For easy reference, think of your tagline as the big, overarching idea for the campaign, and your concept as a specific execution for a single video in the campaign. Below are examples of previous campaign taglines used by PayPal, along with a couple videos that reflect them:

TAGLINES & VIDEOS: 

• Make It Easy /  Make Jungles Easy Video - A tagline used to promote PayPal products in 2020 and 2021 to highlight that PayPal makes it easy to do just about anything - including shopping online, settling up a bill among friends, or booking a vacation. 
• Make It One to Remember / Make It One to Remember Hero Video - A tagline used for the PayPal holiday campaign in 2020 to acknowledge that the holiday season looked a bit different last year, and encouraging PayPal users to create new traditions. 
• Power, Control, Freedom - Power Control Freedom Instagram Lead Video A tagline used to promote the PayPal Pay in 3 product in the UK, which splits payments up into 3 equal payments, and gives you the power, control & freedom to manage larger purchases

If you're curious where people are headed, early data suggests that the top 5 destinations booked right now are the US, Greece, Spain, Italy, and the United Arab Emirates, so they're not super exotic.

The last twelve months put most vacation travel on hold, but with the United Kingdom's travel limitations expected to lift at the end of May, many Brits are looking at a potential boom in summer holiday bookings - and PayPal's got a way to help make that happen, with PayPal Credit. PayPal Credit's basically a credit card without the plastic, and it’s the perfect way to spread out the cost of larger online purchases, giving people the opportunity to make a purchase of £99 or more, and then split the payments across 4 months with 0% interest. If you're starting to plan your holiday getaway, but need to manage your expenses, PayPal Credit's a great tool to help people stay in control of their finances. To get the word out, the brand's launching a campaign of short videos (:15s and :06s only) to target existing PayPal customers.

The goal of this project then is to create a fun and really clever tagline for the campaign, and pair it with a video concept that can bring the tagline to life. Since we're talking about :15s and :06s, we don't time for a proper story - this is about quick visuals and smart copy. Your tagline & concept submission should tap into the cautious optimism & enthusiasm that's starting to bubble up as people look ahead to the summer. It may not be a return to "normal," but it's still an opportunity to get out and travel again. That said, it's critical that taglines and concepts do not encourage people to break government restrictions, or spend beyond their means. Most people are going to travel modestly, and closer to the UK (i.e. not Bora Bora or Dubai). The summer holidays should be positioned as much-deserved treats or rewards that reflect a light at the end of the lockdown tunnel. 

We've included examples of previous taglines used by PayPal, and how they related to the overall goals of their respective campaigns, in the Background/Additional Details section below. For any questions or other project updates, check out the Project Forum.

 

EXPOSURE: Videos inspired by the greenlit taglines & concepts may ultimately go on to appear on PayPal's Instagram, Facebook, YouTube, and other owned channels.

 

TARGET AUDIENCE: Existing PayPal customers who may be young professional singles OR couples, ages 18-35, as well as young families who will be going on holiday together.

 

TONE: Optimistic, Engaging & Honest

 

EXECUTIONAL MANDATORIES: 

• Taglines do NOT need to build upon any of the previous taglines listed in the Background/Additional Details section below
• Concepts must work within a :06-:15 video
• Concepts must be aware of COVID conditions, and NOT encourage people to break travel restrictions before they are officially lifted 
• Concepts must NOT depict summer holidays as lavish blowouts, or people living beyond their means

NOTE: We're testing a new feature on projects like this. In addition to the three concepts that the Sponsor will be selecting, five additional submissions will be selected for Honorable Mention, and each will receive $50 for the great creative work that went into them. Submissions selected for Honorable Mention will not be used by the client, and not all submissions identified as Finalists will receive an Honorable Mention.

In order to be considered for this project, you must include the below materials in your concept:

• TAGLINE (REQUIRED): Give us tagline or big idea for the campaign using up to 140 characters. 

• CONCEPT (REQUIRED): Tell us your concept using up to 250 characters. Your concept should detail what would happen in a video execution for this campaign, and how it relates to your tagline / big idea. Remember, a concept is not a detailed script — it is a spark of inspiration or a distillation of what will happen in the video. As always, concepts should be clever and engaging.

1. 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.
   
   
2. 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.
   
   
3. 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.
   
   
4. 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.
   
   
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. Limit 5 submissions per member, per Phase.
    
9. You must be at least thirteen (13) years or older to enter.
   
   
10. The Sponsor reserves the right to repost the contest.
    
    
11. Creators of selected submissions must provide the standard Tongal W-9, Winner Affidavit, and IP Assignment.
    
    
12. 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.