These three spots are all strong examples of ways to deliver on Malt-O-Meal's duality of quality and value while staying unique to their brand: 

• Malt-O-Meal / "Duck Walk" – This is the truest creative reference for this project.
  Insight/why it works: "Duck Walk" was a unique insight on how people shop for Malt-O-Meal. While Malt-O-Meal is not necessarily on the bottom shelf these days, what is the 21st century version of the duck walk? 

These next two are longer-running campaigns that have seen many iterations over the years, but the general insight for each applies consistently across various executions.

• Miller Lite / "Great Taste / Less Filling"
  Insight/why it works: With Miller Lite, you don't have to make a choice between great taste vs value or quality – similar to how with Malt-O-Meal, you don't have to choose between great taste or great value. 

• Luvs Diapers / "Live Learn Get Luvs"
  Insight/why it works: This spot speaks directly to parents with multiple kids and sets up the difference between how you parent your first kid (everything has to be perfect) versus your second, third, etc. kids (get what you need and go). This could be applied to Malt-O-Meal, too: when you have multiple kids, you realize that they only care about great taste, not a name brand, so you can guarantee their happiness without compromising value.

Your suites must feature the full portfolio of Malt-O-Meal cereals, with priority on their top-selling flavors: 

• Fruity Dyno-Bites
• Cocoa Dyno-Bites
• Berry Colossal Crunch
• Cinnamon Toasters
• Tootie Fruities

With over 30 unique flavors, Malt-O-Meal cereals offer variety, quality, and value for moms who want to feed their families the best without having to choose between great taste and great value. But Malt-O-Meal has an awareness problem: they haven't run any TV ads since the 90s, they recently redesigned their packaging, and other brands are starting to package their cereals in bags instead of boxes too; if moms are thinking about Malt-O-Meal these days, they're thinking about it in parallel with generic store brands, and skipping right past it on the shelf. 

But Malt-O-Meal is not a bargain cereal or generic; it's all the quality you expect from the better-known name brands, but at a better value. That's where you come in. Malt-O-Meal is looking for Tongal filmmakers to develop three different creative approaches, and film two of them, each driving home Malt-O-Meal's value with compromise promise for busy moms who want to feed their families the best, without having to choose between great taste and great value. Your creative approaches should drive home that Malt-O-Meal gives families value without compromise and get consumers – specifically, moms – to see Malt-O-Meal's line of over 30 cereals as a savvy breakfast choice that she can serve proudly and confidently to her whole family. Malt-O-Meal's 1996 "Duck Walk" spot – their last major campaign – did a great job of this, and now we're looking for a modern-day video iteration that creates the same unique and memorable brand messaging.

You will be responsible to produce videos for two of the creative approaches that you pitch. Each should stand alone as its own story, and should not necessarily use the same talent or locations. Malt-O-Meal has provided some specific creative direction and examples in the Background, so be sure to read that thoroughly before you pitch. Since developing strong creative approaches are crucial for this project, we've got a unique pitch template/example and fonts for you to use (in the Assets section); and your pitch deck must adhere to this template, which includes space for a brief explanation of how you'd execute your creative approaches and a sample script for each. Beyond that, we're looking for highly memorable and creative ways in that are unique to Malt-O-Meal and that appeal directly to parents, especially moms. 

Showing the product – in and/or out of the bag – is crucial, but how you do that is entirely up to you. Creatively, everything is on the table stylistically and narratively. That means live-action, animation, motion graphics, and hybrid productions are all worth considering, and the sky's the limit on how you bring this project to life.

Since this project requires up-front creative development, up to five filmmakers will receive $1,000 each, just for pitching; one greenlit filmmaker will then receive $75,000 to execute against their creative direction. Tongal will work with the greenlit filmmaker to create a pay schedule to ensure funds for pre-production, production, and post. 

For any questions or other project updates, check out the Project Forum.

 

DELIVERABLES: There are 36 video assets, across two suites:

• Suite A – 18 videos:
  • One :15 broadcast video "A" (16x9, 1x1, 9x16)
  • Five :07 "A" cutdowns for digital (16x9, 1x1, 9x16)
• Suite B – 18 videos:
  • One :15 broadcast video "B" (16x9, 1x1, 9x16)
  • Five :07 "B" cutdowns for digital (16x9, 1x1, 9x16)

 

TIMELINE: This project has an expedited timeline. Please click HERE for the full project timeline.

 

EXPOSURE: National (US) broadcast; digital and social platforms, including MaltOMeal.com; Walmart promotional displays and in-store digital activations. Please review the platform best practices page.

 

TARGET AUDIENCE: Moms under 49, with multiple kids, who are savvy shoppers; they want the best for their families, and while value is a part of that, taste and quality are key.  

 

TONE: Fun, energetic, bright, memorable.

 

EXECUTIONAL MANDATORIES: 

• Your pitch MUST use the template and fonts provided in the Assets tab. We've provided a Powerpoint file, a PDF, and a zipped folder of fonts for your use.
• "Value without compromise" should be the backbone of all of your creative approaches, but should NOT be used as a tagline or catchphrase.
• You must refer to the reference videos and insights in the Background section, especially the 1996 Malt-O-Meal "Duck Walk" spot.
• Your approaches must feel built for Malt-O-Meal, so think about how you can capitalize on what sets it apart from the competition: how do you bring "value without compromise" to life in a fun, engaging, and memorable way? 
• Do NOT paint Malt-O-Meal as a budget brand; while value is important for sustaining consumer loyalty, cost is a secondary proposition for Malt-O-Meal.
• Do NOT compare Malt-O-Meal to competitive brands or show name-brand products.
• Visually, your spots should complement and reinforce Malt-O-Meal's new packaging designs, especially for the top-selling flavors (see list in Background).
• Your suites MUST feature the full portfolio of Malt-O-Meal cereals; product will be provided to the greenlit filmmaker.
• While casting talent is not mandatory and subject to your creative concept, any casting must be diverse and broadly representative.

 

By participating in this project, creators acknowledge that the Sponsor is under no obligation to greenlight a filmmaker to production. Though most projects on our platform do move forward with a production greenlight, we will notify you in the event the Sponsor decides not to fund any productions via the project forum. Regardless of the result, all submissions will be reviewed and evaluated by the Sponsor and the project team.

 

Shooting live action or stop motion? Our priority is ensuring everyone's safety, and we're now requiring a COVID safety protocol plan for all relevant productions. Please review our COVID-19 Production Safety Guide and check federal, state, and local rules before and during your shoot to make sure your on-set protocols are up to date. We're working hard to keep people working during this extraordinary time, and you should ensure your submission is executable within the anticipated timeline and budget, while also ensuring everyone's safety.

In order to be considered for this project, you must include the below materials in your pitch submission. For examples of effective pitches, check out this gallery.

 

• TEXT (REQUIRED): Up to 500 characters synopsizing how you plan to approach and execute this video.
  
  
• TREATMENT (REQUIRED): Your three creative approaches; a brief explanation of how you'd execute each; and a sample script for each. Please use the treatment template linked in the Assets tab.
  
  
• 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.
  
  
• STORYBOARDS (Optional): Additional concept art, storyboards, shot list, anything that helps get your point across. You can download the Tongal storyboard template here.
  
  
• HEADSHOTS/CASTING BOARDS (Optional): Casting notes or concepts, headshots of actors, etc.
  
  
• PITCH VIDEO (Optional): This is your opportunity to be face-to-face with the Sponsor and show them 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. For some examples of effective Pitch videos, check out this gallery. All Pitches will remain private until after the Sponsor gives creator(s) the green light to move forward.

1. 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 your submission be greenlit, 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. 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.
   
   
6. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
   
   
7. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.
    
8. 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.
    
9. Videos must be in the English language or subtitled.
    
10. Limit 5 submissions per member, per Phase.
     
11. You must be at least thirteen (13) years or older to enter.
    
    
12. The Sponsor reserves the right to repost the contest.
    
    
13. 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.
    
    
14. 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.
    
    
15. 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.
    
    
16. 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.