ABOUT DONORS CHOOSE: DonorsChoose.org grew out of a Bronx high school where teachers experienced first-hand the scarcity of learning materials in our public schools. Charles Best, then a social studies teacher, sensed that many people would like to help distressed public schools, but were frustrated by a lack of influence over their donations. He then created DonorsChoose.org in 2000 so that individuals could connect directly with classrooms in need. Public school teachers from every corner of America post classroom project requests for funding on DonorsChoose.org, and just like on Kickstarter, people can browse project requests and give any amount of money to the project of their choosing. Once a project reaches its funding goal, materials are delivered to the school. 

 

REFERENCE LINKS FOR INSPIRATION OR TONE: 

• Brand Assets Folder
• Kleenex Brand Guidelines
• Partnership Overview
• Kleenex Ultra Soft PDP Video
• Being a Teacher in 2023 (DonorsChoose article)

Kleenex® has been people's go-to facial tissue since the 1920's, and they've transformed the tissue's place in our world: from something used episodically - like when you have the flu - to being a relevant, every day item for families. In fact, during the back-to-school season, families actually list facial tissues as the second most frequently needed back-to-school item. The Kleenex^® connection to schools extends beyond facial tissues though: for the past 4 years, they've partnered with DonorsChoose, a non-profit that enables anyone to connect with and provide financial support to distressed schools and classrooms around the country. During every back-to-school season, Kleenex teams up with DonorsChoose, donating a portion of every Kleenex® purchased. To date Kleenex^® has donated over $4 million dollars to help support under-funded classrooms in low-income communities because every child should have the chance to thrive.

Now Kleenex^® and DonorsChoose need your help to spread the word with an educational and inspirational video that highlights the partnership and their mission, overall impact, while also educating people on how DonorsChoose works, and sharing some key details to motivate consumers to get involved. We are looking for a skilled filmmaker to help tell this story and present important information and statistics in an inspiring and eye opening way. We're open to different creative approaches - from animated explainer videos to staged live action shoots or real teacher interviews. Some testimonials from teachers who have used DonorsChoose will also be provided for you to use in your video, along with current social assets from their partnership, and a range of other live campaign material, and that might help you decide how best to approach production. You can find some of these assets to aid in your pitch in the Brand Assets folder in the Background section. Both on-screen dialogue and VO are appropriate, and we'd expect some form of motion graphics or text to help communicate some of the data points. When showing Kleenex^® products throughout the video please be sure to use Kleenex^® Ultra Soft as the product variant shown.

One key goal is to communicate that teachers shouldn't have to spend any of their own money on essential items for students, because, on average, teachers spent $687 out-of-pocket stocking their classroom during the 2022-2023 school year. You can check out a DonorsChoose article in the Background section for more info on that. 

There will be one main video as well as two cutdowns with each video being made in 3 aspect ratios. The :30 cutdown will aim to capture some of the emotion and inspirational aspects of the main spot while the :06 cutdown should focus more on a call-to-action prompting viewers to explore the Kleenex & DonorsChoose partnership efforts. While the cutdowns can be created with direct pulls from the main hero video, some thought should be put into how the 9x16 and 1x1 versions can be optimized; as they should not simply be a center-cut reframing. For any questions or other project updates, check out the Project Forum.

 

DELIVERABLES: There are 9 total video assets.

• One :60 Hero video (16x9, 9x16, 1x1)
• One :15 cutdown (16x9, 9x16, 1x1)
• One :06 cutdown (16x9, 9x16, 1x1)

 

TIMELINE: HERE

 

EXPOSURE: We anticipate content will be used on the platforms listed below, but if casting talent, please be sure your talent reviews the required Talent Release, 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 page.

• YouTube, IG/FB, TikTok,
• Sponsor's social channels
• Internal Use for current Kleenex® employees
• Product Display Pages

 

TARGET AUDIENCE:

• Millennial Moms/Dads.

 

TONE: Educational, Inspirational, Informative, Embracing Vulnerability

 

EXECUTIONAL MANDATORIES: 

• If casting on-screen talent is needed, casting MUST mirror underrepresented communities/schools that benefit from DonorsChoose support.
• When showing Kleenex^® products in the video it MUST be the Ultra Soft variant (as an image, a render, or product shot with VO).
• Generally, avoid using imagery or situations where there is a lot of mess - where it's unrealistic that someone might use a Kleenex tissue. Any mess featured in the videos must be able to be cleaned up with one tissue. 
• Generally, avoid any depiction of Kleenex^® being used for sad moments or crying.
• The video must follow the brand guidelines and maintain the look and feel of the brand.
• Kleenex is used as a general term for tissues, so you must include trademarking (i.e. Kleenex®) anytime we see the word "Kleenex." 

 

By participating in this project, creators acknowledge that the Sponsor is under no obligation to greenlight a submission. Though most projects on our platform do move forward, we will 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 the project team.

In order to be considered for this project, you must include the below materials in your pitch submission. For examples of effective pitches, check out this gallery.

 

• TEXT (REQUIRED): Up to 500 characters synopsizing how you plan to approach and produce the content listed out 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, both in terms of what we can expect to see, and how you’ll make it. If it's helpful to you, we've provided a treatment template, which you can find here.
  
  
• 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 (Optional): This should include dialogue from the video you intend to create.
  
  
• PITCH VIDEO (Optional): This is your opportunity to be face-to-face with the Sponsor and show them 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. For some examples of effective Pitch videos, check out this gallery. All Pitches will remain private until after the Sponsor gives creator(s) the green light to move forward.

• 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. 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.
   
   
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 filmmaker.
   
   
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.