Take a good look at your toothbrush, resting quietly in one of those snazzy chrome toothbrush holders—looks peaceful, tame, obedient—a model of oral rectitude in lightweight plastic. Your toothbrush is an intimate pal, a partner in clean living. Yours to have and to hold 2 or 3 times a day. Add a little paste, a little scrub-a-dub, a quick rinse, and back he goes…end of story.
Well…maybe not.
Because what you don’t know about your toothbrush might hurt to find out. But if you don’t know – well, you could definitely get hurt. And we’d hate to see that. So…here goes: From day 1 through 90 – sure…yeah, you’ve got a friend. But after that? Whoa, buddy! You better watch your back…and your molars…
That’s because something nasty happens – a little something called BACTERIA BUILD-UP. And although he may look the same, he’s going to turn on you—he’s going to snap. After 3 months, your toothbrush contains significantly more bacteria. After that—he’s working for the other side.
After 3 months, your toothbrush turns BAD.
And we're not talking cutesy Bieber-bad here, we're talking switchblade-bad, streetfight-bad, graffiti-bad, Mickey Rourke-bad, Charlie Sheen Tiger Blood-bad. Who knows? Take a good close look around your sink and your medicine cabinet…we might even be talking Gary Busey-bad.
And that’s bad.
But, believe it or not – there’s good news. Really good news, because the cure is simple--and we’re just gonna give it to you straight because you need to know this stuff. The Secret? This heartache can be COMPLETELY avoided if you’ll just...uhmm, see other brushes. That’s right, all you need to do is change your toothbrush after three months.
Actually, everybody needs to know this stuff…
And that’s where Tongal comes in. To raise awareness, Colgate is turning to you to reinforce this messaging in a series of fun viral videos that shine a light (an outrageous one) on the importance of changing your toothbrush every three months.
Create TWO 15-45 second videos that humorously dramatize incidents in the life of a ‘bad toothbrush’ or a toothbrush that has turned bad on his or her 3-month birthday.
Feel free to push the envelope here—the goal is to have some viral fun with the notion of a ‘bad toothbrush.’ Videos can be live action, animation or a blend. Colgate has provided two short approved treatments for you to base Pitches on. You may create storyboards or videos explaining your take on the provided treatments or you may choose to take the concept in an entirely new direction…it’s up to you!
--Key Marketing Message: After 3 months, your toothbrush turns bad.
--Consumer Barrier: Though the target audience knows about this, they don’t take the advice seriously because their toothbrush looks completely fine after 3 months.
--Communication Objective: Make them realize the importance of changing toothbrushes more frequently by showing the consequences in an entertaining, engaging and unexpected way.
--Target Audience: An INTERNATIONAL audience of consumers aged 25 – 35; female or male (so you don’t need to work with the gender-based treatment we’ve provided here…and remember, your toothbrush can be bad in any number of ways!) But, remember, that these are younger folks, out on their own, buying and making decisions about their own personal care products: like deodorant, body wash, facial cleanser and toothpaste. They have unique needs and have in all likelihood begun to break out of inherited “family” based buying habits.
As for choosing a toothbrush, they might not care too much about it. It’s more like a tool to them instead of having any tangible efficacy or sensory benefit like toothpastes and body wash. Also, while they use their toothbrush every day, they don't really think about when they need to change it—the problem that your videos will hopefully solve for.
--Executional Mandatories:
1. Videos must end on a 3-5 second animated bumper featuring the Colgate logo and two superimposed slides — SLIDE 1: “AFTER 3 MONTHS BACTERIA BUILD-UP MAKES YOUR TOOTHBRUSH TURN BAD.” SLIDE 2: “TIME FOR A NEW COLGATE.”
2. The toothbrush character must be a generic toothbrush (i.e., a hotel toothbrush) that doesn’t have any logo on its body and quite importantly it shouldn’t be a clone of a competitor’s (Oral B, Crest, etc.).
This project will be worth a total of $23,000 and consist of two phases.
PHASE 1: PITCH – Using text (500 characters or less), images (storyboards), video, and external links (to other supporting assets, i.e., your reel, etc.), give us your Pitch for how YOU would go about producing TWO Videos based on either the provided creative or your own. The three most compelling Pitches will be selected and will receive a $1,000 production budget to help create their Videos. Those winners (upon submitting their Winner's Affidavit and IP Assignment) will also be GUARANTEED to place in the subsequent Video Phase. So, if your Pitch is selected, you will earn a minimum of $3,500 with a 1-in-3 shot at the $10,500 first place video prize ($11.5k total). Remember your Pitch can include any, and all, of the assets mentioned above, but you MUST include a link to some of your previous video work on Tongal or elsewhere to be considered for this phase. For an example of an effective pitch, check out Sean Clark’s winning Benjamin Moore “Find Your Perfect Color” Pitch. To avoid information cascades, all Pitches will remain private until after the video winners of the subsequent phase are announced.
PHASE 2: VIDEO – Winning Pitch creators from the previous phase will utilize their $1,000 advance to create TWO 15-45 second Videos based upon their winning materials. Remember, the Pitch winners are GUARANTEED one of the Video prizes.
--Prizing Details: Potential winners will be notified by email prior to posting any Winning Entries and will be required to complete, sign, and return an Affidavit of Eligibility (with accompanying valid photo ID), Intellectual Property Release, W-9, and any other clearance documents (where legal) within five (5) business days after the date notice is sent. If potential winner fails to complete and return the prize claim forms as indicated, respective prize may be forfeited. You should also have everyone appearing in your video sign a Talent Release (with accompanying valid photo ID) and whomever is responsible for the property sign a Location Release on the day of your shoot. That way you will have them on-hand if and when you re notified of being a winner.
--Music: Tongal has partnered with Audiosocket, a boutique music licensing agency representing more than 1,400 emerging bands, composers and record labels. Audiosocket tracks will be available to Tongal members at no charge solely for their incorporation into Tongal members' submissions to the Bad Toothbrush Project. Tongal members are encouraged to browse the Audiosocket catalog, available at http://audiosocket.com/. If you are interested in using a track from the Audiosocket catalog, as described above, please email music@tongal.com for account and password info which will allow for the download of up to 3 tracks.
Submission MUST NOT contain any music other than music that is provided by Tongal via AudioSocket.com. Any use of an Audiosocket track obtained through Tongal in connection with the Bad Toothbrush Project that is outside of such Tongal member's submission to such project is strictly prohibited.
1. Videos MUST not exceed 45 seconds in length. Preferred format 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.
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. Videos must end on a 3-5 second animated bumper featuring the Colgate logo and two superimposed slides — SLIDE 1: “AFTER 3 MONTHS BACTERIA BUILD-UP MAKES YOUR TOOTHBRUSH TURN BAD.” SLIDE 2: “TIME FOR A NEW COLGATE.”
4. The toothbrush character must be a generic toothbrush (i.e., a hotel toothbrush) that doesn’t have any logo on its body and quite importantly it shouldn’t be a clone of a competitor’s (Oral B, Crest, etc.).
5. In the event you utilize any third party materials, such as music provided by a third-party music provider, 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.
6. Submission MUST NOT contain any music other than music that is provided by Tongal via AudioSocket.com.
7. Any use of an Audiosocket track obtained through Tongal in connection with the Transformations Project that is outside of such Tongal member's submission to such project is strictly prohibited.
8. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Colgate.
9. Submissions must not portray Colgate in a negative way, the determination of which will solely reside with Colgate.
10. Videos must be in the English language or subtitled.
11. Limit 5 submission(s) per member, per phase.
12. Minimum 75 Pitches, or the contest may repost for fourteen (14) days at the sponsor's discretion.
13. Sponsor will be entitled to one reasonable round of 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 (with accompanying valid photo ID), and IP Assignment, winning video creators MUST also provide Talent (with accompanying valid photo ID), Location, and Music Releases for all assets appearing in the video as well as the project files, editing sequence and an uncompressed quicktime .mov file in either Animation or ProRes 422 codecs at either 1920x1080 or 1280x720 to claim their 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.