You’ve grown up. Shouldn’t your cough drop grow up too?

It’s not a rhetorical question, and the answer should be an emphatic “yes!” Lots of things change as we become adults. We trade in the cherry red trike for a carbon fiber road bike, ditch the candy ring pops for diamond ring photo ops, and we worry less about doing homework than taking work home. So, back in school, when you had a sore throat you’d cross your fingers and toss back any old cough drop like it was candy, but now you’ve got a career and responsibilities, and you don’t have the time to be slowed down by a sore throat.

It’s time you discovered Sucrets® Medicated Lozenges: real medicine for really sore throats. 

 

We’re not just talking about honey and lemon here. Sucrets® contains Dyclonine Hydrochloride, an effective oral anesthetic for your sore throat, and they have several multi-symptom varieties, some of which contain pectin to relieve dry mouths and menthol to suppress coughs. All of the Sucrets® varieties are all available over-the-counter, and they all taste great… although that conference call you’ve got later on is only going to be bearable because they’re medicated and effective. 

 

Now, Tongal, we need to help millennial consumers grow up a little by making them aware of Sucrets® Medicated Lozenges. To do that, Sucrets® wants you to make two entertaining videos that revolve around the different taglines we mentioned above:

• You’ve grown up. Shouldn’t your cough drop?
• Real medicine for really sore throats.

 

Check out more details below…

The goal of this project is to create two entertaining 30-second Videos that will show millennial consumers with sore throats that it’s time to grow up and use some real medicine, with Sucrets® Medicated Lozenges. Your two 30-second Videos should each be accompanied by a 15-second cut-down, and you should deliver 10 total Still Photos (5 from each video) that Sucrets® can use for digital promotions.  All of your Videos should be optimized for Facebook, as that will be the primary platform that Sucrets® will use.

Importantly, each Video should revolve around one of the two Taglines below, and each Video’s messaging and story should reflect the differences between each Tagline:

• You’ve grown up. Shouldn’t your cough drop?
• Real medicine for really sore throats.

 

Ideators – Creatively, this is inherently about the difference between regular cough drops and medicated lozenges, but that does not mean that you should make comparisons with competitors. You need to find a way to create contrast within your spot, and find a fun and clever way to deliver messages about “growing up” and using “real medicine” without being so obvious as to use direct comparisons. Ask yourself questions like; what does “growing up” mean? How do you show it? What’s a good metaphor for “growing up?” Your Ideas can be edgy, and they can be funny, BUT, they should be smart, confident and no-nonsense, not self-deprecating or insulting. We want viewers to feel like they can take control of their sore throat symptoms, and therefore take control of their day.

You’ll have the option to select which Tagline you’re pitching an Idea on, and you should focus on one Tagline – but if your Idea works for both, that’s great too.  

 

Filmmakers – This is also about awareness at a basic level, because many millennial consumers just don’t know there’s a medicated option when they have a sore throat, or that it can taste good. That means your messaging shouldn’t tackle the science of Hydrochloride Dyclonine or other active ingredients; instead, focus on the benefits. Lead with Sucret’s® efficacy, and bolster that message with taste.  Executionally, we’re open to two Videos with the same cast, but it’s important that each Video is very distinct, so it may not make sense to use the same cast.

Things to avoid:

• No music-festival, concert, or music performance-related Ideas. The millennials we’re targeting here are older and career-driven, and this skews younger and distracts from the “grown up” message.
• No sore throats that involve drinking, or hangover situations.
• No college experiences.
• No parenting or child-focused situations.

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

• SCRIPT  – You must submit a full script with any action, on-screen text, dialogue, and voiceover that will be included in your Video. 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.
• STORYBOARD – You must submit a storyboard that reflects your approach to the Video, and includes the entirety of your script. The brand may provide feedback on your storyboard and ask you to submit a new version of the storyboard.
• HEADSHOT  – 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 - You must submit multiple images of your primary filming locations. 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 – 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.

NOTE: The two (2) 30-second Videos, two (2) 15-second cut-downs, and 10 total Still Photos (5 from each Video) are due at the close of the Video Phase.  Please upload them as separate submissions when submitting your Videos.

--Key Marketing Message: 

• The main takeaway here: Sucrets® is real medicine for sore throats, to help make sure you can you can effectively power through anything that comes your way.
• Tagline #1 – You’ve grown up, shouldn’t your cough drop?
• Tagline #2 – Real Medicine for Really Sore Throats

--Target Audience:

• Primary Target: Older, career-driven millennials, 28 -35, who don’t have time to be slowed down by a sore throat.

--Executional Mandatories:

• Each Video must include its respective Tagline, i.e. “Real medicine for really sore throats.”
• Your Video must include the Logo or product within the first few seconds.

--Tone: Entertaining, and even a little edgy, reflecting a brand personality that is confident, assertive, trustworthy, and no-nonsense. Humor is okay, but you should lean towards clever, and any comedy should not take away from that confidence of the brand, or come across as self-deprecating or insulting.

 

--Exposure: These Videos are intended for use as Sucrets® Facebook® social channels, but may also see usage on YouTube®, as well as on the brand’s website.

 

--Facebook Best Practices:

• The first few seconds are the most important so consider leading with a hook, or telling your story in a non-linear manner. The introduction to the Video is critical, and slow builds do not work in the Facebook® platform. You might also consider using a "Trailer" approach with 2-3 lines of copy up front to frame/present the video.
• Storytelling needs to be driven by visuals so you should be able to convey the important parts of the story without relying on sound at all. Tell visually engaging stories, and try to give your Video a constant rhythm. Use text graphics, new frames, characters and settings to move the story forward. It is recommended that something visually happens every 3-5 seconds.
• 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.
• Review your edits on a mobile device.

--Product: Will be provided by the brand.

This Project will be worth a total of $34,000 and consists of five Phases: an Idea Phase, Pitch Phase, a Pre-Production Phase, a Video Phase, and a Revisions Phase. Be sure to read the following information carefully as well as the Official Rules.

 

PHASE 1: IDEA – Tell us your Idea for Sucrets in 140 characters or less. Remember, an Idea (What is an Idea Phase?) is not a detailed script; it is a spark of inspiration, or a distillation of what will happen in the Video. As always, Ideas should be clever and engaging. The TWO (2) winning Idea creators will each receive $250. There are no residuals on this project.

 

PHASE 2: PITCH - Submit your Pitch (What is a Pitch Phase?) convincing the Sponsor why you should be selected to execute a Video based on one of the winning Ideas from the previous Phase using:

• 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.
• Treatment (REQUIRED): A detailed narrative description of what’s going to happen in the video.
• 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.
• 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 single most compelling Pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will receive $15,000 to help create the Videos. Additionally, upon submitting Videos that satisfies the criteria laid out in your winning Pitch, the Pitch winner will also be GUARANTEED an additional $18,500. 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: PRE-PRODUCTION – The Pitch Winner from the Pitch Phase will enter the Pre-Production Phase (What is a Pre-Production Phase?), which means you will be required to submit certain items for Approval before moving onto the Video Phase. These items are:

• SCRIPT  – You must submit a full script with any action, on-screen text, dialogue, and voiceover that will be included in your Video. 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.
• STORYBOARD – You must submit a storyboard that reflects your approach to the Video, and includes the entirety of your script. The brand may provide feedback on your storyboard and ask you to submit a new version of the storyboard.
• HEADSHOT  – 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 - You must submit multiple images of your primary filming locations. 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 – 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.

No filmmakers may begin shooting their Videos 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.

 

PHASE 4: VIDEO – Once the Pre-Production Phase is complete, the Pitch Winner will create TWO (2) 30-second Videos, with TWO (2) 15-second cut-downs, and 10 total Still Photos (5 from each video).

NOTE: The 30-second videos,15-second cut-downs, and ten (10) Still Photos are all due at the close of the Video Phase. Please upload them as separate videos when submitting your Videos.

--Video Phase Payout: The Winner of the Video Phase will earn $18,500. There are no residuals on this project.

 

--Music: Tongal has partnered with three premiere music providers: Jingle Punks, 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.

PHASE 5: REVISIONS – Once the Video Phase has closed, the winning submitters will enter the Revisions Phase (What is a Revisions Phase?). During this phase, filmmakers will perform reasonable edits on their Videos according to the Sponsor’s feedback. Once the Videos are finalized, the Sponsor will rank the Videos and winners will be announced.

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. Limit 5 submissions per member, per Phase.

 

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

10. 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.

11. 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.

12. 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.

13. 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.

14. 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.