PRODUCTS EACH RECEIVING A DEDICATED DEMO:

• PowerGrab Heavy Duty
• SuperGlue Ultra Gel Control
• SuperGlue Professional Liquid
• PL Premium Max
• PowerGrab Ultra Crystal Clear

END TAGS TO INCLUDE:

• Say Yes To Loctite
• Say Yes to a Second Chance

HELPFUL REFERENCE VIDEOS FOR INSPIRATION/TONE:

• PowerGrab Demo - A good reference for the type of eye-catching demo Loctite is looking for though want this to feel more tailor made for a social audience, i.e. fonts/graphics use, editing style, framing, etc. 
• Adhesive Line Explainer - Reference for tone of the brand and how they treat their longer form demos
• Foam Demo - A long-form reference for what we're not looking for these social demos to be.
• Loctite Second Chance Episode 1 - The first episode of a series they're developing documenting the progress on the Second Chance house.

Loctite^®, the brand behind your favorite consumer and professional adhesives, has just launched the 2^nd Chance Initiative with Habitat for Humanity, which will take a condemned home in the Cleveland area and completely renovate and restore it, before a new family moves in. It's a big initiative for them, so they're already making a lot of content for it, but almost all of it is focused on the initiative itself - not the actual Loctite products that are enabling so much of the work. With that in mind, Loctite wants to develop some social-first content that they pair with everything else, and make sure that they can show off their products' application in way that is entertaining and visually interesting.

The goal of this project then is to create a suite of 5 different social focused product demo videos that put each product's utility & function front and center. This is not about making a How To video, nor is it a history of the product or an explainer about its use-cases. Instead, this is about showing what each product can actually do, and showing that off in a clever and eye-catching way that is also quick and direct. We want to have some fun with this, because, while consideration should be given for both safety and realism, you do not need to show "typical" uses of the product. Most typical uses of the product just aren't that interesting, visually, and we want to stop people in their tracks here. 

Think outside the box about what the product can do, as opposed to exploring its intended usage. For example, you could take PowerGrab, apply it to a wooden handle, stick that handle to a ceiling, and then a few seconds later - in realtime - show that handle holding something else, like a cinder block, a bag of tools, or even... your talent? That right there is the kind of demo we're talking about. It's unexpected, it's clever, and it's a visceral example of the utility and function of the product. There are 5 products in total, and you'll need a different video for each individual product. You'll find the products and their descriptions in the Background. Your videos should be able to stand alone, but they should also all feel cohesive in look & feel.

Given the need for a product demonstration, these videos need to be live action and show actual product use. The brand does also want to see on-screen talent utilizing the product, whether that means it's a real personality driven piece led by talent speaking directly to camera, or something with close-ups that only show a professional's hands and arms, or a dialogue-free execution where the product's use does all the talking. Whatever the approach, the brand would prefer to reuse the same talent and location throughout the demos. The preference would be to have the selected location be - or present as - an active worksite or home remodel, as opposed to a studio set. If you are local to the Cleveland area Loctite has offered up the actual house they're renovating for the Second Chance Initiative as a location option, though this is not a mandatory to use this location.

For cast, it'll be a requirement that you film with someone that has experience with some of the products, tools, and mediums involved. It doesn't necessarily have to come through in the video, but we don't want to put Heavy Duty adhesive in the hands of any random actor. These are videos geared towards professionals, but should still be accessible to a general audience who might just be watching the videos for their entertainment factor.

While we want these videos to feel polished and professional, and clearly demonstrate the product, they can absolutely be lo-fi smartphone-shot content, and there's no real need for elaborate "commercial" executions. They should ultimately feel organic and native to the social platforms they're being created for. VO is welcome if it helps, but it's not a mandatory, and the brand is open to stylized motion graphics or on-screen text too, if they further the visuals. While Loctite aims to pair them with 2nd Chance Initiative content, the initiative doesn't have to factor into your content, nor do you have to mention it or incorporate any 2nd Chance Initiative graphics. In terms of the brand, these videos don't need to be shot on a set full of Loctite colors and logos, but they should still feel ownable by Loctite. 

In your pitch, the brand would like to see 2-3 options of creative concepts with some information about how you plan to spotlight the product's use with that approach. The brand team will then work with you if you're greenlit to hone the concepts. Feel free to include links to any existing videos (they don't have to be your own) that represent the style you'd be aiming for. In the Background section you will find some reference videos to help orient you to the brand's tone along with examples of their long-form product demos.   

Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.

DELIVERABLES: There are 10 total video assets.

• Five up-to :30 Product Demos (9x16)
• Five :06-:15 Product Demo Cutdowns (9x16)

EXPECTED TIMELINE: HERE

RELEVANT ASSETS: 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.

• YouTube Shorts
• IG Reels
• TikTok
• Facebook

TARGET AUDIENCE:  Ages 25-65 years old who are: 

• Professionals in the home improvement space.
• DIYers with beginner to intermediate experience.
• Just scrolling through their social channels looking for an entertaining video.

TONE/FEEL: Engaging, relatable, informative, and inspirational.

EXECUTIONAL MANDATORIES: 

• The videos must adhere to Loctite® brand guidelines.
• The videos cannot feature children or animals handling or using the products/tools.
• The filmmaker may be responsible for purchasing Loctite products and tools featured in the videos with guidance from the sponsor.
• The hand models/on-screen talent will need to be someone experienced with tasks like loading a caulk gun, handling glues, using proper PPE, etc.
• The videos cannot contain other competitor brands/colors. They can also not portray retailer brands/colors so no orange (home depot) or blue (Lowe’s) in the accessory items, buckets, caulk guns etc.
• When showing people, they cannot wear clothing with team logos, product logos, retailer logos, slogans, or other messages visible.

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): Your pitch treatment should include at least TWO to THREE original concepts and how you would execute these demos. Loctite will then work with greenlit filmmakers to hone these concepts. Otherwise, this should be 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.
  
  
• 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.
  
  
• PITCH VIDEO (Optional): This is your opportunity to be face-to-face with the Sponsor and show what you're capable of. Consider a video in which you tell the Sponsor what they can expect, or consider test videos, proof-of-concept edits, animatics, etc. For examples of effective Pitch videos, check out this gallery.
  
  
• 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. 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. 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.