**Filmmakers! Please be sure to check out the Sponsor notes on each winning Concept. They contain important creative direction to that needs to be taken into account before you pull together your Pitch Materials** 

It’s important to parents to teach their kids to try anything and explore new things. Parents know that even the failures are rewarding because trying new things is an opportunity for their kids to learn and grow.  They want their kids to feel good about jumping in rather than standing on the sidelines. 

all® fully embodies this notion, with their quality detergent that gives parents the confidence to encourage their kids to go all in, because they can depend on ‘all to clean up the mess. ’all has been a consistent source of confidence in the lives of families everywhere for 50 years now.  It is the superior product that parents depend on for getting rid of tough kid stains including grass, grape juice, baseball clay, and chocolate ice cream!

Now all® OXI is asking the Tongal community to create a 30-second digital spot that will communicate its superiority in cleaning kids’ stains over a specific competitor in a way that is highly compelling to families with kids. 

Please read the remainder of the brief for all of the important details.

The goal of this project is to come up with a compelling and convincing 30-second video that helps all® OXI detergent STAND OUT and that recognizes its SUPERIORITY over Competitor X.  That’s right.  An anonymous Competitor X.  This is a call to arms, Tongalers!  all® OXI is going after Competitor X (who shall remain nameless unless you are selected as the Pitch winner).

Don’t be afraid to get creative and think outside the box with this one. We’re not looking for your typical side by side product comparison or stock family imagery.  The objective is to clearly convey that all® OXI is better than Competitor X – in whatever way YOU think is most resonating and persuasive for families with kids.  The focus should be on kid stains, with the hero being grass stains.

IMPORTANT INFORMATION FOR PRODUCERS

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

SCRIPT: This project requires Script Approval before filmmakers move onto the Video Phase. 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.

HEADSHOT: If applicable to your Pitch this project requires Headshot Approval before filmmakers move onto the Video Phase. 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.

STORYBOARD: This project requires Storyboard Approval before filmmakers move onto the Video Phase. The brand may provide feedback on your storyboard and ask you to submit a new version of the storyboard.

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.

--Deliverables Due: 

• One (1) 30-second video
• One (1) 15-second cutdown
• One (1) 2D endcard/bumper 
• Five (5) still images

--Key Marketing Messages:  

• all® OXI is superior to Competitor X at getting out grass stains.  all® gets out other tough kid stains too, including grape juice, baseball clay, chocolate ice cream.

• all® OXI has Active Stainlifters™ to fight the toughest kid stains.

--Key Insights:

•  “all® helps you encourage your kids to play outside the lines and get their hands dirty.”
• “all® always has your back – it gets out whatever stains your kids’ experimentation gets on their clothes.”

--Tone: 

Optimistic, lively, real, and modern.  Should convey authentic emotions and behaviors.  Humor is totally fine but it should be genuinely funny and relatable to parents, rather than slapstick.  all® is also open to testimonials, but again it shouldn’t feel like your standard, everyday laundry detergent ad.

 

--Target Audience:

• Parents choose all® because it is a dependable detergent they can feel confident will get their family’s clothes clean.
• “Value” for this target audience is about getting clothes clean/stain-free every wash, every time and not having to re-wash.
• Parents who want their kids to jump into life full on and let their curiosity lead them (even if it means getting dirty!)
• Parents who want to make sure their detergent does its job, but doesn’t cost too much. 
• Parents who view laundry as part of a necessary routine, but not front and center in their daily lives.

--Distribution: 

Digital only (for pre-roll ads).

--Executional Mandatories:

• 46.5oz liquid OXI Product needs to be featured in the Video.  all® can provide samples, or it’s available in grocery stores.
• Kids should be featured as a prominent part of the story - not just in the background.
• Kids should not partake in any dangerous activities and should not be shown handling detergent.
• If kids are shown in the laundry room, there must be a parent present.
• Must show diversity in races, cultures, genders, and ages.

This Project will be worth a total of $42,500 and consists of five (5) Phases: a Concept Phase, a 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: CONCEPT – Tell us your Concept for objective in 250 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, Concepts should be clever and engaging. The winning Concept creators will receive $500 each.

 

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.

• Treatment (REQUIRED): A detailed narrative description of what’s going to happen in the 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.
• Script (Optional): This should include dialogue from the video you intend to create.
• Headshots/Casting Boards (Optional): Casting notes or concepts, headshots of actors, etc.
• 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 most compelling Pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will receive $16,000 to help create the Video. Additionally, upon submitting a Video that satisfies the criteria laid out in your winning Pitch, the Pitch winner 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 $25,000. For an example of an effective Pitch, check out The Indie Machines winning “3 Artists & 5,000 LEGOs” Pitch video. The Pitch 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?). During this phase, filmmaker will need to receive the following Approvals from the brand:

SCRIPT  – This project requires Script Approval before filmmakers move onto the Video Phase. 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 - This project requires Storyboard Approval before filmmakers move onto the Video Phase. The brand may provide feedback on your storyboard and ask you to submit a new version of the storyboard.

HEADSHOT  – This project requires Headshot Approval before filmmakers move onto the Video Phase. 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.

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.

 

PHASE 4: VIDEO – Once the Pre-Production Phase is complete, the Pitch Winner will create a 30-second Video, with a 15-second cut-down based upon their winning Pitch.

NOTE: The 30-second video, 15-second cut-down, five (5) still images, and one (1) 2D end-card/bumper 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 the following prizes: 1st place $25,000. 

 

--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.

--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 (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.

PHASE 5: REVISIONS – Once the Video Phase has closed, the winning submitter will enter the Revisions Phase. During this phase, the filmmaker will perform reasonable edits on their Videos according to the Sponsor’s feedback. Once the Videos are finalized, and the winner will be announced.

1. The Video 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. 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 20 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.