From AMAs to TILs, AITAs, and ELI5s, the Reddit community has a unique way of talking to each other about shared passions and interests (which often comes with a few acronyms along the way). They speak to their peers using honest, direct, but (typically) friendly language, and smart humor goes a long way, as does anything that feels like a meme. WeightWatchers wants to fit seamlessly into your Reddit front page by speaking to Redditors like you’d speak to a knowledgeable friend, with an authentic and conversational tone that's relatable to a very particular audience. 

WeightWatchers is looking to create a suite of short humorous videos and static images, accompanied by some clever posting copy, designed specifically for Reddit. This should be geared toward lapsed WeightWatchers members (i.e. former WeightWatchers members who have let their membership lapse) with the goal of getting them to sign up for the program again. To that end, you can highlight new features in the WeightWatchers app that make it easier than ever to reach your weight loss goals. These new app features include:

• 150+ New ZeroPoint™ Foods: Nutritious and delicious foods you don't have to track
• Macronutrient Insights: See Points® and macronutrients all in one place
• 1-on-1 Visits with a Registered Dietitian: Make the most of your program with 1-on-1 visits with an RD
• Recipe Analyzer: Drop a recipe URL in the app search bar and get the estimated Points®
• Food Scanner: Take a photo of your meal, let the app do the tracking

Importantly, these assets should NOT look like ads. In terms of execution, WeightWatchers is open to a wide range of creative approaches or mediums, like lo-fi live-action lifestyle footage, meme-style executions, motion graphics mixed with stock footage, simple stop-motion animation, or something with clever editing techniques and transitions like you'd see on Reddit. Before submitting your pitch, make sure to check out these examples of Reddit and social-first ads and captions that have been effective for WeightWatchers in the past. We are not trying to copy these examples, but they should give you a good idea of the tone that WeightWatchers is looking to achieve. 

While the static images should be unique and distinct creatively from the videos (i.e. not just stills pulled directly from the footage), the statics CAN be derived from the same setups as your videos so long as they feature different moments. While not all of your assets need to feature the WeightWatchers app, at least SOME should, and the greenlit creator will be provided with an app membership code and screenshots of app screens, if necessary. You can group several of the new app features together in one asset, or highlight one feature on its own (e.g. someone takes a picture of their meal and we see the Points® value appear on the WeightWatchers app, along with some clever on-screen text). While you CAN show people in your assets, it is NOT a requirement - but you should show hands interacting with the WeightWatchers app, whenever it's relevant to the creative concept. 

All assets (across all aspect ratios) should feel like Reddit-native content and demonstrate your knowledge of Reddit. For all of the deliverables, your copywriting skills, tone of voice, and knowledge of social media lingo and trends will be key. The clever messaging will be what ultimately makes viewers stop scrolling in their Reddit feed. Make sure to check out WeightWatchers' Instagram and TikTok get a sense of their brand tone of voice. 

In your pitch, make sure to showcase your ability to create Reddit-style content for video, statics, and copy. We'd like to get a sense of how you plan to approach the full suite of content and your proposed messaging for each unique asset, and we encourage you to include sample posting copy alongside the creative concepts you include in your pitch treatment. For your sample video, please create one short up-to-:15 video (16x9) that is designed for Reddit and that focuses on WeightWatchers' Points® program. If helpful, WeightWatchers encourages you to submit multiple sample videos as a part of your pitch, which you can upload to the submission form as a video stringout. 

Make sure to check out more information about the WeightWatchers program in the Background, and for any questions or other project updates, check out the Project Forum.

DELIVERABLES: There are 9 total video assets and 9 total static image assets

• 3 up-to-:15 videos (1x1, 16x9, 4x3) + posting copy for each (300 char. limit)
• 3 statics (1x1, 16x9, 4x3) + posting copy for each (300 char. limit)

EXPECTED TIMELINE: HERE

EXPOSURE: We expect content will be used on the platforms below, but if casting talent, be sure they review our required Talent Release before they're cast, 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.

• Reddit

TARGET AUDIENCE: Lapsed WeightWatchers members (i.e. former WeightWatchers members who have let their membership lapse). WeightWatchers' main target audience is "life cravers" who are:

• Women between 30-50 with a household income of $50K+.
• Unhappy with their weight, seeking to lose 25+ lbs.
• Because of their busy lifestyle, don't take care of themselves as well as they should.
• Food is their go-to facilitator for feel-good experiences.
• Believe food isn’t functional. It’s an inspiring, immersive lifestyle!
• Hunger for human connection, shared stimulating experiences, and discovering novelty.
• Have the life motto: “if you’re going to do it, you might as well enjoy it!” 

TONE/FEEL: Sassy, witty, clever, humorous, lighthearted, and conversational. Make sure to check out the WeightWatchers  Instagram and TikTok get a sense of their brand tone of voice.   

EXECUTIONAL MANDATORIES: 

• Your content MUST follow Reddit best practices, as outlined in the Background.
• Don’t sensationalize the weight-loss process. It’s trite to refer to people living with obesity “struggling with their weight” or “battling the scale.” This reinforces the simplified idea that their obesity was something that was in their control. Obesity is a chronic recurring condition that needs lifelong care and treatment. It is NOT a preventable disease for people with genetic, biological, cultural, and environmental roadblocks. Always use person-first language: People aren’t obese. They have obesity, or are living with obesity.
• WeightWatchers will provide greenlit filmmakers with access to the WeightWatchers app.
• Videos and caption copy MUST have a clear call to action that drives people to sign up.
• Your videos CANNOT show alcohol. 
• Your videos should ALWAYS have sound.

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

In order to be considered, include the below materials in your submission. For examples of effective pitches, check out this gallery. All Pitches remain private, even after a Pitch is selected, and Tongal strives to have Pitch selections made by the end of the Evaluation period,but additional time may be required by the Sponsor, depending on any number of factors.

• TEXT (REQUIRED): Up to 500 characters synopsizing how you plan to approach and produce the content listed 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. Explain what we can expect to see, and how you'll make it. If it's helpful, we've provided a treatment template HERE.

• REDDIT SAMPLE VIDEO (REQUIRED): Please submit ONE short up-to-:15 sample video (16x9) that is designed for Reddit and focuses on WeightWatchers' Points® program. If helpful, WeightWatchers also encourages you to submit multiple sample videos as a part of your pitch, which you can upload to the submission form as a video stringout.

• LINKS (REQUIRED): To your previous video work. Please specify your role (producer, director, editor, artist, etc.) but do not include links to your showreel. Please link to individual videos.

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. Tongal also reserves the right to request all raw files associated with the project.
   
   
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 creator.
   
   
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.