People don’t like the taste of water and having all of their beverage needs met in the home or on the go can be difficult and expensive. MiO, an incredible and delicious liquid water enhancer, offers the variety people need in a convenient package they can take with them wherever they go, no matter the occasion. And the best part? MiO not only comes in an assortment of audacious flavors but also offers options to add Energy, Vitamins, or electroylytes (Sport) to your beverage.
You may remember the MiO Tagline project we ran a while back. MiO loved what you came up with and has selected 3 winning taglines to move forward with. Now they would like filmmakers to choose one of the below taglines to build four 6-15 second Instagram Feed occasion videos around.
Upgrade to H2.0 – Water is way overdue for an upgrade and, with a drop of MiO, H20 becomes H2-point-O.
Wait for the Drop – Whether it’s your favorite new EDM song or a glass of water, things always get better after the drop.
Just add MiO – For decades “just add water” has been used to punch up all kinds of recipes. Now it’s time we return the favor, ‘Just add MiO’ and turn your water into something special.
MiO would like two of the videos to be based on the following occasions:
The other two occasions are up to you!
Please read the remainder of the brief for all the important details on this exciting new opportunity.
The goal of this project is to create four breakthrough 6-15 second occasion videos for MiO that communicates its versatility and bold flavor.
Below are the three taglines to choose from. While your videos should feature distinct occasions and settings they should all ladder up to the tagline you select.
Upgrade to H2.0 – Water is way overdue for an upgrade and, with a drop of MiO, H20 becomes H2-point-O.
Wait for the Drop – Whether it’s your favorite new EDM song or a glass of water, things always get better after the drop.
Just add MiO – For decades “just add water” has been used to punch up all kinds of recipes. Now it’s time we return the favor, ‘Just add MiO’ and turn your water in to something special.
Listed below are the MiO products, areas of focus, and two of the occasions they want featured. We’ve provided some examples with the occasions, however please note these are just thought starters and you’re not obligated use them. Also, don’t forget the remaining two occasions are up to you. Please just make sure you clearly state which MiO product you want to feature and why the occasion works well for it.
There are four main MiO products:
Original – When featuring Original, flavor enhancement should be the main area of focus. Whether it be good old fashioned water or doctoring up some kind of alcoholic drink the idea is to show how MiO can elevate the flavor and turn it into something special.
Energy – Whether it’s pulling an all-nighter for school or work or getting that extra boost so you can have a great time with your friends “Energy” has MiO’s same great flavor with the added dimension of helping you take things to the next level.
Vitamins – This is all about B vitamins, specifically MiO Vitamins contains B3, B6, and B12 which are all crucial to things like reducing harmful cholesterol and maintaining a healthy nervous system and metabolism. Life is busy enough without having to worry about staying hydrated and getting those crucial B vitamins. MiO Vitamins makes this all doable without slowing you down.
Sport (formerly Electrolytes) – This could be about hydrating before or after a big workout OR it could be for those who were --ahem--overserved. Whether it’s about keeping fit or getting back on your feet MiO Sport has got you covered. It's important to note that if showing activities in conjunction with Sport they must be moderate in nature. Examples of moderate activities include: brisk walking, hiking, bicycling less than 10mph, stationary bicycling, water aerobics, tennis (doubles), downhill skiing, weight training (free weights, Nautilus), general gardening, and carpentry.
Required Occasions (2 of the 4 videos)
New Year’s Eve – MiO is open to approaching this a number of different ways. You could show the flavor of New Year’s Eve drinks being enhanced with Original, finding the extra gear with Energy, or recovering with Sport. Keep in mind the target audience is millennial males (18-35) and remember you only have 6-15 seconds so occasions need to be communicated quickly and should stick to one type of MiO.
Back to School – By back to school they specifically mean back to college. They are open to different relatable college scenarios featuring either Original, Vitamins, Energy, or Electrolytes.
Please note that alcohol is a completely open scenario for either of the above situations, but can only be combined with Original MiO. MiO Energy, Vitamins and Sport cannot be shown with alcohol.
--Brand Background & Tone
MiO created the liquid concentrates category with its launch in 2011 and has been the driving force for the category ever since. Despite being the eldest brand in the category, it still manages to stand out to consumers as sleek, modern and cool.
The shelf tends to be dominated by light color palettes and fruit-forward imagery while MiO stands out with its distinctive tear drop shaped bottle and darker, more modern tones. That look has been a main driver of MiO’s success with active millennials.
The brand isn’t always serious, but prefers selective smart humor to a more slapstick/crude jokes. It prefers instead to focus on positivity and active culture. That could be everything from activities seen as typical “active” behavior (dance, music, sports) to just being out and about and on the move. MiO is not a brand that lives on the edges, but stays true to itself in a mainstream world.
--Tone: Bold, energetic, fun. Humor is great but please no slapstick/crude jokes.
--Target Audience: MiO’s target is an active millennial male (18-35) who looks for variety in his life and his beverages. He looks for beverages with benefits, but he won’t sacrifice bold flavor to get them. He brings that same bold flavor to life. He likes to explore and enjoys the thrill of discovering something before other people do. That is just one way that he likes to express himself. He knows who he is and won’t compromise himself to be someone he is not just to fit in.
--Executional Mandatories:
--Exposure: Instagram Feed.
MiO's best practices for Instagram are the following:
We've also included Tongal's Instagram Feed best practices in the Assets tab.
End Card: Depending on the creative approach the winning filmmaker may be required to create an end card.
Product: MiO will provide product to the awarded filmmaker.
Project Timeline: Please see the full project timeline included in the Assets tab. Per the client’s request the Back to School video will be fast tracked as reflected in the timeline.
This Project will be worth a total of $30,000 and consists of 5 phases: a Pitch Phase, a Pre-Production Phase, a Video Phase, a Revisions Phase, and an Assets Delivery 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 Video based on one of the Designated Taglines using:
The most compelling Pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will receive $15,000 to help create the Video. Please note the payment of the Pitch award is subject to a payment schedule determined by Tongal. Additionally, upon submitting a Video that satisfies the criteria laid out in your winning Pitch, completing Sponsor notes, providing the necessary release forms, and providing all assets required by the sponsor the Pitch winner will receive a final payment of $15,000. 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 winner from the Pitch Phase will enter the Pre-Production Phase (What is a Pre-Production Phase?). During this phase, filmmakers will need to receive the following Approvals from the brand:
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 before you have received final approval, there is a chance you will need to reshoot (at your own expense).
For your convenience we’ve provided some helpful templates to use at your discretion. They include templates for creating a Treatment, Production Budget, Storyboards, Shot List, Call Sheet, and a Music Cue Sheet. They can all be accessed here.
PHASE 3: VIDEO – Once the Pre-Production Phase is complete, the Pitch Winner will create four 6-15 second videos based upon their winning Pitch.
--Video Phase Payout: Upon submitting a Video that satisfies the criteria laid out in your winning Pitch, completing Sponsor notes, providing the necessary release forms, and providing all assets required by the sponsor the Pitch winner will receive the final payment outlined in the payment schedule.
--Music: Tongal has partnered with three premiere music providers: Jingle Punks, 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 more customized music solution for your project are invited to connect with our partner Score A Score. Email a brief description of your project (timing, creative, budget, etc.), along with any specific music direction and/or references to their creative team at music@scoreascore.com and include “Tongal Project - Your Name” in the subject line. Their creative team will be in touch within a few minutes to discuss the simple process and options with you. Please note that you will be responsible for the fees associated with using 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 third-party catalog providers, you must purchase the appropriate license at your own expense and submit it with your license purchase receipt when you turn in your Video paperwork.
PHASE 4: REVISIONS – Once the Video Phase has closed, the winning submitter will enter the Revisions Phase (What is a Revisions Phase?). During this phase, the awarded filmmaker will perform reasonable edits on their Videos according to the Sponsor’s feedback.
PHASE 5: ASSETS DELIVERY - You must also provide all project files, editing sequences and a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec in order to submit final payment. In addition, to the project files you are also required to provide all raw footage on a hard drive. You will be responsible for the costs associated the hard drive (if necessary) and shipping.
For Tongal’s file delivery specs and any other questions you may have about post production please click here.
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 you be selected as winner, 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. The Sponsor reserves the right to repost the contest.
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 award.
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.