REFERENCE VIDEO FOR TONE:

• Snuggle - Every Kind of Snuggle
• Snuggle - Save Your Faves Social Post

KEY MESSAGING/CLAIMS:

• Snuggle helps clothes last longer* 
  • Must include disclaimer: * Snuggle liquid fabric softener over time vs. leading detergent alone.
• Help protect your clothes from wear and tear.
• Using fabric softener in the wash can provide better softness, better freshness, reduce wrinkles and reduce static cling to the fabrics in your cloths, towels, and sheets.

This product will only ship to the United States and Canada, so while you can be based in another country, you must be able to receive the product at a US or Canadian address.

Snuggle and its fabric softening products have been around for over 40 years, with the signature and iconic Snuggle Bear - created by Jim Henson! - as a symbol of the softness and connection that the brand stands for. However, while they're extremely recognizable to many consumers, they're often perceived as a nostalgic children's brand by younger audiences (i.e. "your mom's brand"), so Snuggle has been working to incorporate a more modern and more relevant approach in their messaging to attract new consumers. To that end, they have launched a new "Save Your Faves" campaign to educate audiences about the way their liquid-based fabric enhancing products, SuperFresh and Blue Sparkle, can increase the lifespan of your favorite clothes. 

The goal of this project then is to create a suite of videos that educate consumers about the benefits Snuggle's fabric enhancer products, with the spotlight on liquid fabric softeners and their ability to increase the lifespan of the consumer's favorite clothing, as that's the key driver of "Save Your Faves!" When discussing this, it'll be important to mention the money savings that consumers might see in the long term, since they'll get more wear out of their garments. Apart from the lifespan messaging, Snuggle also wants your videos to mention the immediate benefits that come with using their products, e.g. softer clothes, long lasting freshness, reducing wrinkles, etc. You can find specifics on key messaging and claims in the Background.

This is not about creating a narrative - we're looking for clever, direct, and demonstrative content, but we want it created in a way that feels a little DIY and personal, like a lot of influencer content. We want this to feel polished and professional, but we want to see your unique fingerprints in the videos. It's not lo-fi smartphone-shot content, nor an overly elaborate "commercial" execution. Importantly, they want to see on-screen talent utilizing the product, so that may mean it's a personality-driven piece led by talent, or perhaps it's something made only with close-ups with the talent's hands and arms, and you certainly can have the message of the video delivered through VO, but they're open to strong alternatives. We have to to show the product at work, and demonstrate the emotional and functional benefits of their products, but beyond that it's really the creativity of how you're delivering your message, and the visuals you're pairing with that message, that will be key. The brand may also require the use of light motion graphics and on-screen text. 

Each video 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; as they should not simply be a center-cut reframing.

 

In the Background, you'll find Snuggle's most recent broadcast spot as a reference for tone. This is a great starting place for the overall feel that the Snuggle team likes. We have also included a social post from Snuggles' "Save Your Faves" campaign to give you a feel for the branding, colors, and iconography used. We want to see concepts that work because they surprise, delight, and educate the audience through a clever and creative execution. Snuggle has supplied their brand book and guidelines to assist in crafting your pitch. For any questions or other project updates, check out the Project Forum.

 

DELIVERABLES: There are 9 Total Video Assets. 

• One :60 hero video (16x9, 9x16 Instagram, 9x16 TikTok)
• One :30 cutdown (16x9, 9x16 Instagram, 9x16 TikTok)
• One :15 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
• Amazon Product Page
• TikTok
• IG Reels
• Please review the platform best practices page.

 

TARGET AUDIENCE:

• Consumers who are typically female, ages 25-45, and married with a family, though Snuggle can provide that extra comfort for people at every stage of life.
• Consumers who don't view laundry as a chore, but as a gesture of care, whether for themselves or for their family. They prioritize effectiveness and benefits, and customize their routine to get the smell and feel they want from their clothes.
• Young consumers who believe they don’t need to use fabric enhancers in their laundry cycle.

 

TONE: Exciting, entertaining, uplifting, relatable, wholesome.

 

EXECUTIONAL MANDATORIES: 

• The videos must include some, though not all, of the key messaging and benefits listed in the Background.
• The videos must only feature the liquid fabric softeners (SuperFresh & Blue Sparkle) in use when making the lifespan increasing claim. 
• The videos cannot incorporate sheets or scent boosters as a part of the main story, as those products do not extend lifespan of clothing. However, the videos should include an “Also Try” message, voiceover, to include those other products during the endcard. 
• 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 a glass storage jars. Products must remain in Snuggle® packaging. Only time products can be shown out of storage is when it is in use. 
• If/when showing laundry, you cannot feature any revealing or risqué outfits.
• 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.
  
  
• APPRENTICESHIP ADVISOR (Optional): The Tongal On-Set Apprenticeship Program is an opportunity to support new & emerging talent in production positions with hands-on on-set experience. Please indicate on the pitch submission form if you would be interested in overseeing an apprentice on your production; your answer will neither increase nor decrease the likelihood of your pitch being greenlit. Tongal will cover the apprentice's day rate outside of your project budget, and if you are matched with an apprentice, your Tongal producer will reach out with more information. To learn more about the On-Set Apprenticeship Program and the responsibilities of an advisor, please click HERE.

• 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.