All right Tongalers, it’s time to start thinking about mouthwash, but not just any old mouthwash. We want you to apply your creative powers to Colgate Plax. Plax is one of the most popular mouthwashes in Europe and if you come up with some great Concepts and Pitches these spots could be seen all over Europe. This also means Concepts and Pitches must avoid onscreen dialogue, however, text and/or voiceover are certainly available to help convey the story and messaging.

The key communication point that all Concepts must be centered around is: “Colgate Plax keeps cooling after brushing.”  

Here are some other important things to know:

• This project consists of three phases: A Concept phase, A Pitch Qualification Phase, and a Pitch phase.
• Following the announcement of the winning Concepts, the Pitch Qualification Phase will begin and give filmmakers the opportunity to submit a 500 character or less synopsis of their creative approach, confirm their availability for production, and provide samples of their previous work. Five Pitch Qualification winners will be selected to move forward into the Pitch Phase and awarded $1,000 each to complete a Visual Treatment (see template here), Storyboards (see template here), Pitch Video, and Scripts to further develop their Pitch. 
• At the end of the Pitch Phase, the sponsor will test the Pitches then determine if they will move into production. Should they elect to produce a Pitch the estimated budget will be approximately $50,000.

Please read the remainder of the brief for all of the essential information.

The goal of this project is to create a 10 second broadcast spot along with digital versions for Colgate Plax mouthwash to air in the United Kingdom and other countries within the European market.

--Key Marketing Messages:   “Colgate Plax keeps cooling between brushing.”  (Clarification note on the meaning of the word "cooling": The UK Plax definition of "cooling" means "refreshing.")

--Target Audience: 

• 25-40, mainly urban and outgoing (primarily millennials).
• They are highly motivated to be their best selves and this can be seen as a route to a greater engagement in the world.
• They are upbeat and optimistic and desire connection with others, and being part of something bigger than themselves.

--Executional Mandatories:

• Spots must mention Colgate Plax at least 1 time.
• Product must be displayed and Cool Mint must be featured.
• Must show application use (gargling).

--Tone: Positive, optimistic, and a little playful. The Colgate brand is a dynamic, cheerful and optimistic brand. The creative ideas should convey a positive message. 

--Exposure: Broadcast and digital in the UK.  Digital for France and Italy with the possibility of expanding to other European markets.  Will also need 4:5 versions for Facebook.

In the event a Pitch is greenlit into production the approximate budget will be $50,000.

Product: Colgate will provide product to the Pitch winner.  Please use this link for packshot of products (also in assets tab).

Facebook Best Practices

• Design tight stories that answer the questions: “What is it?” “Why would the audience care?” and “Why would the audience share?”  Usually these are the three answers…
• “Oh that’s so me” – the video is relatable.
• This video made the viewer feel something, and they want to share the emotional gift.
• Resonates with a belief of the viewer.  This video explains it better than they could.

• The first few seconds are the most important so consider leading with a hook, or telling your story in a non-linear manner. The introduction to the video is critical, and slow builds do not work in the Facebook platform. You might also consider using a "Trailer" approach with 2-3 lines of copy up front to frame/present the video.

• Don’t Bury the Lead. Introduce the brand in the first 3 seconds, however, the brand should be introduced cleverly and NOT via a standard product beauty shot.

• Storytelling needs to be driven by visuals so you should be able to convey the important parts of the story without relying on sound at all. Tell visually engaging stories, and try to give your video a constant rhythm. Use text graphics, new frames, characters and settings to move the story forward. It is recommended that something visual happens every 3-5 seconds.

• Shoot your Video with a 1:1 square aspect ratio in mind. Don’t put yourself in a position where you’re cropping out important visuals in post-production because you shot in 16:9 or widescreen. Embrace the format.

• Use a Call-to-Action to invite people to a website or follow a hashtag.

• Review your edits on a mobile device.  You really need to do this because 90% or more of the audience will be viewing your video on their phone.

This Project will be worth a total of $6,500 and consists of 3 Phases: A Concept Phase, a Pitch Qualification Phase, and a Pitch Phase. Be sure to read the following information carefully as well as the Official Rules.

The Sponsor will determine whether it will elect to produce the winning Pitches.  

PHASE 1: CONCEPT – Tell us your Concept for a 20 second broadcast spot for Plax mouthwash in 500 characters or less.  Please keep in mind the spot is primarily intended for the United Kingdom but Plax would like to utilize across different European markets, e.g. France and Italy, so spots can have no onscreen dialogue.  Voiceover and text are certainly options to help convey your story and the messaging. 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, Concept should be clever and engaging. Three winning Concept creators will receive $500 each. 

PHASE 2: PITCH QUALIFICATION - 

Attention Filmmakers: This project will include a Pitch Qualification Phase which gives filmmakers the opportunity to submit a 500 character or less synopsis of their creative approach, confirm their availability for production, and provide samples of their previous work. Up to five Pre-Pitch winners will be selected to move forward into the Pitch Phase and awarded $1,000 each to complete a Visual Treatment (see template here), Pitch Video, and Scripts to further develop their Pitch. 

At the end of the Pitch Phase, the sponsor will test the Pitches then determine if they will move into production. Should they elect to produce a Pitch the estimated budget will be approximately $50,000. Please note that Pitch Qualification winners are not guaranteed to be greenlit into production. If you have any questions about Pitch Qualification, please post to our Forum or reach out to us at info@tongal.com.

Based on one of the winning Concepts, write a synopsis of your narrative concepts and technical approach for the final Videos and confirm your availability for production.

• Pitch Synopsis (REQUIRED) – In 500 Characters or less summarize your story and technical approach to the final Video(s) and sell the Sponsor on your creative vision. 
• 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.

PHASE 3: PITCH - If you are selected as one of the Pitch Qualification winners 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 Concepts from the previous Phase using:

• Text: 500 characters or less synopsizing how you plan to approach and execute these Videos.

• Links: 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.

• Treatment: A detailed narrative description of what's going to happen in the videos, including the cut downs and how you plan to ensure the videos are tailored for the European market. We provided a Treatment template, which you can find here.  Please note that this document requires you to provide visual references to help articulate your vision.

• Scripts: This should include dialogue and or VO from the video you intend to create. 

• Storyboards: Additional concept art, storyboards, shot list, anything that helps get your point across. You can download the Tongal storyboard template here.

• Pitch Video: 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, animatic, etc. are welcome.   

Please note the sponsor is entitled to revisions on all Pitches without additional compensation.

For an example of an effective Pitch video, check out The Indie Machines winning “3 Artists & 5,000 LEGOs” Pitch video. 

--Music:  Tongal has partnered with two premiere music providers for this project: Jingle Punks and Epidemic Sound, any of which can be used to source music for your Pitch 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. 

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 AN 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. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.

5. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.

6. 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.

7. Submissions must be in the English language.

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. 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.

12. The Sponsor will be entitled to reasonable revisions on the Pitches without providing additional compensation. 

13. 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.