SPONGEBOB SQUAREPANTS: SpongeBob SquarePants is an animated series created by marine science educator and animator Stephen Hillenburg. The series chronicles the adventures and endeavors of SpongeBob and his aquatic friends in the fictional underwater city of Bikini Bottom. The fifth-longest-running American animated series, its popularity has made it a media franchise with over 100M social fans. It is the highest-rated series to air on Nickelodeon.

• SpongeBob Instagram
• SpongeBob Facebook
• SpongeBob Twitter

 

REFERENCE VIDEOS FOR INSPIRATION OR TONE: 

• One SpongeBob Fan's Hand-y Work
• SpongeBob Snowmen
• SpongeBob Puppets
• SpongeBob 2020 Recap
• SpongeBob Human Verification Test
• SpongeBob Reenacted by Gloves
• SpongeBob Reference Test
• Recycling SpongeBob Style
• Patrick as Venice
• SpongeBob Sand Song

What do SpongeBob SquarePants and JLo have in common? Neither has aged a bit since 1999. Yup, with nearly 22 years of TV experience under his belt and 3 movies, SpongeBob still looks pretty darn good! Actually... all of the Bikini Bottom residents you know and love have kept their youthful glow.

What's their secret? Eating lots of Krabby Patties? Perfecting the "art of doing nothing" with Patrick? Practicing the clarinet with Squidward? Maybes it's something in Bikini Bottom's water? No matter what their secret is there's no denying that SpongeBob and his friends are iconic, ageless, characters loved by kids and adults alike around the world.

Working with Tongal, Nickelodeon wants to create a social video and accompanying still image that celebrates the SpongeBob SquarePants universe and its fandom in a fun, silly, and thumb-stopping way that resonates with a global, multi-generation audience and keeps the iconic characters relevant and relatable. We're looking for content that will lead to a smile, and ultimately increased love for the show.

The ask is fairly wide open (and we mean it!). Maybe a stop-motion build of a SpongeBob snowman? An astrology chart tied to the main characters (believe it or not, Squidward is a Libra and NOT a Scorpio)? The iconic theme song performed by water pipes? The possibilities are endless! What we're looking for is creative, social-first content that will connect SpongeBob and friends to their fans. One thing we do want to call out: the accompanying image should be different and distinct from the video (so not just a still pulled from it) - and the two assets should be creatively cohesive. 

Check out the Background section for examples of past social videos for inspiration, and if you have any questions, ask away in the forum.

DELIVERABLES: There are 6 total deliverables.

• One up to :60 social video (16x9, 1x1)
• One up to :15 Instagram Reels video (9x16, 4x5 safe)
• One static image (4x5, 16x9)
• Optional if your creative execution calls for it: One up to :60 TikTok video (9x16)

 

TIMELINE: For the full project timeline please see the Assets section.

 

EXPOSURE:

• Instagram, Facebook, Twitter, TikTok (if applicable)
• Please review the platform best practices page.

 

TARGET AUDIENCE: 

• SpongeBob SquarePants and Nickelodeon fans of all ages. 
• Please note for Instagram the biggest demographic is 18-24 and for Facebook, the biggest demographic is 25-34.

TONE: Positive, silly, inspiring, and fun!

 

EXECUTIONAL MANDATORIES: 

• Pitch winners will have access to all SpongeBob songs, including the theme song and show clips. However, if you use any of those assets you will need to create a separate 9x16 version of the asset for TikTok, as you cannot put original audio or talent voice on that platform.
• SpongeBob and the other characters of Bikini Bottom do not know that they are on television or that they are famous. They should not act like movie stars or be aware of their worldly iconic status. 
  • For example: Vamping and silly antics (like wearing sunglasses and a tux) are ok, but SpongeBob should not say things like "I'm a movie star” or acknowledge his presence on social media (“so many followers, so little time”).
• SpongeBob characters can be aware of the "real" world and/or placed in a photographic environment that is identifiable, but should never appear to endorse a product, corporation, service, entertainment property, or locale.

• The surface world exists to the characters of Bikini Bottom, but they are ignorant to specifics of geography, landmarks, and pop culture.
• Characters should be kept in an aquatic environment because taking them out of water feels unnatural for the characters and their world. For example, SpongeBob could be placed in a Hawaiian water scene, provided he is clearly underwater or within a bubble.
• Keep in mind the characters’ relative scale to the real world.

• Your videos MUST have baked-in subtitles for any dialogue or VO.
• Any form of still image is acceptable: drawings, sketches, paintings, collages, manipulated photographs, digital renders (2D or 3D), in color, or in grayscale.
• Your content should be suitable for children.
• Your content must not include third-party materials (i.e. artwork, logos, photographs, etc.).

 

OPEN BID: 

• This is an open bid project, so you will get to set your own budget proposal for your suite of content up to $3,000. 
• By participating in this open bid project, creators acknowledge that the Sponsor is under no obligation to greenlight a bid. Though most open bid 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 open bid 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, and we're now requiring a COVID safety protocol plan for all relevant productions. 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): 500 or fewer characters synopsizing how you plan to approach and execute this suite of content.
  
  
• TREATMENT (REQUIRED): A detailed narrative description of what's going to happen in your suite of content. 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.
  
  
• BID (REQUIRED): This is an open bid project, so you’ll get to set your overall budget proposal. The Sponsor would like each producer to create all of the assets listed in the Deliverables section with a total budget up to $3,000. If relevant, please ensure that your budget factors in appropriate COVID safety protocols (i.e. testing, PPE, cleaning supplies, backup talent, etc.).

• COVID PROTOCOL (REQUIRED FOR LIVE-ACTION APPROACHES): Please let us know your team’s COVID safety protocols for production. If you’re doing everything yourself, or your team will be working 100% remotely, let us know that this won’t apply. Otherwise, at the very minimum, your safety plan must include information about:
  • What city and state you plan to film in
  • Whether you are filming interiors or exteriors
  • Approximately how many people you plan to have on set
  • How you’ll account for testing, PPE, and distancing on set
  • How you’ll handle talent and backup talent, including any hair, make-up, and wardrobe needs
  • Whether you’ll have a dedicated compliance officer on set
    
    
• SCRIPT (Optional): This should include dialogue from the video you intend to create.
  
  
• 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.