SmartStyle is a full-service hair salon located inside Walmart that provides a welcoming and relaxing experience with friendly, professionally trained stylists who give customers the look they want at an affordable price.

Working with Tongal, SmartStyle is looking to create suites of short-form videos (under 60 seconds) featuring topics from the Advice section of their website such as:

Filmmakers will be creating videos based on the following concept:

Style in Seconds with SmartStyle: This series of videos will provide tips-and-tricks to women for styling their own hair. Keeping in mind that these are women who want to look stylish and put-together, but don’t necessarily have time for a full-beauty routine on a daily basis. SmartStyle guests tend to prefer classic haircuts and functional styles and are less likely to adopt the latest hair trends. We’re hoping to give them ideas for how to pull off looks that help them feel good about themselves, but not take so much time away from their day and their families. The videos could include products carried at SmartStyle and commonly used hair tools, but presented in a time-saving manner.

The Key Marketing Objectives are:

Engage existing SmartStyle social followers with relevant content that delivers on easy, time-saving style.
Position SmartStyle as a professional, quality haircare salon (and help dispel it’s a Walmart employee cutting hair in the salons).
Spike interest and awareness in the SmartStyle brand.

So, if you think you’re a cut above the competition, please read below for more information:

This is an open bid project and you will need to submit your proposed budget per episode along with your treatment.
In this project the Sponsor will determine how many submissions it will select, if any.
We’re looking for video treatments that could be executed quickly.
The client will have hair approval for any on-screen talent.
The videos must feature the talent doing her own hair; no stylist or artistic directors will be on camera (unless they are the talent themselves). The videos should have a simple, airy setup and the vibe should be uncomplicated.
SmartStyle is looking for authentic, real-world environments vs. highly produced, commercial-grade video.
When thinking about the on-camera talent, consider that SmartStyle’s voice is a trusted female friend or neighbor who you know will support you and help you feel good about yourself. It’s not a too-cool, too-trendy hair-fluencer who talks down to the viewer, or uses too many industry, jargon-y terms.

What to Submit in Your Pitch:

Links to your past work.
Treatment giving a detailed narrative description of what each SmartStyle video will be about.
Proposed Budget per Episode (*See Budget Template in the Assets Tab): Instead of us dictating your budgets, we’re looking for you to let us know the amount you need in order to execute your video. Please provide explicitly how much you need. Budgets should fall between $500 and $1,000 per video. Your budget proposal is subject to approval if your pitch is selected. Please consider the most economical way to produce your video.

Inspiration:

Do It At Home: https://www.facebook.com/thedrybar/videos/10155051925732362/
Authentic How-Tos: https://www.facebook.com/thedrybar/videos/10154355241402362/
Reasons to Dry Bar: https://www.facebook.com/thedrybar/videos/10155049632752362/
In Salon Brand Offering: https://www.facebook.com/thedrybar/videos/10154650563667362/
Anniversary Sale: https://www.facebook.com/thedrybar/videos/10154384759247362/
DIY with Product: https://www.facebook.com/TheOuai/videos/513203772358491/

Objectives

The goal of this project is to create suites of short-form videos (under 60 seconds) featuring topics from the Advice section of the SmartStyle website.

PRE-PRODUCTION NOTE: This project includes a Pre-Production Phase (What is a Pre-Production Phase?). This means you will be required to submit certain items for approval before moving onto the Video Phase. The approval items for this project are:

HEADSHOT/HAIR - This project requires headshot/hair approval before filmmakers move onto the Video Phase. You must submit at least two actor options per role. If the brand does not approve either of your options for a role, you may be asked to submit two new actor options.

LOCATION - This project requires location approval before filmmakers move onto the Video Phase. This means you will need to submit multiple images of your primary filming. The brand may provide feedback on your location and ask you to submit additional photos or to find a new location and submit images for that.

WARDROBE - This project requires wardrobe approval before filmmakers move onto the Video Phase. You will need to submit descriptions and/or pictures of your cast’s wardrobe. You must submit at least two wardrobe options per role. If the brand does not approve either of your options for a role, you may be asked to submit two new wardrobe options.

IMPORTANT: No filmmakers may begin shooting their video until all approvals are completed and the Video Phase has officially begun. If you begin shooting your video during the Pre-Production Phase, there is a chance you will need to reshoot (at your own expense) so please don’t jump the gun.

If you’re selected as a pitch winner, a Tongal producer will email you to help walk you through the pre-production and approvals process.

--Target Audience:

Women under 45 who shop at Walmart and seek to efficiently get through her to-do list and wants to stretch her dollar in every way possible.
Women tend to be younger (46%, 21-34) with the majority clearly under 45.
These are hardworking, family oriented people who are frequently shopping in Walmart for everything from cleaning products to groceries to supplies and presents for the next holiday. Their To-Do list is constantly growing. They look for ways to stretch a dollar and squeeze one more minute out of the day. It’s hard to think about taking a moment for themselves to relax while getting a haircut or color service.

--Executional Mandatories:

Videos must include:

SmartStyle Hair Salons Logo Watermark
Title card with URL
You must also provide closed captioning with your video in WebVTT format.

--Brand Values: Friendly, Warm, Welcoming, Confident, A Good Listener, Helpful

--Exposure: SmartStyle social media channels: Facebook, Instagram and YouTube as well as the SmartStyle website.

Details

This is an open bid project and consists of a Pitch Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: PITCH - Submit your pitch (What is a Pitch Phase?) convincing the sponsor why you should be selected to execute a series of SmartStyle videos using:

Text (REQUIRED): 500 characters or less synopsizing how you plan to approach and execute the series of videos.
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.
Treatment (REQUIRED): A detailed narrative description of what each SmartStyle video will be about.
Proposed Budget per Episode (REQUIRED): Instead of us dictating your budgets, we’re looking for you to let us know the amount you need in order to execute your video. Please provide explicitly how much you need. Budgets should fall between $500 and $1,000 per episode. Your budget proposal is subject to approval if your pitch is selected. Please consider the most economical way to produce your video.
Pitch Video (Optional): This is your opportunity to show us 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 an example of an effective pitch, check out The Indie Machines winning “3 Artists & 5,000 LEGOs” Pitch video.

Requirements

1. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information about 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 PITCH 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 the sponsor.

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

Background

Objectives

Details

Requirements