Bricktober is a special time for LEGO fans. It’s a once a year, month-long event only at Toys “R” Us with different in-store and online activations each week in the month of October designed to get kids and adults excited about LEGO toys. Bricktober offers kids and adults building events, special offers and unique ways to engage with the LEGO brand.

Working with Tongal, the LEGO Group is looking for one filmmaker to create a suite of FIVE (5) up to 2-minute videos to get kids and parents excited about Bricktober at Toys “R” Us. The videos should also address and take away the stigma that LEGO sets are too time-consuming and intimidating for kids by leveraging the LEGO Model Shop and Master Builders.

Video Breakdown:

• Videos 1 and 2 will be dependent on the event concept the LEGO Model Shop comes up with. Some ideas are building to a special theme, building the tallest/most stable tower, how to build the strongest bridge, team building, etc.
• Video 3 will be how to build the fastest car. The correlating event will have kids free-build a car and then race it down a race ramp.
• Video 4 will be around a Make and Take event, a build of Frankenstein that kids can take home with them for free. There will be a scavenger hunt for Frank in the store. The idea here is a behind-the-scenes look at how the LEGO Group creates their Make and Takes at Toys "R" Us. You will need to create two versions of this video; one more generic that Toys "R" Us can use on their YouTube Channel (not in conjunction with Bricktober); and one specific to how they came up with the Bricktober Make and Take, a mini-tour of the shop, etc. 

Please read below for more information:

• While the takeaway from the videos should be to get people excited about Bricktober and to drive traffic to Toys “R” Us stores (and online to toysrus.com), this is not a live-event coverage project.
• You may be given access to a Toys “R” Us location (if needed).
• You will be given access to the LEGO North America offices in Enfield, Connecticut and will have an opportunity to film the LEGO Master Builders in action.
• All videos must have a LEGO Model Shop component.
• The videos should just show loose bricks and not show specific products.
• This project involves a Social Pack consisting of: ONE (1) 15-second cut-down, ONE (1) 30-second cut-down, and FIVE (5) still images per video.

The goal of this project is to create a suite of FIVE (5) up to 2-minute videos to get kids and parents excited about Bricktober at Toys “R” Us. The videos should also address and take away the stigma that LEGO sets are too time-consuming and intimidating for kids by leveraging the LEGO Model Shop and Master Builders.

After viewing the videos, parents and kids should want to go into the stores for the corresponding events to play with LEGO bricks, and potentially dust off the old bricks they already own and start building again.

The videos should not be sales-oriented and should be about the engagement and getting kids to interact with LEGO bricks in a way that is different from following the instructions.

PRE-PRODUCTION NOTE: This project includes a pre-production phase (What is a Pre-Production Phase?). This means you will be required to submit certain items for approval before moving onto the video phase. The approval items for this project are:

SCRIPT  – This project requires script/ treatment approval before filmmakers move onto the video phase. The sponsor may provide feedback on your script and ask you to submit a new version. There may be multiple rounds of feedback until the sponsor approves a script.

STORYBOARD - This project requires storyboard approval before filmmakers move onto the video phase. The brand may provide feedback on your storyboard and ask you to submit a new version of the storyboard.

IMPORTANT: No filmmakers may begin shooting their videos until all approvals are completed and the video phase has officially begun. If you begin shooting your video during the pre-production phase, there is a chance you will need to reshoot (at your own expense) so please don’t jump the gun.

If you’re selected as a pitch winner, a Tongal producer will email you to help walk you through the pre-production and approvals process.

NOTE: The suite of FIVE (5) videos and Social Pack consisting of: ONE (1) 15-second cut-down, ONE (1) 30-second cut-down, and FIVE (5) still images per video are all due at the close of the video phase. Please upload them as separate videos when uploading your submissions.

--Key Marketing Messages: 

• LEGO Bricktober – celebrate only at Toys “R” Us
• Toys “R” Us – Awesome. (Note: This is the Toys “R” Us marketing tagline)

--Target Audience:

The target audience is kids between 6 and 11 but should also appeal to parents.

--Executional Mandatories:

• Please keep your videos in line with the standard LEGO tone of voice, branding, etc.
• It will be mandatory to incorporate the LEGO model shop in all of your videos. When shooting the footage in Enfield, Connecticut, you will need to be cognizant of timing due to the builders’ workloads.
• DO NOT SAY LEGOS OR LEGO BLOCKS. The word “LEGO” should be used as an adjective (i.e. LEGO bricks, LEGO sets).

--Tone: Engaging; Fun; Should feel like an exclusive behind-the-scenes video where viewers are getting a special look that no one else does, special tips/tricks about LEGO toys.

 

--Exposure: The videos will be used on the toysrus.com Bricktober theme page and/or on YouTube. The videos will also be shared socially via Facebook, Twitter, Instagram and also through targeted emails.

This project will be worth a total of $80,000 and consists of THREE (3) phases: a pitch phase, a pre-production 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 suite of videos using:

• Text (REQUIRED): 500 characters or less synopsizing how you plan to approach and execute the suite of videos.

• 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.

• Treatment (REQUIRED): A detailed narrative description of what’s going to happen in the videos.

• Script (Optional): This should include dialogue from the video you intend to create.

• 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 most compelling pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will receive $35,000 to help create the suite of videos. Additionally, upon submitting a suite of videos 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 $45,000. 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: PRE-PRODUCTION – The pitch winner will enter the pre-production phase (What is a Pre-Production Phase?). During this phase, the filmmakers will need to receive the following approvals from the brand:

SCRIPT  – This project requires script approval before filmmakers move onto the video Phase. The sponsor may provide feedback on your script and ask you to submit a new version. There may be multiple rounds of feedback until a script is approved by the sponsor.

STORYBOARD - This project requires storyboard approval before filmmakers move onto the video phase. The brand may provide feedback on your storyboard and ask you to submit a new version of the storyboard.

No filmmakers may begin shooting their video until all approvals are completed and the video phase has officially begun. If you begin shooting your video during the pre-production phase, there is a chance you will need to reshoot (at your own expense) so please don’t jump the gun.

 

PHASE 3: VIDEO – Once the pre-production phase is complete, the pitch winner will create a

suite of FIVE (5) videos (each with a 15-second cut-down and 30-second cut-down) based upon their winning Pitch.

NOTE: The suite of FIVE (5) videos and Social Pack consisting of: ONE (1) 15-second cut-down, ONE (1) 30-second cut-down, and FIVE (5) still images per video are all due at the close of the video phase.

--Video Phase Payout: Winner of the video phase will earn the following prizes: 1st place $45,000.

 

--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 up to $500. Check out more about our Referral Program in FAQ.

1. The videos MUST not exceed 2-minutes 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.