Believe it or not, breath mints are fairly new to South Korea. Mint candies there are usually marketed as products for sore throats. But all that’s about to change because Ice Breakers Mints are now available in South Korea!

 

Ice Breakers wants to show South Koreans why their breath mints are an essential part of their everyday carry. And when are they more essential than when preparing for your date and that moment right before a big kiss?

 

So tell us your Ideas to introduce South Korea to the cool power of Ice Breakers Mints and show why they’re the perfect thing to have on hand in case of the perfect kiss.

 

 

The goal of this project is to create a fun and romantic 30 to 60 second Video (with 15 second cut-down) to introduce South Korea to Ice Breakers Mints and show why they’re the perfect way to prepare for those perfect “kissing moments”. Don’t show the actual kiss, just the moments leading up to it.

 

Also, Ice Breakers is open to Live Action, Animation, Mixed Media, you name it… any way you can maximize your creativity.

 

Important Note: This Video is for the South Korean market. However videos can be in either English or Korean. Ideas must be submitted in English.

 

Note to Pitch Submitters: You must submit a script of your proposed Video along with your Pitch. Pitches and scripts must be submitted in English.

 

CUTDOWN NOTE: The 30 to 60 second video and 15 second cut-down are both due at the close of the Video Phase.  Please upload them as separate videos when submitting your Videos.

  

--Key Marketing Messages:  Ice Breakers Mints. Perfect for those perfect kissing moments.

 

--Target Audience: Confident young South Korean adults ages 17-35. Singles or young couples. They are trendy, confident and always prepared.

 

--Executional Mandatories:

• Videos may be in either Korean or English.
• Don’t use the words “breath freshener” in your Video.
• Don’t show any actual kissing or sexually suggestive imagery in your Video. Just show us the moment leading up to the kiss.
• If it’s organic to the story, please show your character(s) holding the product, opening, and consuming Ice Breakers Mints. Also consider including a scene where the main character shares Ice Breakers Mints with his/her date.
• Please show one or more of the following three flavors of Ice Breakers in your Video: Peppermint, Sour Berry Splash & Strawberry, Sour Watermelon & Lemonade. Please feature Peppermint flavor as the hero product in your Video.

 

**For additional Executional Mandatories, please reference Hershey’s Integration Guidelines under the Assets Tab**

 

--Tone:  Fun, romantic, dynamic, and with a sense of humor. Social, shareable, eye-catching, and relatable to Korean millenials (ages 18-24). Not sexually suggestive.

 

--Exposure:  Intended for use on Ice Breakers’ paid and owned digital and social media channels, brand website, and YouTube channel.

 

--Product:  Sponsor will provide product samples to Pitch winners.  Please be sure to hero the Peppermint flavor in your Video. 

 

 

This Project will be worth a total of $57,000 and consists of 3 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: IDEA  – Tell us your Idea for a fun and shareable Ice Breakers Mints Video 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 winning Idea creators will receive $250 each and a 5% one-time residual payment for any winning Videos based on their Idea. (That means if your winning Idea is the basis for the 1^st place Video, you will receive $1,000, the 2^nd place Video $500 and the 3^rd place Video $250 – see Video Phase Payout details for more information.

 

PHASE 2: PITCH – 

**Note to Pitch Submitters: You must submit a SCRIPT of your proposed Video along with your Pitch. 

Pitches and Scripts must be submitted in English.**

 

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.

 

• 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 three most compelling Pitches will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will each receive $3,000 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 $5,000, 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 to eligible Idea winners). For an example of an effective Pitch, check out Erik Beck’s 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: VIDEO – The three winners from the Pitch Phase will each create 30 to 60 second Video (and a 15 second cut-down) based upon their winning Pitch.

 

NOTE: The 30 to 60 second video and 15 second cut-down 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 three winning Videos submitted by Pitch winners to determine the standings for the Video Phase.  Remember, the three Pitch winners will receive prizes.

 

--Video Phase Payout: Winners of the Video Phase will earn the following prizes: 1st place $20,000, 2nd place $10,000 and 3rd place $5,000 (less any 5% one-time residual payments paid to the Idea winners, as applicable).

 

--Music:  Tongal has partnered with three premiere music providers: Audiosocket, Killer Tracks and Epidemic Sound. Any of which can be used to source music for your Video submission to this Project. You may use up to THREE total tracks per Video submission, and they can come from any of the three providers listed above. 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.

 

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.  

 

--Referral: Any Tongal member who refers one of the winning Video creators in this Project using the Tongal “Invite Friends” functionality will receive a referral fee equal to 5% of the amount won. That’s a potential $1,250 in bonus cash just for telling all of your talented friends about this Project! Check out more about our Referral Program in FAQ.

 

 

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 either Korean or English.

 

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 50 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.