There are a lot of BIG moments in a baby’s early years. That first giggly little wave “bye-bye!” That first halting step forward towards Daddy. That first toothy grin. Every single one of those moments is just magic... but the love a parent gives their child isn’t all about big events and birthdays. It’s day in and day out, during those passing moments that no one else sees, when it’s just you and your baby. It’s when you pick them up after they the hundredth fall, or finish reading their favorite bedtime story for the thousandth time. It’s when it’s just another Tuesday spent comforting your baby with tickles and coos to distract from the pain of teething.

The truth is that a parent’s love for their kids is really a lot of little things, and it’s those little things, those little moments, that make the bond between you and your child so real and so strong. Orajel understands, and their goal is to be the family’s first experience with oral care while simultaneously celebrating parents and honoring the special relationship they have with their children, shown through the everyday acts of love that matter most.

Check out the Objectives below to get an idea what they’re looking for…

The goal of this project is to produce an emotive and relatable 30-second Video to build on Orajel’s “Moments that Matter” campaign by celebrating and supporting parents in those moments that are the everyday acts of love that matter most. Your Video should include a 15-second cut-down, and work to drive awareness and sales of Orajel, as well as building positive affinity for the brand itself. The main focus of your videos should be on the special relationship between a parent and a child, as seen in those beautiful but ordinary moments that they share together. The secondary focus should be featuring Orajel teething products. 

Though authenticity and relatability are key, this is not an authentic stories project, so you can be creative in developing something that will feel real, but does not necessarily involve real people. You would do well to explore how Dad and other members of the family might be involved, though remember that this is about the special bond between a parent and a child, so if siblings or other family members are involved, it should not distract from that too much. Bring the emotion: the laughs, the snuggles, the tears; all of those feelings that come with being in that special parent/child relationship. It’s also important to note that you should avoid the kind of typical busy mom video that’s all about how hectic life is with children. Additionally, though it’s probably obvious, you should try and avoid anything around the stereotypical “big moments” like birthdays, first smiles, first steps, first words, first holidays, etc. Viewers should be able to associate these everyday, emotional moments with Orajel teething products. 

These videos are designed to run on Facebook, so you should look to create something that is visually captivating and carries it’s emotional weight as much in your cinematography and shot choices as in whatever story you may tell. Specifically, you should also consider the following best practices when crafting your ideas / treatments:

• 85% of Facebook video is watched without sound, so you should be able to convey the story without relying on sonic devices.
• 3…2…1… that’s how much time you have to grab someone’s attention or create what Facebook calls “Thumb-stopping creative.” Obviously this means leading with imagery that will catch a person’s eye from the very beginning.
• Use text where appropriate to capture the audience’s attention and contextualize what they’re about to see. If it looks and feels like an ad, they’re going to tune out. Tell a story. Take a risk.

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PRE-PRODUCTION NOTE: This project includes a Pre-Production Phase (What is a Pre-Production Phase?). In this case, you will be required to submit Script, Storyboard, Headshot, and Wardrobe for Approval before moving onto the Video Phase.

• SCRIPT  – This project requires Script Approval, and after submitting a script (along with a storyboard), the brand may provide feedback on your Script and ask you to submit a new version.
• STORYBOARD - This project requires Storyboard Approval, and the brand may provide feedback on your storyboard and ask you to submit a new version of the storyboard.
• CASTING  – This project requires Casting Approval and you must submit at least two actor options per role, with *full body shots* in place of, or in addition to, headshots, along with your recommendations. If the brand does not approve either of your options for a role, you may be asked to submit two new actor options.
• WARDROBE - This project requires Wardrobe Approval and you will need to submit descriptions and/or pictures of your cast’s wardrobe. You must submit at least two wardrobe options per role. If the brand does not approve either of your options for a role, you may be asked to submit two new wardrobe options.

IMPORTANT: You may not begin shooting your 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. 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.

--Anticipated Timeline:

• Pitch winner selected by Sponsor: August 5
• Pre-Production Approvals Phase: August 5 – August 16
• Video Phase: August 16 – September 13
• First Cut Videos Delivered to Sponsor: September 13
• Final Cut & Masters Delivered to Sponsor: September 23

--Key Takeaway:

• Orajel understands and celebrates parents by honoring the special relationship between them and their children, often shown through the everyday acts of love.

 

--Key Marketing Messages:

• That moment when…
• Little teeth, big smiles
• #1 Pediatrician and Pharmacist recommended teething brand
• Trusted by more parents than any other teething brand

--Target Audience: Millennial parents and parents-to-be striving to do the very best to care for their baby.

• They want to be prepared and educated, and need to trust the solution that will go in their baby’s mouth.
• They may have multiple children in different oral care lifestages.
• Hispanics are 30% of the target demographic. Content needs to resonate both with general population parents as well as Hispanics. Casting should reflect this, and should be ethnically ambiguous enough that the talent could potentially be dubbed into Spanish.

 

--Executional Mandatories:

• Baby should be seen with a parent or other person (sibling/grandparent). Baby can be seen alone for a portion of the video, but not for majority. Example: baby seen crying in crib but someone comes to soothe her/pick her up, etc.
• Family/baby should be ethnically diverse – avoid blond haired, blue eyed babies
• Brand name/logo visible within first 3 seconds – this need not be an on-screen graphic, but could be on-screen product placement, or another creative interpretation.
• Product placement within the video - Viewers must be able to see the product and recognize that these products are for teething relief.

 

--What to Avoid:

• Creatively: Big expected events like birthdays, holidays, and other celebrations or obvious moments.
• You should avoid scenarios that feel too polished and too perfect. Talent, wardrobe, and set should be realistic and relatable to the masses.
• Products should not be shown being used ‘off-label.’ These are regulated, monographed products, so they need to be shown in a responsible manner.
• Parents should be seen handling the teething products, NOT babies or other children.

 

--Tone: Positive, sweet, real, relatable, warm, understanding, emotional and endearing. This should drive awareness and brand affinity through emotive imagery.

• You should avoid anything that comes negative, fake, cynical, or complaining.
• There can be humorous beats, but those beats should fall under the same tonal umbrella.

 

--Product: Product should be featured within the spot and will be provided.

--Exposure:  Intended for use on digital and social media, primarily Facebook. Secondary usage would be on Orajel.com.

• NOTE: You should take into account, as with the notes on Facebook above, that your Videos, and especially your cut-down, may play without sound.

This Project will be worth a total of $27,500 and consists of three Phases: an Idea Phase, a Pitch Phase and a Video Phase. Be sure to read the following information carefully as well as the Official Rules.

 

PHASE 1: IDEA – Tell us your Idea for one of Orajel’s Moments That Matter in 140 characters or less. Remember, an Idea (What is an Idea Phase?) is not a detailed script; it is a spark of inspiration, or a distillation of what will happen in the Video. As always, Ideas should be clever and engaging. The winning Idea creator will receive $250 each and a 5% one-time residual payment if the winning Video is based on their Idea. (That means if your winning Idea is the basis for the 1^st place Video, you will receive $750, or $1000 in total) – see Video Phase Payout details for more information.

 

PHASE 2: 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 winning Ideas from the previous Phase using:

• Text (REQUIRED): 500 characters or less synopsizing how you plan to approach and execute this Video.
• 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.
• Script (Optional): This should include dialogue from the video you intend to create.
• Treatment (Optional): A detailed narrative description of what’s going to happen in the video.
• 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 single most compelling Pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will receive $12,000 to help create a Video. Additionally, upon submitting a Video that satisfies the criteria laid out in your winning Pitch, the Pitch winner will also be GUARANTEED the 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 $15,000 (subject to deduction for one-time 5% residual payment to eligible Idea winner). 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 3: PRE-PRODUCTION – The Pitch Winner 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:

• SCRIPT  – This project requires Script Approval, and after submitting a script (along with a storyboard), the brand may provide feedback on your Script and ask you to submit a new version.
• STORYBOARD - This project requires Storyboard Approval, and the brand may provide feedback on your storyboard and ask you to submit a new version of the storyboard.
• CASTING  – This project requires Casting Approval and you must submit at least two actor options per role, with *full body shots* in addition to, or in place of, headshots, along with your recommendations. If the brand does not approve either of your options for a role, you may be asked to submit two new actor options.
• WARDROBE - This project requires Wardrobe Approval and you will need to submit descriptions and/or pictures of your cast’s wardrobe. You must submit at least two wardrobe options per role. If the brand does not approve either of your options for a role, you may be asked to submit two new wardrobe options.

You may not begin shooting your 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 4: VIDEO – Once the Pre-Production Phase is complete, the Pitch Winner will create a 30 second Video with a 15-second cutdown, based upon their winning Pitch. Both the 30 second Video and 15-second cutdown are due at the close of the Video Phase. Please upload them as separate videos when submitting your Videos. 

--Video Phase Payout: Winners of the Video Phase will earn $15,000 (less a 5% one-time residual payments paid to the Idea winner, as applicable).

 

--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.

 

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 equal to 5% of the amount won. That’s a potential of up to $500 in bonus cash just for telling all of your talented friends about this Project! Check out more about our Referral Program in FAQ.

1.  The Video MUST not exceed 60 seconds 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 ten 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.