Sometimes, your life feels like it’s moving at a million miles a minute. You wake up early; you stay up late. Your van turns into a kid taxi, and your laundry is stacked on your dining room table. But it’s OK because this—this chaos—is where YOU thrive.

You smile when you serve carrots without a kid-meltdown. You cheer when you make it to soccer before the game starts—with both cleats. You post pics from your late-night book clubs (did you even talk about the book?). You fist pump when you show up 30 seconds before you have to pay the late fee for daycare. But you’re not naive. You know there’s more to come.

With ZonePerfect Nutrition Bars, you’re ready for whatever challenge comes next—wherever and whenever that may be. So, you take a bite and live in the moment. You choose to accept. You choose to laugh. You snack, and then you rally. As crazy as life can be, it’s yours, and you’re going to make the most of it.

 So let’s capture this feeling and share it – the New Year’s coming and someone’s going to need to snack and rally if they’re going to stay true to their resolutions. Check out more in the details below…

The goal of this project is to create a funny, smart, and relatable 30-second Video accompanied by a 15-second cut-down, 3 GIFs, and 5 still images, all of which will help busy female consumers “Snack & Rally” by introducing them to ZonePerfect Nutrition Bars. As we head into the New Year and the New Year’s resolution period, your Video should connect with that “new year, new you” mindset, and do so in a way that is encouraging and empathetic. This does not meant that your Video should be “seasonal” or center on the New Year’s Eve holiday – it’s the sentiment and spirit that’s important, not the time of year.

Visually, we can explore and showcase a literal “snacking” occasion in which the consumer might need to snack and rally, which might incorporate some of the scenarios that we touched on above, but this should NOT be a straightforward narrative about a woman with a busy day. It’s incredibly important that we dig deeper here, empathize with the challenges that these consumers face, and really get into their mindset. Elevate your story and make it feel unique and creative.

Your 30-second Video can incorporate sound and be driven by dialog, but your 15-second cut-down should be optimized for Facebook.  More information on Facebook optimization is below.

For some creative inspiration and a good representation of the tone and voice that ZonePerfect is looking for you to capture, consider the below - and remember, you can submit up to 5 Pitches, so it may be worthwhile to explore different creative approaches with more than one Pitch.

• Kristen Bell / The Samsung Home Appliance Campaign - she’s a new mom, trying to balance so much while being a “good mom,” and each spot showcases her balancing act, and how she goes with the flow to get things done.
  • https://www.youtube.com/watch?v=ic-_tnRzRHw
  • https://www.youtube.com/watch?v=DlqAvSXX6fA
• “Bad Moms” – the tone and edge of this movie aren’t appropriate, but the situational examples are a good representation of the chaotic world of moms. The trailer, linked below, captures many “mom moments” in real life situations, without feeling like it’s preaching to Moms, especially for the first 57 seconds of the trailer before they go all "bad moms." They like the incorporation of working moms, and creating a sort of “mom cult” element without, again, being too “in your face” about it.
  •  https://www.youtube.com/watch?v=iKCw-kqo3cs
• “This is 40” & Leslie Mann’s character – Leslie Man’s character is quite relevant here, and captures the demeanor of the relatable Mom that we’re trying to target.
  • https://www.youtube.com/watch?v=FZJ58ARypOQ

NOTE: Do NOT use the existing ZonePerfect Snack & Rally spot to inform your creative approach, your tone, or your voice. Take your Video in a NEW and different direction. 

 

FACEBOOK & GIF OPTIMIZATION: Your 15-second cut-down is specifically designed to run on Facebook, so you should consider the best practices below. Most of these also apply as best practices for your GIF:

• 85% of Facebook video is watched without sound, so you should be able to convey the important parts of the story without relying on sonic devices at all, and be able to carry the emotional weight and communicate the core message as much through cinematography, editing and filmic devices, as in whatever narrative you many incorporate.
• 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 on-screen text to capture the audience’s attention, communicate key messaging, and contextualize what they’re about to see. Don’t be afraid to use lots of bold on-screen text if it makes sense, but deploy it in a creative way – more than white text in the lower third.
• You only have 3 seconds to grab someone’s attention or create what Facebook calls “Thumb-stopping creative” that will encourage your audience to continue watching. This means leading with some striking imagery that will catch a person’s eye from the very beginning.
• Consider non-linear storytelling by leading with a hook in those first few seconds.
• Include branding in the first 3 seconds, and include branding often, if possible, after that. Use brand colors, themes, and associated imagery that can help people connect your Video to the brand.

 

PRE-PRODUCTION NOTES: This project includes a Pre-Production Phase (What is a Pre-Production Phase?) before the Video Phase. This means you will be required to submit certain items for Approval before you are able to move into Video Phase. The Approval items for this project are:

 

• SCRIPT – You must submit a full Scripts, including all action, dialog, on-screen text, and any V.O. that is present. The brand may provide feedback on your Script and ask you to submit a new version. There may be multiple rounds of feedback until a Script is approved by the brand. 
• CASTING – 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.
• WARDROBE - You must 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.

--Deliverables Due: Owing to the hectic nature of the season, your 30-second Video and 15-second cut-down are to be delivered BEFORE the winter holidays, while your 3 GIFs and 5 Stills are to be delivered in the New Year. That means that at the close of the Video Phase, you will be responsible to deliver, as separate submissions:

• One 30-second Video
• One 15-second cut-down

After the winter holidays, you will be additionally responsible to deliver, as separate submissions:

• Three GIFs
• Five Photographic Stills

--Key Marketing Messages:

• “Snack & Rally”
  • “Snack” is the occasion, and “Rally” is the emotion. “Snack” sets up the tension and introduces the solution (ZonePerfect) while “rally” celebrates the perseverance and pays off the emotional benefit.
• A snack choice you can feel good about with the perfect combo of:
  • Unmatched great taste (primary)
  • No less than 10g of protein (primary)
  • Unique blend of 19 Vitamins & Minerals (secondary)

--Key Takeaway: We’re on the same page. We’re relatable and empathetic, and we’re with you. You have so much going on and we know you don’t have time to pack carrots/hummus. Sometimes you want a cookie. We’re there with indulgent tasting bars, full of protein, vitamins and minerals to keep you satisfied all day long. ZonePerfect tastes great and can help fill you up so that you can accomplish all your day has in store.

--Target Audience: Primary demographic target is the “Optimistic Life Reveler,” which is female (69%), and tends to be older (73% are 35-54, 28% are 24-34). Moms (working and non-working) are a key focus, and young moms are a critical point of entry. In terms of attitudes, your target:

• Has healthy desires, but won’t compromise on taste
• Uses nutrition to satisfy, manage energy, and de-stress/feel well
• Aware of, but not avoidant of, processed foods
• Seeks daily wins; seeks tools and easy ways to accomplish daily goals
• Typically unengaged in cultural wellness trends; exercise aspirations are around looking good vs. feeling “fit”

--Executional Mandatories: 

• Situations should be relatable to Winter activities and the New Years / New You mindset that we see in the first few months of the year.
• Brand MUST be apparent in the first few seconds of the video (either through intro or through product integration)
• Note: Single bar from far away is not enough; we need to clearly see the brand
• MUST see/hear reinforcement of great taste
• MUST avoid a tone where the consumer would perceive us as making fun of her
• No diet shaming
• You CANNOT show anyone eating more than 2 bars in one sitting
• You CANNOT show anyone freezing a bar

--Tone: Funny, smart, and honest; relatable and authentic; encouraging, but not cheerleader-y;  You need to talk TO the audience, not AT her. Your Video should feel empathetic and express an understanding of the consumer’s situation without being presumptive. You need to walk a very fine line between being able to have the consumer relate to your Video vs. feeling as if we’re making fun of her or talking down to her. Check out the Video links above for more on all of this.

 

--Product: The brand will send samples of Chocolate Peanut Butter, but you should also note that the bars are available nationwide at major retailers like Kroger, Safeway/Albertson’s, Target, Amazon, and Costco.

 

--Anticipated Timeline: Note that this is only a tentative timeline, and is subject to change.

• PART I
  • Pre-Production: November 17 - November 23
  • Video Phase: November 23 - December 12
  • First Cut Videos Delivered to ZP: December 12
  • Editorial Feedback from ZP: December 14
  • Revised Videos Delivered to ZP for Finalizing: December 19
  • Final Tweaks & Edits Requested & Executed: December 19-20
  • Final Videos Delivered to ZP: December 20
• PART II
  • GIFs & Photo Stills Delivered to ZP: December 29
  • Editorial Feedback from ZP: January 3
  • Final GIFs and Stills Delivered to ZP: January 6

This Project will be worth a total of $40,000 and consists of 2 Phases: a Pitch Phase, and a Video Phase. Be sure to read the following information carefully as well as the Official Rules.

 

PHASE 2: PITCH - Submit your Pitch (What is a Pitch Phase?) convincing the Sponsor why you should be selected to execute a Video that unique answers the challenge presented by this project. There is no Idea Phase, so it’s up to you to be creative. Detailed treatments are encouraged.

 

• Text (REQUIRED): 500 characters or less synopsizing how you plan to approach and execute this Video.
• 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.
• Headshots/Casting Boards (Optional): Casting notes or concepts, headshots of actors, etc.
• Treatment (Optional): A detailed narrative description of what’s going to happen in the 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.   

 

The most compelling Pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, that filmmaker will receive $18,000 to help create their Video.  Additionally, upon submitting Videos that satisfy the criteria laid out in your winning Pitch, the Pitch winner will also be GUARANTEED payment in the subsequent Video Phase.  So, if your Pitch is selected and you execute your Pitch effectively in your Video submission, you will win an additional $22,000. There are no residuals on this project. For an example of an effective Pitch, check out The Indie Machines winning “3 Artists & 5,000 LEGOs” Pitch video. All Pitches will remain private until after the winner of the Video Phase is announced and the Project is complete.    

 

PHASE 3: VIDEO – The Winner of the Pitch Phase will create a 30-second Video with a 15-second Cut-down, along with 3 GIFs and 5 Still Images. These are ALL due at the close of the Video Phase. Please upload them as separate videos when submitting your Videos.

 

--Video Phase Payout: The Winners of the Video Phase will earn $22,000.

 

--Music:  Tongal has partnered with three premiere music providers:  JinglePunks, Killer Tracks and Epidemic Sound. Any of which can be used to source music for your Video 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.

Tongal members interested in a custom music solution for your project are invited to connect with SCORE A SCORE. They specialize in the creation of custom music, on-demand. Their business model is based on a "name your price" system, so you can tell them what your budget is, and they will work with you to create a deal configuration that will work within the discussed parameters. Check out the FAQ for more information and how to contact SCORE A SCORE.

 

If you are selected as a winner and choose to use custom/original music, you must fill out and submit our Music Release Form. If you obtain music from other catalog providers, you must purchase the appropriate license at your own expense and submit it with our Music Release Form when you turn in your Video paperwork.

--Referral: Any Tongal member who refers one of the winning Video creators in this Project using the Tongal “Invite Friends” functionality will receive a referral fee equal to 5% of the amount won, up to $500 per place. Check out more about our Referral Program in FAQ.    

1. The Videos MUST not exceed 30 seconds in length. 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 you win, 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. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.

 

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

 

7. 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.

 

8. Videos must be in the English language or subtitled. 

 

9. Limit 5 submissions per member, per Phase.

 

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

11. In the event that fewer than 50 Pitches are received, the Sponsor reserves the right to repost the contest for up to fourteen (14) days at their discretion.

12. 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.

13. 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.

14. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, winning Video creators MUST also provide Talent, Location, Music (or other) Releases for all assets appearing in their winning 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 prize.

15. 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.