen. Embrace the format.
• Review your edits on a mobile device.

--Product: Will be provided by the brand.

This Project will be worth a total of $17,000 and consists of five Phases: an Idea Phase, Pitch Phase, a Pre-Production Phase, a Video Phase, and a Revisions Phase. Be sure to read the following information carefully as well as the Official Rules.

 

PHASE 1: IDEA – Tell us your Idea for BC Powder 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 TWO (2) winning Idea creators will each receive $250. There are no residuals on this project.

 

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.
• Treatment (REQUIRED): A detailed narrative description of what’s going to happen in the video.
• 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.
• 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 single 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. Additionally, upon submitting a Video that satisfies the criteria laid out in your winning Pitch, the Pitch winner will also be GUARANTEED an additional $8,500. 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: PRE-PRODUCTION – The Pitch Winner from the Pitch Phase will enter the Pre-Production Phase (What is a Pre-Production Phase?), which means you will be required to submit certain items for Approval before moving onto the Video Phase. These items are:

• SCRIPT  – You must submit a full script with any action, on-screen text, dialogue, and voiceover that will be included in your Video. The brand may provide feedback on your Script and ask you to submit a new version. There may be multiple rounds of feedback until a Script is approved by the brand.
• STORYBOARD – You must submit a storyboard that reflects your approach to the Video, and includes the entirety of your script. The brand may provide feedback on your storyboard and ask you to submit a new version of the storyboard.
• HEADSHOT  – 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.
• LOCATION - You must submit multiple images of your primary filming locations. The brand may provide feedback on your location and ask you to submit additional photos or to find a new location and submit images for that.
• WARDROBE – You will need to submit descriptions and/or pictures of your cast’s wardrobe. You must submit at least two wardrobe options per role. If the brand does not approve either of your options for a role, you may be asked to submit two new wardrobe 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, there is a chance you will need to reshoot (at your own expense) so please don’t jump the gun.

 

PHASE 4: VIDEO – Once the Pre-Production Phase is complete, the Pitch Winner will create a 30-second Video, along with a 15-second cut-down optimized for Facebook, as well as five (5) Still Photos, based upon their winning Pitch.

NOTE: The 30-second video,15-second cut-down, and five (5) Still Photos are all due at the close of the Video Phase. Please upload them as separate videos when submitting your Videos.

--Video Phase Payout: The Winner of the Video Phase will earn $8,500. There are no residuals on this project.

 

--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 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.

PHASE 5: 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. Once the Videos are finalized, the Sponsor will rank the Videos and winners will be announced.

1. The Videos 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. Limit 5 submissions per member, per Phase.

 

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

10. In the event that fewer than 50 Pitches are received, the Sponsor reserves the right to repost the contest for up to fourteen (14) days at their discretion.

11. 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.

12. 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.

13. 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.

14. 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.