Hair color has a major transformational power for a woman – it transforms her emotionally and physically. Koleston  is a home hair colorant brand that aims to inspire and celebrate women in their transformations to regain their sensuality.

 

In a Saudi Arabian wedding, women are separated from men during the celebrations, allowing women to attend the event uncovered. It is a special occasion that young women look forward to as a chance to be seen without abayas by friends and most importantly the potential mother in laws looking out for a match for their sons.

 

With wedding season right around the corner, Koleston wants your help to produce an authentic story of a Saudi woman who is at an important tipping point in her life, in need of an inner and outer transformation. The wedding she'll be attending is her chance to let her confidence shine, and potentially catch the eye of a mother in the look out for her sons' counterpart and future wife.

 

Your Video should show this beautiful brunette Saudi woman (age 25-35) before her hair color transformation, telling her story as the wedding approaches and conveying her emotions, explaining why she needs a transformation and why she trusts Koleston to do it. We'll also need to see her after her hair color transformation is complete, potentially in a moment of celebration with relatives/friends, in the context of a wedding! Your Video should connect with the viewer, and inspire her to color her hair as well. 

 

Koleston has already been helping women experience this transformation and unleash their sensuality at an important tipping point in their lives. For inspiration, you can watch Paulina Rubio’s transformation story (included in the Assets Tab of this project, at the bottom).

 

* Important Note: this "Saudi Woman" can be an actor, however she should be from Saudi and her story should feel authentic. 

The Sponsor also requests that this Video be filmed in the Middle East,  and by a filmmaker who understands the cultural

relevancy and nuances of Saudi Arabian culture and Saudi weddings. *

 

 

 

 

 

 

 

The goal of this project is to create a 60 - 90 second Video that inpires Saudi women (ages 25-35)  to color their hair for the first time with Koleston to feel confident in time for wedding season.

 

IMPORTANT NOTES:  

• Your Video must look and feel authentic, but it can feature a Saudi actress. However, if you do know a Saudi woman with natural brunette hair who wants to share her own wedding season story - even better!
• The Sponsor would prefer the Video be shot in the Middle East, and that it has some external location context to make the Video feel authentic to Saudi Arabia and the Saudi audience. Your visual cues should also lend themselves to wedding season, and preparation for the wedding. 
• Your Video must show the before-AND-after transformation of this Saudi woman coloring her hair with Koleston, ideally from natural brunette to blonde.

 

IN YOUR PITCH:

• You must include headshots of your top choices.
• You should demonstrate an understanding of Saudi Arabian cultural nuances and how you will naturally integrate those into your emotional storytelling. 

 

--Insight:  “I’m excited about the wedding season! I want to look my best to be noticed.”

 

--Background about Saudi weddings: In a Saudi Arabian wedding, women are separated from men during the celebrations, allowing women to attend the event uncovered. It is a special occasion that young women look forwad to as a chance to be seen without abayas by friends and most importantly the potential mother in laws in the look out for a match for their sons.

 

--Target Audience:

Saudi Arabian women, 25-35 years old, who are in need of a change and are considering coloring their hair for the first time. 

--Key Marketing Messages:

Koleston intense water-resistant color transforms you from within to unleash your sensuality. #TimeForAChange

 

--Executional Mandatories:

• Format should be a testimonial with hair color transformation
• Use #TimeForAChange as tagline
• The woman should go through a noticeable color transformation from Natural Brunette to blonde
• Must showcase the product (Koleston cream kit, Sponsor will provide product to Pitch winner)
• Must use wedding visual cues
• The Sponsor requests that the Video be filmed in the Middle East region
• Have a modern look & feel with Koleston assets (see under the ASSETS TAB)

 

--Hair Mandatories: (SEE Visual Reference included under the ASSETS TAB)

DOs: Healthy, full, shiny, long hair, high quality, full of life, in movement. Intense shiny colors.

DON'Ts: Unnatural colors (pink, blues), dry/damaged, stringy/greasy, short, static, overdone.

 

--Tone: Sensual, Feminine, Confident (SEE Visual Reference included under the ASSETS TAB)

What sensuality is:

• Expressive, graceful body laguage
• Living sensually -- connected
• Feminine, alluring

What sensuality is NOT:

• Passive, posed, exposed, vulnerable
• Waiting & competing for the man/validation
• Sexuality= Sex/Sexualized imagery/lots of skin

 

--Brand Superiority & Assets: (Review Visual Reference included in the Assets tab)

1. Intense Color: Koleston color penetrates the hair with millions of pigments, delivering an intense color
2. Water-resistant color: While most hair color fades quickly because of water (think washing hair, swimming), Koleston has a superior technology that helps lock color in and keep water out, making the color last longer 

 

--Exposure:  Intended for use on Koleston digital and social channels. 

 

 

 

 

This Project will be worth a total of $25,000 and consists of 2 Phases: a Pitch Phase and a Video Phase. Be sure to read the following information carefully as well as the Official Rules.

 

PHASE 1: 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.
• Headshots/Casting Boards (REQUIRED): Talent headshots will be crucial in selecting Pitch winner. Include various shots of the actors' natural brunette hair.
• Script (Optional): 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.
• 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 one (1) most compelling Pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will each receive $10,000 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 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 $10,000 video prize. 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 2: VIDEO – The winner from the Pitch Phase will create a 60-90 second Video based upon their winning Pitch. 

 

--Video Phase Payout: Winners of the Video Phase will earn the following prize: $15,000

 

--Music:  Tongal has partnered with three premiere music providers: Audioblocks, 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.  

 

--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 $500 in bonus cash just for telling all of your talented friends about this Project! Check out more about our Referral Program in FAQ.