KEY MESSAGING TO PULL FROM IN ORDER OF PRIORITY FOR CONCEPTING:

• all® Sensitive Fresh is gentle on skin, with a hypoallergenic scent
• Hypoallergenic scent is Spring Breeze
• All® Sensitive Fresh is 100% free of dyes
• From the makers of all® free clear, the #1 detergent brand recommended by dermatologists
• Removes 99% of top everyday and seasonal allergens*
  • *Dog and cat dander, dust mite matter, ragweed pollen, grass/tree pollen. all® sensitive fresh™ is not intended to prevent or treat allergies.
    
    

CASTING DIRECTION:

• Mom, age 35-54
  • Relatable and friendly 
  • Appears knowledgeable
  • Informed but not overly serious
  • No visible tattoos 
  • Natural aesthetics (i.e. neutral nail polish colors)
  • No crazy hair colors
• Kids, toddler ages on up (ideally age 5+)
• Background diversity encouraged

HELPFUL REFERENCE VIDEOS FOR INSPIRATION/TONE:

• Sensitive Fresh Consumer Video - This is a good example of content that's focused on the product benefits, with a laundry regimen-style execution.
• all^® Sensitive Fresh Commercial Spot - Reference for tone

Many consumers have sensitive skin concerns in their household, but are hesitant to use “sensitive skin detergents” which are typically unscented because they prefer scent. Because of this, some consumers buy two detergents: a free clear detergent for those in their household with sensitive skin, and a regular scented detergent for those who do not. To address this challenge, all^® recently introduced a new variant called all^® sensitive fresh™. all^® sensitive fresh™ provides consumers with the fresh scent they want while being gentle on skin. It is 100% free of dyes and has a light, hypoallergenic “spring breeze” scent. The brand wants to develop videos for their social channels to make sure consumers know that all^® sensitive fresh™ is the only detergent they need for a fresh smelling clean that is gentle on skin.

 

The goal of this project is to produce three short live-action social videos that can be used across all®'s social channels to increase all^® Sensitive Fresh's brand awareness and spotlight their key benefits: hypoallergenic scent, 100% free of dyes, and from the makers of all^® free clear: the #1 brand recommended by dermatologists. We're looking for each :15 video to be unique, even if there's a lot of overlap in messaging, and they want something tailor-made for social platforms. While the brand is open to more "standard" approaches, like regimen videos or product showcases, there's a strong preference for creative executions that can really resonate. Think about how you can capture the audience's attention somehow, while delivering all^® Sensitive Fresh's brand messaging. 

In terms of that messaging, while there is a lot of emotion and sincerity tied to the topic of sensitive skin, the brand is still open to some light humor and fun. Making sure that children who are dealing with sensitive skin feel cared for and can live unburdened is a serious concern, but how we talk about all^® Sensitive Fresh doesn't need to be devoid of levity. The brand wants to capture someone that's expressing the key messaging, but doing so in a down-to-earth, mindful, and even playful way. You can find more information about the messaging in the Background.

 

In terms of format and execution, all® is specifically looking for live-action approaches that feel particularly social savvy. They're not looking for overly elaborate "commercial" executions, and while there will be paid media behind these, the brand does not want them to come off as generic, obvious advertisements. Your three concepts should be cohesive though each can stand alone as a unique ad. The brand is also open to reusing the same cast, locations, and even music. You can find further information on casting preferences in the Background. While VO and spoken dialogue are welcomed, they are not mandatory. Please consider, though, how any on-screen text and visuals will be impacted by the text safe zones for the respective social platforms.

In your pitch, the brand would like to see 2-3 options for different creative approaches, and some information about they help to advance the message and stay on brand. The brand team will then work with you if you're greenlit to hone the concepts. Feel free to include links to any existing videos (they don't have to be your own) that represent the style you'd be aiming for. 

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

DELIVERABLES: There are 9 total video assets. 

• Three :15 Social Concept videos (9x16, 1x1, 2x3)

EXPECTED TIMELINE: HERE

RELEVANT ASSETS: HERE

EXPOSURE: We expect content will be used on the platforms below, but if casting talent, be sure they review our required Talent Release before they're cast, as it is NOT limited to these platforms. You should also review our Music providers in the Project Requirements, as well as the platform best practices.

• Facebook Stories
• Instagram Reels
• Pinterest

TARGET AUDIENCE:

• Mothers ages 35-54 with a sensitive skin concern in their household. 
• Consumers aged 35-54 who have sensitive skin. 
• Non all® consumers who have sensitive skin and look for scent in their detergent.

TONE/FEEL: Genuine, fun, gentle, down-to-earth, sincere, sensitive. 

EXECUTIONAL MANDATORIES: 

• You cannot show skin irritations or flare ups (such as rashes, scratching skin).
• You cannot position the product as a cure for sensitive skin or skin conditions.
• There can be no mention of “pods.” The product must only be referred to as Pacs. Ensure pacs are added to the machine before clothing.
• Product labels must be legible from left to right, with the label in clear focus. You cannot film in a kitchen unless it is clearly where the laundry machines are, and you are not showing the product as being stored alongside food/cooking products.
  
• Product is to be clearly positioned for use as intended, i.e. as a laundry detergent that is gentle on skin. Not as a product that should be applied directly to skin.
• Any references to skin should be focused on the body (i.e. arms, shoulders, etc.) as opposed to the face.
  
• Product cannot be shown in any alternate use cases or DIY storage solutions, like in a fancy container or a glass storage jars. The only time the product can be shown out of storage is when it is in use. Product should be stored out of reach from children and pets. Children and pets should never be interacting with the product, nor should it be unattended with children and pets.
• Ensure any clothes shown are machine-washable, ideally cotton.
  
• You may not make direct or indirect comparisons or references to competitors.
• If/when showing laundry, you cannot feature any revealing or risqué outfits. 
• When showing people, they cannot wear clothing with team logos, product logos, retailer logos, slogans, or other messages visible.

By participating in this project, creators acknowledge that the Sponsor is under no obligation to greenlight a submission. Though most projects do move forward, we'll notify you in the event the Sponsor decides not to fund any submissions via the Project Forum. Regardless of the result, all submissions will be reviewed and evaluated by the Sponsor and project team.

In order to be considered, include the below materials in your submission. For examples of effective pitches, check out this gallery. All Pitches remain private, even after a Pitch is selected, and Tongal strives to have Pitch selections made by the end of the Evaluation period, but additional time may be required by the Sponsor, depending on any number of factors.

• TEXT (REQUIRED): Up to 500 characters synopsizing how you plan to approach and produce the content listed in the Deliverables.
  
  
• TREATMENT (REQUIRED): Your pitch treatment should include at least TWO to THREE original concepts and how you would execute these original concepts to fit into all®'s style/voice. All® will then work with greenlit filmmakers to hone these concepts. Otherwise, this should be a more detailed and specific description of how you propose to execute all of the content listed out in the Deliverables. Explain what we can expect to see, and how you'll make it. If it's helpful, we've provided a treatment template HERE.
  
  
• LINKS (REQUIRED): To your previous video work. Please specify your role (producer, director, editor, artist, etc.) but do not include links to your showreel. Please link to individual videos.
  
  
• PITCH VIDEO (Optional): This is your opportunity to be face-to-face with the Sponsor and show what you're capable of. Consider a video in which you tell the Sponsor what they can expect, or consider test videos, proof-of-concept edits, animatics, etc. For examples of effective Pitch videos, check out this gallery.
  
  
• APPRENTICESHIP ADVISOR (Optional): The Tongal On-Set Apprenticeship Program is an opportunity to support new & emerging talent in production positions with hands-on on-set experience. Please indicate on the pitch submission form if you would be interested in overseeing an apprentice on your production; your answer will neither increase nor decrease the likelihood of your pitch being greenlit. The Tongal On-Set Apprenticeship Program is an opportunity to support new & emerging talent in production positions with hands-on on-set experience. Please indicate on the pitch submission form if you would be interested in overseeing an apprentice on your production; your answer will neither increase nor decrease the likelihood of your pitch being greenlit. Tongal will cover the apprentice's day rate outside of your project budget, and if you are matched with an apprentice, your Tongal producer will reach out with more information. To learn more about the On-Set Apprenticeship Program and the responsibilities of an advisor, please click HERE.

1. 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. Tongal also reserves the right to request all raw files associated with the project.
   
   
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. 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.
   
   
5. Preferred format for upload to the Tongal website is HD 720p and formatted for the aspect ratios listed in the Deliverables (e.g. 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.
   
   
6. 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.
   
   
7. 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.
   
   
8. 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 creator.
   
   
9. Videos must be in the English language or subtitled.
   
   
10. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor, nor can Submissions contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
    
    
11. You must be at least thirteen (13) years or older to enter.
    
    
12. The Sponsor reserves the right to repost the contest.
    
    
13. 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.