Have you been inspired by those heartwarming, touching IAMS TV commercials? The never ending patience that Duke has for Gwen while being dressed up in “Pretty Tough Dog," or the lasting faithfulness that Rocky has for Dawn as he waits for her to return home from serving abroad in “Welcome Home." Then there's Danny & Felix, who always seem to enjoy the music together in "Groupie" (no matter how bad the sounds may be).
Well, now it’s your turn to help IAMS by sharing your real stories. IAMS is celebrating the unconditional love that you have for your dog or cat by turning YOUR STORIES into “Love Tails”– memorable, shareable videos that capture the strong, loving bonds between pet owners and their pets.
The winning videos will run on IAMS social channels and the grand prize winner will be part of the next national IAMS ad campaign.
The goal of this project is to create a heartfelt video, 1-2 minutes in length (including a 30 second spot, if selected as a winner) that tells a unique, touching story of unconditional love between a pet owner and their pet. It may help to think of this as an extension of the Keep Love Strong campaign and a continuation of the “50% more animal protein” messaging pervasive throughout the ads referenced in the background section.
Most importantly, your video should focus on the theme of love and resonate with other pet owners. Viewers should want to share your video and then want to purchase more IAMS pet food to show their dog or cat how much they love them.
--Thought starters:
• How does your pet show you they love you – and how do you show them?
• Tell us a story about when you realized you and your pet loved each other unconditionally.
• What virtue of unconditional love does your pet show you? (patience, kindness, courage, etc)?
• How has Iams made a difference in your pet’s life?
• Why would you never switch from Iams?
• Why do you choose Iams over other brands?
--Key Marketing Messages:
• IAMS is inspired by and celebrates the unconditional love shared between pet and owner?
• IAMS has 50% more animal protein to keep pets’ bodies as strong as their love.
--Target Audience: Pet owners who provide their pet with IAMS -- superior nutrition, made with high-quality ingredients, to keep them healthier and happier, at a good value.
--Tone: Loving, Trusted, Playful. Your video can maintain the heartfelt, touching, tears-of-happiness tone of previous Iams spots, or you can take humorous and fun-spirited approach. There is no one right answer here.
--Exposure:
• Videos to run on IAMS Social Channels (IAMS.com, IAMS YouTube channel, Facebook.com/iams, etc.)
• One grand prize winner will be selected to be part of a National Advertising Campaign.
This project will be worth a total of $90,000 and consist of three phases, an Idea Phase, a Pitch Phase and a Video Phase. Be sure to read the following information carefully as well as the Official Rules.
PHASE 1: LOVE TAILS – Submit a picture of your cat or dog and tell us your IAMS “Love Tail” that would inspire a compelling 1-2 minute video in 500 characters or less. Love Tail creators will each receive $500, a year's supply of IAMS, and a 5% residual payment for every winning video their Story is used to generate. (That means if your winning Love Tail is the basis for the 1st place Video, you will receive $1,000, the 2nd place Video $500, the 3rd place Video $375, the 4th place Video $250, the 5th place video $200, the 6th place video $175, the 7th place – 11th video $150) – see Video Phase Payout details below.
• IMPORTANT NOTE 1 – In order for your entry to be considered in the “Love Tail” phase of this project, you must have used IAMS in the last month and provide a picture of your pet along with your 500-character Story submission.
• IMPORTANT NOTE 2 – If you submit an entry featuring a minor in the “Love Tails” Phase of this competition, you must be that minor’s parent or guardian.
• IMPORTANT NOTE 3 – Payment for a win in this phase will be contingent on your cooperation with the winning filmmaker selected to bring your Story to life.
PHASE 2: PITCH – Using text (500 characters or less), images (storyboards), video, and external links (to other supporting assets, i.e., your reel, etc.), give us your Pitch (What Is a Pitch Phase?) for how YOU would go about producing a 1-2 minute video based on one of the winning Love Tails from the previous phase. The TEN most compelling Pitches will be selected and will receive $2,000 to help create their Video. Those winners (upon submitting their Winner's Affidavit and IP Assignment) will also be GUARANTEED a winning place in the subsequent Video Phase. So, if your Pitch is selected and you submit a video during the Video Phase, you will win an additional $3,000, at a minimum, and have a chance to compete for the $20,000 first place Video prize (subject to deduction for one-time 5% residual payment). Remember your Pitch can include any, and all, of the assets mentioned above and you MUST include a link to some of your previous video work on Tongal or elsewhere to be considered for this phase. For an example of an effective pitch, check out check out Erik Beck’s winning “3 Artists & 5,000 LEGOs” Pitch. All Pitches will remain private until after the winners of the Video Phase are announced and the Project is complete.
• IMPORTANT NOTE TO PITCH SUBMITTERS - If you win in the Pitch Phase, you will be required to make your own travel arrangements to film the Story winner from the previous phase.
PHASE 3: VIDEO – The TEN winners from the Pitch Phase will create a 1-2 minute video (and a 30 second spot) video based upon their winning Pitches. All other creators are invited to enter a “Wild Card” (What Is a Wildcard?) The Judges will score all Wild Card Videos and the one (1) highest scoring Wild Card Video and the 10 winning Videos submitted by Pitch winners will be scored to determine the standings for the Video Phase. Remember, the 10 Pitch winners, along with one non-Pitch Video creator, will receive prizes. Your 30-second spot should follow the same construct as existing Keep Love Strong videos: 1) Introduction of pet, owner, the relationship; 2) Demo of Iams with 50% protein, strong body messaging; 3) Closing with pet and owner interacting.
--Video Phase Payout: Winners of the Video Phase will earn the following prizes: 1st place $20,000, 2nd place $10,000, 3rd place $7,500, 4th place $5,000, 5th place $4,000, 6th place $3,500, 7th place $3,000, 8th place $3,000, 9th place $3,000 10th place $3,000 and 11th place is $3,000 (less any 5% one-time residual payments paid to Idea winners, as applicable).
--Music: Tongal has partnered with Audiosocket, a boutique music licensing and technology company representing more than 2,400 emerging bands, composers and record labels. This is not "stock" music. It is an inventory of more than 40,000 original, culturally relevant songs and music that have been compiled into a premium roster. Audiosocket's music will be available to Tongal members at no charge solely for their incorporation into Tongal members' submissions to this Project. Tongal members are encouraged to browse the Audiosocket roster, available by clicking on the "Audiosocket" button on the right hand side of this page. If you are interested in using a track from the Audiosocket roster, as described above, just add the track(s) you want to use to your cart using the "+cart" button, then click the "checkout" button. Enter the Tongal project name and click the "purchase and download" button to acquire the track for free ($0.00). Lastly, click the "download track" button, which will initiate the music file download. You may only use THREE Audiosocket tracks maximum as part of your video submission.
1. The Video MUST not exceed 2 minutes in length. Preferred format 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.
2. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material, including any props used in the video. 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, 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. In order for your entry to be considered in the “Love Tail” phase of this project, you must have used IAMS in the last month and provide a picture of your pet along with your 500 character Story submission.
5. If a pet owner submits an entry featuring a minor in the “Love Tails” Phase of this competition, they must be that minor’s parent or guardian.
6. Videos must contain the IAMS 50% More Animal Protein Demo with messaging.
7. Video producer is responsible for inviting a member of the Humane Association to attend the shoot.
8. Videos should avoid any mention of Procter & Gamble.
9. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of IAMS.
10. Submissions must not portray IAMS in a negative way, the determination of which will solely reside with IAMS.
11. Videos must be in the English language or subtitled.
12. Limit 5 submission(s) per member, per phase.
13. You must be at least thirteen (13) years or older to enter.
14. Minimum 50 Pitches, or the contest may repost for fourteen (14) days at the sponsor's discretion.
15. Sponsor will be entitled to one reasonable round of 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.
16. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, winning video creators MUST also provide Talent, Location, and Music Releases for all assets appearing in the video as well as the project files, editing sequence and an uncompressed quicktime .mov file in either Animation or ProRes 422 codecs at either 1920x1080 or 1280x720 to claim their prize.
17. BY SUBMITTING A VIDEO ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES SOLELY THE PROPERTY OF TONGAL – 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 WEB SITE 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.
18. As conditions to your participation in this Project, by submitting an entry in any phase of this Project, you acknowledge that (a) your video submission, even if it is determined to be the grand prize winner, may not necessarily be utilized as part of a national ad campaign, and (b) neither Tongal, nor Sponsor, shall have any liability to you in connection with this Project, and agree to indemnify and hold each of Tongal and Sponsor harmless from and against any and all damages, liabilities, fees (including attorneys’ fees) and expenses incurred by either of them which arise out of or relate to the actual infringement (as determined by a court of competent jurisdiction) of any person’s or entity’s rights relating to or arising from your Submission to Tongal in connection with this Project. You further agree that neither Tongal nor sponsor shall have any liability whatsoever to you or your affiliates in the event that Sponsor elects not utilize the winning content as part of a national ad campaign.
19. 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.