What is the first thing you think of when you hear “handsome?” The way a man looks? The way he carries himself or acts? His confidence? Or is it something more intangible?
Not long ago, men who spent too much time at the mirror were criticized for vanity, or labeled as self-obsessed. But today, most men understand that there’s nothing wrong with putting your best face forward. Looking your best is powerful. Power allows you to stand out, to command attention, and have an edge over your peers. Looking your best doesn’t make you less of a man. It gives you more of what you want.
LAB SERIES understands that you can’t always put a finger on all the components that make a man handsome, but the most important part is knowing you have the tools you need to look your best. For more than 25 years, LAB SERIES has used modern technology, advanced ingredients and the latest research on men’s skin, as well as their physiological and lifestyle needs to develop products with proven results for men only. A recognized leader in men’s skincare, the brand arms men with the tools they need for their best, most healthy, handsome skin.
Now LAB SERIES is turning to Tongal to bring their new campaign “The Power of Handsome” to life. Submit your Ideas, Pitches, and Videos on how LAB SERIES can let men all over the world know that they are the destination for High Tech, High Performance skincare that will help you unlock The Power of Handsome in a fresh, clever, and creative way.
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What is the first thing you think of when you hear “handsome?” The way a man looks? The way he carries himself or acts? His confidence? Or is it something more intangible? Despite past misconceptions about vanity, most men understand that there’s nothing wrong with putting your best face forward. Looking your best is powerful.
LAB SERIES needs Videos to bring their campaign “The Power of Handsome” to life. Your Videos should
- express that LAB SERIES is the destination for High Tech, High Performance skincare.
- tell men everywhere that LAB SERIES can help you unlock The Power of Handsome.
- be fresh, clever and creative (never crass or juvenile).
The goal of this project is to create 30-second Videos (with 15-second cut-downs) that bring “The Power of Handsome” campaign to life. What is The Power of Handsome to you? What makes a “handsome” person, beyond just their appearance? While your Video should communicate the unparalleled performance of LAB SERIES products, more importantly, it should inject the brand with personality and perspective. Your video should feel fresh, clever and creative.
NOTE: The 30-second video and the 15-second cut-down are BOTH due at the close of the Video Phase. Please upload them as separate videos when submitting your Videos. ALL SUBMISSIONS MUST CONTAIN a social pack with a behind-the-scenes video AND still images from set. In the round of revisions following the close of the Video Phase, filmmakers may be required to translate their videos into Korean and share a version with subtitles.
--Key Marketing Messages:
--Target Audience: LAB SERIES is a US brand that is incredibly popular in Korea. Your Video should appeal to both the American and Korean male consumer, but also should not alienate female consumers with crass or juvenile humor.
That said, keep in mind that the brand is rooted in western heritage (NY, USA, Worldly American). Talent and tone should feel American. Your Video should attract a younger, millennial audience who are more digitally engaged, and who expect to identify with the brand itself, not just the high performance of the product. Don’t alienate the current, older consumer with too tech-y or juvenile a focus.
--Executional Mandatories:
--Tone: The videos should elevate the brand and communicate that it is prestige skincare, while also not being too cold or unapproachable. The videos should feel relatable.
LAB SERIES IS: LAB SERIES IS NOT:
High Tech Traditional, retro, stuffy
High Performance Standard
Innovative “Me Too”
Authoritative Just Buddies
Confident Earnest
Edgy Blending in with the pack
A Wink of Humor Gaudy or rude
Sophisticated Rudimentary
Prestige Commonplace
Active/Healthy Complacent
Sports Enthusiast “Joe Sports Fan”
Worldly American Euro Fancy
--Exposure: Intended for LAB SERIES’ website and social channels. If you hit it out of the park, these may wind up in LAB SERIES’ store-front video displays, or even in a digital ad buy!
--Product: Product will be made available to Pitch winners.
This Project will be worth a total of $45,000 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 The Power of Handsome 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 1st place Video, you will receive $1,000, the 2nd place Video $600) – see Video Phase Payout details for more information.
PHASE 2: 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:
The 2 most compelling Pitches will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will each receive $6,000 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 $12,000, 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 2 winners from the Pitch Phase will each create a 30-second Video with a 15-second cut-down based upon their winning Pitch.
NOTE: The 30-second video and the 15-second cut-down are BOTH due at the close of the Video Phase. Please upload them as separate videos when submitting your Videos. ALL SUBMISSIONS MUST CONTAIN a social pack with a behind-the-scenes video AND still images from set. In the round of revisions following the close of the Video Phase, filmmakers may be required to translate their videos into Korean and share a version with subtitles.
The Judges will score 2 winning Videos submitted by Pitch winners to determine the standings for the Video Phase. Remember, the 2 Pitch winners will receive prizes.
--Video Phase Payout: Winners of the Video Phase will earn the following prizes: 1st place $20,000 and 2nd place $12,000 (less any 5% one-time residual payments paid to the Idea winners, as applicable).
--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. 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 $1,000 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 30 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 the English language or subtitled.
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.