You may remember our previous project for Tide and its international counterpart Ariel. You were asked to come up with Campaign ideas that would get people talking about laundry in new ways. Because you delivered in such a big way Tide and Ariel now want to take their favorite winning campaign “If Pants Could Tweet” and turn it into a pilot that will serve as a jumping off point for an entire campaign.
Whether the pilot is Episode 1 of a serialized format, creates a recurring character in different one-off situations or whatever other format you can think of the goal is to establish something that can be the basis for a continuum of video content, tweets, and stills. Winning producers may also have the opportunity to shoot additional episodes. Please read the Objectives to get all the details on this awesome new project.
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UPDATE: Please feature Tide PODs packaging (see Assets tab for a photo). Do not show children interacting with the PODs.
The goal of this project is to create a series for Tide and Ariel around the Campaign idea “If Pants Could Tweet”. They do NOT want one-off ideas for commercials. They want videos that will be the jumping off point for an entire campaign and the basis for a continuum of video content, tweets, and stills.
Whether the video is Episode 1 of a serialized format, creates a recurring character in different one-off situations or whatever other format you can think of it’s up to you. They are open to hearing it all as long it has the potential to create a steady stream of content.
--Key Marketing Messages:
--Target Audience: Millennials, specifically young professionals, new families and young families.
--Executuonal Mandatories:
Additional Stills & GIFs: PLEASE NOTE that video producers will also be required to deliver a select number of stills and GIFs along with their video.
Cut down: In addition to their main video, producers may be required to submit a cut down version during the revisions phase.
Product: Product will be provided to the Pitch winners and a select number of Wildcard producers.
This Project will be worth a total of $55,000 and consists of 3 Phases: a Pilot Concept Phase, a Pitch Phase and a Video Phase. Be sure to read the following information carefully as well as the Official Rules.
PHASE 1: PILOT CONCEPT – Tell us your Pilot Concept for a Tide and Ariel video based on “If Pants Could Tweet” in 250 characters or less. Remember, a Concept is not a detailed script; it is a spark of inspiration, or a distillation of what will happen in the Video. As always, Concepts should be clever and engaging. The winning Pilot Concept creators will receive $500 each and a 5% one-time residual payment for any winning Videos based on their Concept. That means if your winning Concept is the basis for the 1st place Video, you will receive $900, the 2nd place Video $600, the 3rd place Video $400, and the 4th place Video $325 – see Video Phase Payout details for more information.
PHASE 2: PITCH - Submit your Pitch convincing the Sponsor why you should be selected to execute a Video based on one of the winning Ideas from the previous Phase using:
The 3 most compelling Pitches will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will each receive $3,000 to help create the Video. Additionally, upon submitting a Video that satisfies the criteria laid out in your winning Pitch, the Pitch winners will also be GUARANTEED a winning place 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 $6,500, at a minimum, and have a chance to compete for the $18,000 First Place video prize (subject to deduction for one-time 5% residual payment to eligible Concept winners). For an example of an effective Pitch, check out Erik Beck’s 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 3 winners from the Pitch Phase will each create a pilot based upon their winning Pitch. All other creators are invited to enter a Wildcard (What Is a Wildcard?) submission that can be based on one of the winning Pilot Concepts from the previous Phase or a totally original concept that is not based on any winning material from the Pilot Concept Phase. The Judges will score all Wildcard submissions and the highest scoring Wildcard Video along with the 3 winning Videos submitted by Pitch winners will be scored to determine the standings for the Video Phase. Remember, the 3 Pitch winners, along with 1 Wildcard creator, will receive prizes.
PLEASE NOTE that all Video producers will be required to deliver a select number of stills and GIFs along with their video. In addition, producers may be required to submit a cut down version of their video during the revisions phase.
--Video Phase Payout: Winners of the Video Phase will earn the following prizes: 1st place $18,000, 2nd place $12,000, 3rd place $8,000, and 4th place $6,500 (less any 5% one-time residual payments paid to the Concept winners, as applicable).
--Music: Tongal has partnered with three premiere music providers: Audioblocks, Killer Tracks and Epidemic Sound. Any of which can be used to source music for your Video submission to this Project. You may use up to THREE total tracks per Video submission, and they can come from any of the three providers listed above. 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.
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. That’s a potential $1725 (up to $500 per place) in bonus cash just for telling all of your talented friends about this Project! Check out more about our Referral Program in FAQ.
1. The Video MUST not exceed 60 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.