CONTENT PILLARS: If you're greenlit, we'll work with you to develop creative approaches & individual videos that cover each of these pillars. It's likely that most videos' content will only reflect one of these pillars, so they shouldn't be read as general guidance that would apply to all 15 videos.

• What We Offer / Brand Benefits -  Examples: Color Assortment, Care Technology, Product Extensions
• How We Empower / Starting Point - Examples: Education, Information, Personalization, Customization, Color Mixing, FriDye (Friday Dye)
• How We Inspire / Style Inspiration -  Examples: Style Education, Style Experimentation, Global Finds, Style We're Dyeing For, Snatched Style

REFERENCE VIDEOS FOR INSPIRATION OR TONE: These reference videos should give a glimpse of the style/art direction that the videos should emulate.

• What is Strawberry Leopard?
• Rare is still real. Be Strawberry Leopard.
• What makes you rare? 
• What kind of personality would a Strawberry Leopard have? 
• What does you hair color say about you?

ABOUT SALLY BEAUTY:

Sally Beauty is the team behind the Strawberry Leopard brand, which is proudly supporting the Wildlife Conservation Society (WCS) to help save wildlife. There are only 7 strawberry leopards in the world. Their existence encompasses the message behind the brand. Think of it as Mother Nature showing off and leaving an impression because of how beautiful and rare it is - like a unicorn, but actually real. 

Strawberry Leopard is a new conditioner-based, semi-permanent, hair color line with 18 transformative shades lasting up to 8 weeks. Not only does it give you bold, vibrant hair color that helps repair and rejuvenate the condition of your hair, but it's also gentle enough to use daily. Now, Strawberry Leopard has launched their YouTube channel and they are looking to recruit the next generation of Gen-Z users with a mix of different types of videos. To help support the campaign, we're looking for one creator to create 15 of these videos, across three content pillars, which we'll break out in the Background section. 

These videos will be a blend of entertainment and education, creatively addressing brand benefits and stylistic inspiration, with a humorous and irreverent tone. Importantly though, they will not be DIY or tutorial videos, and should instead be more free flowing and engaging. We'd recommend taking a look at the reference videos in the Background to get a sense of what the brand identity and existing content.

In order to create this content, we're looking for a filmmaker who is creative, agile, and able to create a variety of different videos, quickly, to support this brand. As the brand pillars are general, we'll work with you in pre-production to help develop messaging and formats, but ultimately, how you bring the pillars to life is totally up to you. The videos themselves will each be unique videos - no cut-downs or versioning here - but you should be able to crossboard production and film several videos (or segments) in a given shoot day, to help make production more efficient. 

For your pitch, it'll be helpful to get a sense of YouTube content that you've created, and the general capabilities that you bring to the table, as well as any experience you have creating something that is tonally similar. You should also give us a few proposed creative concepts per content pillar along with any visual or aesthetic references that reflect the style you would be aiming for with these assets. 

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

 

DELIVERABLES: 15 total videos; 5 videos per content pillar

• Fifteen :60-120 videos (16x9)

 

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

 

EXPOSURE:

• YouTube Channel
• Please review the platform best practices page.

 

TARGET AUDIENCE: Gen-Z 

 

TONE: Humorous, Irreverent, Believable, Real, Accessible, Relevant.

 

EXECUTIONAL MANDATORIES: 

•  Keep the hashtag #BeRare in mind. We are not thinking of gender roles for this project, but rather a desire to emote that anyone should have the freedom to dress up in any kind of outfit. Non-binary, gender fluid, and queerness are what they are aiming for. Think of gender-neutral clothes and styles. Please see the background/additional details section to learn more about the brand. 
• We are not looking for education-type videos (DIY/ or tutorial videos).
• The client will not provide samples of the product.

 

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 video.
  
  
• TREATMENT (REQUIRED): Your treatment should give us a few proposed creative concepts per content pillar along with any visual or aesthetic references that reflect the style you would be aiming for with these assets. If it's helpful to you, we've provided a treatment template, which you can find here.

• STYLIST (REQUIRED): Please attach a PDF of your planned hair stylist for this project.
  
  
• 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.
  
  
• COVID PROTOCOL (REQUIRED): 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.
  
  
• 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.