TAGLINE: Great Clean. Smart Value.

KEY MESSAGING:

• Whitening & Brightening
• Powerful Clean
• Tough on Stains
• Lasting Freshness

 

REFERENCE VIDEOS FOR TONE: 

• Purex^® Plus Oxi | Embrace the Sweet & Messy Moments
• Purex^® "Bright Clean, Smart Value" TVC

In the current economic environment, consumers have to make tough decisions about the priorities on their shopping lists, so they've become more and more savvy about the brands that give them the most bang for their buck, and that includes laundry detergents. Luckily, Purex has been a staple value-brand for over 100 years, consistently offering consumers a reliable and powerful clean without breaking the bank. We need to pass that message on, and let the value hunters out there know that there’s one less hard decision they have to make. Purex wants to spotlight their offering to consumers as an affordable option while also touching upon their long history of doing so.

 

The goal of this project is to produce a live-action video for Purex Mountain Breeze that is entertaining and eye-catching enough to be used on vertical social platforms, like TikTok and Instagram Reels, while still being educational and informative so it can work on their brand website and Amazon product page. The brand wants to let their consumers know there is an affordable option that provides a quality clean, while hopefully giving them some peace of mind while they navigate this economic environment. Importantly, while talking about the economy is a serious topic, the sponsor wants to keep an optimistic and upbeat tone, and you shouldn't dwell on that point. 

This is not about creating a narrative - we're looking for clever, direct, demonstrative, influencer-style content. It may be personality driven, but it's not mandatory that you feature on-screen talent. Casting on-screen talent and VO will depend on the creative execution. They want to show the product at work, and demonstrate that Purex offers a powerful clean at an affordable price. It's about how you're delivering that message and what visuals you're pairing that message with that will be key. We want this to feel polished and professional - it's not lo-fi smartphone-shot content - but we don't want an overly elaborate "commercial" execution. The brand may require the use of light motion graphics and on-screen text. 

It'll be helpful to check out the two reference videos for the tone that Purex is looking for included in the Background section; both are examples of the upbeat, playful feeling that Purex aims to capture with these videos. We want to see concepts that work because they surprise, delight, and educate the audience through a clever and creative execution. 

Each video, including cutdowns, should have a 16x9 version as well as two 9x16 versions (one formatted for TikTok, and one for IG Reels). While the cutdowns can be created with direct pulls from the main hero videos, some thought should be put into how the 9x16 versions will be optimized for vertical with their respective safe-zones as they should not simply be a center-cut reframing. 

For any questions or other project updates, check out the Project Forum.

 

DELIVERABLES: There are 9 Total Video Assets.

• One :30 hero video (16x9, 9x16 Instagram, 9x16 TikTok)
• One :15 cutdown (16x9, 9x16 Instagram, 9x16 TikTok)
• One :06 cutdown (16x9, 9x16 Instagram, 9x16 TikTok)
• Note: While the 9x16 Instagram and TikTok videos can be the same creative, they should be formatted separately for each platform's respective safe zones, which may change the positioning of text, graphics, or other key visuals.

 

TIMELINE: HERE.

 

EXPOSURE:

• Brand Website (Hosted by YouTube)
• Amazon Product Page
• TikTok
• IG Reels
• Please review the platform best practices page.

 

TARGET AUDIENCE: The Value Hunter:

• They consider themselves laid-back and choose comfort over style. When it comes to cleaning products, they try to find discounts or deals. Laundry is not something they put a lot of effort on, they just do it. The clothes they wash tend to only be lightly dirty and tend to wash everyone's clothes the same. 
• Their laundry decisions really come down to price and value. The ingredients, whether it's good for the environment, and what the package looks like doesn't matter. They think detergents are pretty much the same and are drawn to discounts. Fabric softeners? They think it's excessive to spend money on them. They think their laundry feels and smells fine with detergent alone.

TONE: Entertaining, optimistic, informative, clever, unexpected, playful, witty, upbeat, engaging.

 

EXECUTIONAL MANDATORIES: 

• No "Before and After" shots of stains can be shown. 
• Must use the client provided Purex Mountain Breeze packaging/product.
• There should be focus given to highlighting the affordability aspect of Purex.
• The products should never be filmed unattended with pets or children in the frame.
• The products should be stored out of reach from children and pets.
• The products cannot be shown in any alternate use cases or DIY storage solutions, like a fancy container or glass storage jars.
• Products must remain in Purex^® packaging. The only time products can be shown out of storage is when it is in use. 
• The product packaging and colors cannot be altered in any way. This includes when filtering an image or adjusting different settings (brightness, contrast, etc.). Product labels must be legible from left to right, with the label in clear focus.
• Products cannot be featured in or around consumable products like food or beverages. 
• You cannot film in a kitchen unless it is clearly where the laundry machines are, and you are not showing the product as being stored alongside food/cooking products.
• When showing people, they cannot wear clothing with team logos, product logos, retailer logos, slogans, or other messages visible.
• No direct or indirect comparisons to competitors.

By participating in this project, creators acknowledge that the Sponsor is under no obligation to greenlight a bid. Though most projects on our platform do move forward with a greenlit bid, we will notify you in the event the Sponsor decides not to fund any bids via the project forum. Regardless of the result, all submissions will be reviewed and evaluated by the Sponsor and the project team.

 

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 produce the content listed out in the Deliverables.
  
  
• TREATMENT (REQUIRED): A more detailed and specific description of how you propose to execute all of the content listed out in the Deliverables, both in terms of what we can expect to see, and how you’ll make it. 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.