TOPICS, KEY MESSAGING, AND HELPFUL REFERENCE VIDESO FOR INSPIRATION/TONE:

• cashRewards and cashRewards Plus
  • This should center on how the cashRewards credit cards earn up to 2% cash back on every $1 of eligible purchases. 
  • This video should be related to holiday spending, planning trips to escape the winter, starting fresh (not mentioning new year specifically), and using the cash back toward your personal goals. 
  • This should be a live action concept and explicitly say cashRewards cards earn up to 2% cash back in the script.
  • Spot me Bro! is a good recent example, and shows how Navy Federal is looking for this to be covered as a live action skit style video.
    
    
• Membership/Eligibility 
  • These videos should focus on the idea of eligibility through family ties and being able to share your membership with your family, positioning this within a holiday or winter environment. 
  • Executions could lean into the idea of eligibility, giving the gift of exceptional member-service, competitive rates, and exclusive member benefits.
  • Pass It On is a good recent example of how they've addressed this topic.
    
    
• Fraud - Tech Support Scammers
  • Scammers impersonate well-known companies to get you to trust them and call them. If you click on a link or call a phone number in a pop-up warning, they might say your device is infected (which is a lie). Then they’ll try to sell you a “solution” (which is a scam) and ask you to pay for a bogus tech support service. They may ask you to open some files or run a scan on your computer — and then tell you those files or the scan results show a problem… but there isn’t one. 
  • Given the holidays and the new year are a time when people upgrade their devices, this is especially relevant to this timing. It's also a time when people are spending way outside their usual patterns and possibly using sketchy online checkouts. To get exactly the right gift, you might put your credit card info on a site that makes you nervous. If someone does get your CC info, with all the erratic spending at the holidays, it might not raise any flags. 
  •  Phisherman is a good recent example, and Navy Federal is looking to find a way to make your video winter themed like how this reference was summer themed.

*This project must film within the United States.*

In a time when every dollar counts, Navy Federal Credit Union is helping members make smart money moves with low fees, great rates, and a full lineup of financial services. As the nation’s largest credit union, they proudly serve the military community with accessible banking, financial education, and top-notch support. For the upcoming holiday and winter season, Navy Federal is looking to create some clever content that hits their members - and eligible potential members - right in the feels, while also inspiring them to learn more about the services Navy Federal offers. 

The goal of this project is to create a suite of 6 social-savvy :15 videos that can speak to both Navy Federal's current members as well as new prospective members. To do this, Navy Federal wants 3 different fun, relatable, maybe slightly offbeat, and bite-sized social-first video concepts that can lean into the holiday or winter season theme, while still being flexible enough to be repurposed as evergreen content. The expectation is that the underlying approach that you take to those 3 videos should be able to drive the alternate evergreen versions with a just few tactical changes, like using alternate dialogue, a little change in set dressing or wardrobe, or some new on-screen text. We'd expect each video to retain the same format, setups and messaging, but to strip away specific holiday elements so that they can continue to be used once the winter season has passed. Having said all that, if you feel that you can execute 6 totally unique concepts, both creatively and from a budgetary standpoint, Navy Federal is open to it.

Messaging will be key here, and there are three specific topics that Navy Federal wants these videos to cover. Those topics are below, but you'll find an overview of the important information that we'll need to touch upon in the the Background, along with some other key messaging points and video references. Ultimately it will be up to you to distill everything down, and craft it into a cohesive script. These are primarily brand-awareness pieces, so while the tone can be light-hearted and humorous we still want the main focus to be the brand. 

• cashRewards & cashRewards Plus credit cards
• Membership/Eligibility
• Fraud/Scamming attempts and protection

In terms of the creative format and approach, Navy Federal is primarily looking for live-action videos, and you must use live action for the cashRewards & cashRewards Plus video, but they're open to other formats for the other videos, if you wanted to change it up, and go with a completely different medium, like stop motion, motion graphics, miniatures, 2D animation, etc. Regardless of the execution, some thought should be given to just how you are going to communicate the overarching message, which could be through voiceover, direct-to-camera dialogue, or even dialogue between talent. Knowing that the brand is looking for particularly savvy social content, "live-action" can include everything from selfie-style content to green-screen explainer formats with real talent and key visuals, or even more social-specific approaches like Vlogs, testimonials, skits, or some other recent trend as long as it fits, and makes sense, within the specific theme for that video. This is a chance to have fun - think gift giving for the Membership/Eligibility video or a movie inspired execution where the payoff is learning that you don't need to booby trap your home for protection against scammers when you have Navy Federal's 24/7 Fraud monitoring - as long as the messaging and tone are still explicitly Navy Federal. 

In terms of execution, this can either be smartphone-shot content with more limited lighting and production design, or it can be (a little) more polished and professional. It is not necessary for you to have a large team or extensive production capacities to execute this project. As previously mentioned at their heart, these videos are brand awareness pieces that will prompt viewers to visit Navy Federal's website. The messaging to check out the Navy Federal website will be handled in the post copy so there's no need to include that CTA in the videos themselves. They're not looking for overly elaborate "commercial" executions and the brand is most interested in having these videos feel native to social platforms. They do not want these videos to come off as generic, obvious advertisements.

In terms of the seasonal element, this is all about a thematic connection, so we'd obviously want to avoid anything that hinges on Santa Claus, for example, but how you make that connection is up to you. It could be very explicit, albeit without naming any particular secular or non-secular holiday, or it could be looser and more metaphorical, leaning into the overall vibe of the winter season. Not every video needs to take the exact same approach, so you have a lot of flexibility and latitude, as long the creative approach helps drive the messaging. 

Captions (burned-in, per provided style guide) are required for all spoken content, so please plan your visuals accordingly keeping in mind safe zone placement on social channels, specifically adhering to Reels safe zones. Each video will be delivered in 9x16 and 1x1 so please plan your shoots keeping in mind both the vertical and square formats. 

For any questions or other project updates, check out the Project Forum.

FOR YOUR PITCH: Your pitch treatment should include at least one approach, both winter/holiday & its alternate take, to one of the three topics. We want to know how you would execute the video(s), making it feel bespoke to the specific topic and theming while still fitting into Navy Federal's style/voice. Navy Federal will then work with the greenlit filmmaker to hone the creative approach. Feel free to include links to any existing TikTok videos (they don't have to be your own) that represent the style you'd be aiming for, if applicable.

DELIVERABLES: There are 12 total video assets.

• Three Main :15 paid social videos (9x16, 1x1)
• Three Alt. :15 paid social videos (9x16, 1x1)

EXPECTED TIMELINE: HERE

RELEVANT ASSETS: HERE

EXPOSURE: We expect content will be used on the platforms below, but if casting talent, be sure they review our required Talent Release before they're cast, as it is NOT limited to these platforms. You should also review our Music providers in the Project Requirements, as well as the platform best practices.

• Instagram Reels/In-Feed
• Facebook Reels/In-Feed
• TikTok
• YouTube Shorts

TARGET AUDIENCE:

• Gen Z
• Early Career Active Duty (ECAD)
• Early Career Veterans
• Financial Novices 
• Millennials

TONE/FEEL: Engaging, informational, entertaining, relatable, clever, fun, lighthearted.

EXECUTIONAL MANDATORIES: 

• If the videos have VO or any spoken dialogue, captions must be burned into the footage.
• If using talent (VO or on-screen), they cannot have current or recent ties to competitors (e.g. USAA, PenFed).
• The videos cannot feature any violence or weapons.
• The videos cannot include any political content.
• The videos must not contain any specific religion, holiday, or ideology as its theme.
• All videos will need the disclaimer "Insured by NCUA" at the end of the videos. Additional disclaimers may be provided reliant on compliance and legal review. 
• When saying brand name, first instance should be “Navy Federal Credit Union” after that it can be “Navy Federal.” You cannot refer to the brand as NFCU or Navy Fed.
• Your videos must feature the brand logo in the upper right, or upper left, corner of the screen throughout excluding any end cards used. 
• For props, wardrobe, and visuals you must pull from brand colors, military green & tan colors, and other military cues. Must avoid using the color red in the videos.
• When showing people, they cannot wear clothing with team logos, product logos, retailer logos, slogans, or other messages visible.
• If showing service members in uniform all ranks, insignias, name patches have to be blurred and must adhere to all uniform regulations.
• A non-numbered Navy Federal Credit Union card can be used in the videos, if needed.
• If a Navy Federal Credit Union card is shown, the American Express logo must be visible, and not obstructed in any way.

By participating in this project, creators acknowledge that the Sponsor is under no obligation to greenlight a submission. Though most projects do move forward, we'll notify you in the event the Sponsor decides not to fund any submissions via the Project Forum. Regardless of the result, all submissions will be reviewed and evaluated by the Sponsor and project team.

In order to be considered, include the below materials in your submission. For examples of effective pitches, check out this gallery. All Pitches remain private, even after a Pitch is selected, and Tongal strives to have Pitch selections made by the end of the Evaluation period, but additional time may be required by the Sponsor, depending on any number of factors. Unless specifically requested, there's no need to include a budget with your submission.

• TEXT (REQUIRED): Up to 500 characters synopsizing how you plan to approach and produce the content listed in the Deliverables.
  
  
• TREATMENT (REQUIRED): A more detailed and specific description of how you propose to execute all of the content listed out in the Deliverables. Explain what we can expect to see, and how you'll make it. If it's helpful, we've provided a treatment template HERE.
  
  
• LINKS (REQUIRED): To your previous video work. Please specify your role (producer, director, editor, artist, etc.) but 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 what you're capable of. Consider a video in which you tell the Sponsor what they can expect, or consider test videos, proof-of-concept edits, animatics, etc. For examples of effective Pitch videos, check out this gallery.
  
  
• APPRENTICESHIP ADVISOR (Optional): The Tongal On-Set Apprenticeship Program is an opportunity to support new & emerging talent in production positions with hands-on on-set experience. Please indicate on the pitch submission form if you would be interested in overseeing an apprentice on your production; your answer will neither increase nor decrease the likelihood of your pitch being greenlit.The Tongal On-Set Apprenticeship Program is an opportunity to support new & emerging talent in production positions with hands-on on-set experience. Please indicate on the pitch submission form if you would be interested in overseeing an apprentice on your production; your answer will neither increase nor decrease the likelihood of your pitch being greenlit. Tongal will cover the apprentice's day rate outside of your project budget, and if you are matched with an apprentice, your Tongal producer will reach out with more information. To learn more about the On-Set Apprenticeship Program and the responsibilities of an advisor, please click HERE.

1. 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. Tongal also reserves the right to request all raw files associated with the project.
   
   
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. 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.
   
   
5. Preferred format for upload to the Tongal website is HD 720p and formatted for the aspect ratios listed in the Deliverables (e.g. 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.
   
   
6. 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.
   
   
7. 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.
   
   
8. 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 creator.
   
   
9. Videos must be in the English language or subtitled.
   
   
10. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor, nor can Submissions contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
    
    
11. You must be at least thirteen (13) years or older to enter.
    
    
12. The Sponsor reserves the right to repost the contest.
    
    
13. 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.