Just like you shouldn't feed your baby that big 'ol rack of juicy pork ribs, you shouldn't feed your puppy that dog food meant for big 'ol slobbering papa Duke. Babies and puppies have special needs, and puppies should eat puppy food! This is something that our Mystery Sponsor wants puppy owners to remember as they roll out a Video campaign for a brand new puppy food product, and so we're asking you, Tongal, to come up with some creative and engaging ways to do that.

 

Now, when we say creative, we mean creative. This isn't about a straightforward spot with a few tidbits of nutritional facts and delicious ingredients, this is about finding a big original Idea that's going to captivate an audience and sow the seeds of a shareable and serialized or episodic series in a bigger campaign. Past campaigns have been about more than the basic fact that pets need to eat - they speak to our unique relationships with our pets in imaginative ways, and they show us that when they're eating the right food, they live happier and healthier lives, and that in turn helps us live happier and healthier lives.

 

Before you go any further, since talking about puppies is not as rewarding as looking at them, here are some pictures of puppies. Once you've gotten your awwww out of the way, check out below for more details and some specfic guidance...

The goal of this project is to create Ideas for a Video that is original, positive, shareable, and has the potential to be extended as a serialized or episodic campaign. It could be anywhere from 30-seconds to 2-minutes, and there's a wide variety of approaches and tones that you can take, from cute and emotional real-life narrative to playful and scripted social experiment or offbeat tongue-in-cheek comedy. Have fun with it, and don't be afraid to think outside the box. 

 

--Key Marketing Concepts:

• Puppies have different dietary needs than adult dogs and puppies should be fed puppy food.

 

--Executional Mandatories:

• Puppies must be involved. And yes, that was a great sentence to write. 
• Puppy food must play a role in the story; this should not be a great Video that is merely "sponsored by" the brand without featuring it.
• Safety around animals is paramount.
• The brand does not appreciate dressing animals up, or humanizing them via other means.
• If a cat is involved, it needs to be involved in a positive way; should not be cat vs dog in a negative manner.
• Brand comparisons are not appropriate; i.e. comparing and contrasting or doing a food test.
• Showing responsible pet owners is key. 

 

--Target Audience:

• Responsible, adult puppy owners; it's a broad category, but generally under 21 is not for this brand.  

 

--Tone: 

• Positive, engaging. Can be funny, ironic, sweet, emotional; cute is fine, but goofy cute or over-the-top girly cute is off.  

 

--Exposure:

• The Videos are intended to be shareable, so exposure is predominantly digital but may also extend to TV.

This project will be worth a total of $750 and consist of one Idea Phase. Be sure to read the following information carefully as well as the Official Rules.

  

PHASE 1: IDEA PHASE – Submit your Idea for a Puppy Food Video in 140 characters or less. Remember, an Idea (What is an Idea Phase?) is not a detailed outline, it is a spark of inspiration. The three (3) winning Idea Winners will receive $250 each.

1. The Ideas MUST not exceed 140 characters in length.

 

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. 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. Limit 5 submissions per member, per Phase.

 

8. You must be at least thirteen (13) years or older to enter.

 

9. 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.