Love. Loyalty. And Fur. No one likes to think about what they would do if their pet experienced a medical emergency. Healthy Paws is here to help give your cat or dog the care they need without worrying about the vet bill. Healthy Paws has been a trusted partner of pet parents in the US for going on 11 years, insuring over 570,000 pets and counting; closing an average of 99,000 claims per month last year.

In recent years, the pet insurance industry has ballooned. Many new insurance players have emerged on the market promising unrealistic expectations. Healthy Paws has a proven track record & customer backed reviews that show they can be trusted to be there when you need it most; they have been rated the #1 company for customer satisfaction since 2010. Your pets are always there for you. Healthy Paws helps you return the favor.

And it doesn't stop there. Healthy Paws has a love for all animals – homed or not. Through the Healthy Paws Foundation they have donated over $1.6 Million to help homeless pets.

HOW THEIR CUSTOMERS DESCRIBE THEM:

• Healthy Paws truly cares
• They're Hassle-free
• They're Helpful/thoughtful
• Quick to respond & pay
• They have kind Follow-up

 

PRODUCT BREAKDOWN: Healthy Paws provide pet insurance for dogs & cats, providing great benefits and coverage for new accidents or illnesses. There is no per-incident, annual or lifetime caps on claim payouts, and they make it easy to file a claim; it's as easy as uploading your invoice from your smartphone.

Here's some case studies of their product in real-world use:

• Dog Bitten By Rattlesnake While Hiking
  
• Torn ACL in Dog
• Mandy the Goldendoodle Overcomes Pleural Effusion

REFERENCE VIDEOS: 

• Nationwide - Exemplar of an upbeat way to show the need for pet insurance.
• HABRI - Geared towards pet parents, Healthy Paws target audience.
• PEMCO - Niche audience targeting (in our case we will be targeting pet parents: millennials & empty nesters).
• GEICO - A show of comedy with insurance advertising.

What's a pet parent you ask? If you let your dog sleep in bed with you, you might be one yourself. Pet parents are the people whose pets are legitimately part of the family, who joke that their cute little slobbering furball is their actual child... even when their biological children are in the room. Bottom line, they'd do anything for the health & well-being of their pet.

The goal of this project is to create a playful :30 TrueView video that targets pet parents & drives them to Healthy Paws Pet Insurance to get a pet insurance quote. Although they cover both cats and dogs, this video should only feature dogs.

Healthy Paws is open to both live action or animation. It's important to show joyful and authentic interactions between pets and pet parents that will resonate with viewers. Although Healthy Paws has been around for over 11 years, the pet insurance industry itself is still young, so trust is going to be an important element here. With that in mind, they want your video to emphasize that those who love their pets can trust them, and with Health Paws, focus on getting the best medical care for their cats and dogs without worrying about the vet bill. 

As you brainstorm, think about creative ways to establish trust in the brand. How can you make something serious, like emergency medical care for your pet, play as light and uplifting? If you're a pet parent, what makes you feel more at ease planning for an emergency scenario? What kind of actions or scenarios vividly illustrate what it means to be a dog parent? There's no limit to the lengths pet parents go to to care for their beloved pets. How can you hook the audience in the opening seconds?

Check out more info in the Background section, and feel free to ask questions here in the Project Forum.

DELIVERABLES: Four total deliverables:

• One :30 video (16x9)
• Three alternate :30 versions (16x9). Alternate variations will involve the same characters, locations, and script, and will mostly involve small changes that can be handled in post-production, including changes to CTAs, end-card designs, on-screen text copy, and other minor edits. Additionally, depending on where the creative lands, a version may include a slight variation to the script. This will be decided between the selected producer and client during scripting.

 

TIMELINE: Please find the anticipated timeline HERE, but note that if you are selected, you should consult with your Tongal producer to ensure you are always working off of the most up to date timeline.

 

EXPOSURE:  YouTube. For YouTube TrueView for action best practices please click here.

 

TARGET AUDIENCE:  

• Pet parents. Their pet is akin to a child.
• Millennials & empty nesters
• Dog parents.
• People living in the United States (Healthy Paws operates solely within the United States)

 

TONE: Playful, uplifting, conversational, and light. Bonus points if you can make us laugh!

 

EXECUTIONAL MANDATORIES:

• All dogs must be shown wearing a collar, but NO choke collars.
• Anytime you mention Healthy Paws as #1 you must source this.
• Don’t refer to Healthy Paws as an insurance company, instead, say "The Healthy Paws Pet Insurance Plan."
• Don’t say “our plan” , “we cover” or that “Healthy Paws covers,” instead say “The Healthy Paws Plan Covers."
• Do not include negatives about other brands; they do not wish to engage the competition.
• Using our legally trademarked name “Healthy Paws Pet Insurance” is fine, when used as a brand reference. If used in a sentence to reference the insurance product you must use “The Healthy Paws Insurance Plan.”
• Your video must include these disclaimers in the endcard:
  • Plan coverage varies based on the age of the pet at enrollment and the deductible
    and reimbursement levels chosen at enrollment. Exclusions and restrictions apply. All
    descriptions or highlights of the insurance being provided are for general information
    purposes only, do not address state-specific notice or other requirements and do not
    amend, alter or modify the actual terms or conditions of an insurance policy. Please refer
    to the terms and conditions of the policy, which set forth the scope of insurance being
    provided and address relevant state requirements.
  • Insurance offered by Healthy Paws Pet Insurance is provided by ACE American Insurance
    Company, Westchester Fire Insurance Company, Indemnity Insurance Company of
    North America, ACE Property and Casualty Insurance Company and Atlantic Employers
    Insurance Company and one or more of their U.S. based Chubb underwriting company
    affiliates. Chubb is the marketing name used to refer to subsidiaries of Chubb Limited
    providing insurance and related services. For a list of these subsidiaries, please visit
    our website at www.chubb.com. This communication contains product summaries
    only. Coverage is subject to the language of the policies as actually issued. Surplus lines
    insurance sold only through licensed surplus lines producers. Chubb, 202 Hall’s Mill Road,
    Whitehouse Station, NJ 08889-1600.
    
    

Shooting live action or stop motion? Our priority is ensuring everyone's safety, so 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): A detailed narrative description of what's going to happen in the video. If it's helpful to you, we've provided a treatment template, which you can find here.
  
  
• 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.
  
  
• 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.