Dove Real Beauty Sketches, Always #LikeAGirl, Under Amour I Will What I Want, National Geographic Life in a Day, The Google app: Dream, and Goldie Blox Princess Machine: all great ads that tell brand stories in such fresh and innovative ways that audiences actually want (gasp!) to listen, learn, and find out how they end.
What if we could do that for an acne video?
Think about the typical success story/before-and-after photos/talking-head featuring semi-relevant pop star infomercial hawking some acne system. Now forget about it. Or, more aptly, turn it on its head and tell a really cool story about a brand who cares about the people underneath the acne. La Roche-Posay is a brand whose main focus is improving quality of lives through skin. They are built on the promise of caring for people and skin. La Roche-Posay was born out of a dermatological skin center in France that has been caring for skin for over 100 years. And it’s backed by 25,000 dermatologists all over the world. That’s a lot of people improving lives by caring for skin.
It’s time to share the goodness of La Roche-Posay’s Effaclar acne care with acne-sufferers everywhere. They suffer quietly, not realizing that wearing coverup or a hat or growing bangs isn’t going to help what’s troubling underneath all of that: skin. La Roche-Posay’s Effaclar will give all of these people hope, a solution, and in turn, a better life.
Effaclar wants acne-sufferers to know three things:
1. You’re too hard on yourself: I’m going to stop beating myself up over my acne. With a brand like La Roche-Posay, I know my skin is in the hands of a dermatologist, everyday and I don’t need to worry anymore.
2. You’re not alone: 80% of Americans will get acne in their lifetime. Acne affects people of all ages and all ethnicities.
3. You’re your own worst enemy: It’s not your fault and La Roche-Posay can help.
So how would you bring the story of La Roche-Posay and Effaclar to the masses? How would you take viewers on an emotional journey of hope, inspiration, and ultimately, transformation? This is Phase 1: Concept. Then we’ll need one filmmaker to bring it all to life. This will be Phase 2: Pitch. More information can be found in the Details section.
The goal of this project is to create three breakthrough Videos: one 120-second, one 30-second, and one 60-second. Effaclar is not looking for a typical acne-product testimonial video with talking head success stories. How would you take viewers on a journey to discover Effaclar and inspire them to feel hopeful, take action, and try it?
La Roche-Posay will provide the dermatologist from previous Effaclar communication to be featured in these Videos. The dermatologist will be flown to set and travel will be covered by La Roche-Posay.
NOTE: The 120-second Video, the 60-second Video, and the 30-second Video are all due at the close of the Video Phase. Please upload them as separate videos when submitting your Videos.
--Key Marketing Messages: Gentle and effective, with clinical results.
1. Acne is hard, but the viewer is not alone and La Roche-Posay can help.
2. The brand most committed to dermatology and the advancement of skincare. Everything the brand does, it lives and dies with dermatologists and the well-being of their patients. La Roche-Posay was created from the expertise of the 1st dermatological skin center in France.
3. Discover the new secret for fast acne results, trusted and recommended by real people. Show ordinary people, but that La Roche-Posay is not an ordinary brand. La Roche-Posay’s Effaclar products are gentle and effective, have great clinical results and will help clear all types of acne.
--Target Audience: College-educated women 25-50 who buy products for their acne and have active lifestyles.
--Executional Mandatories:
-Videos must aesthetically match the existing blue and white clean looking Effaclar videos, as well as in tone and feel, but add inspiration.
-Do not compare La Roche-Posay to competing brands; instead show why it is a trustworthy brand.
-Do not mention or compare La Roche-Posay to specific prescription products.
--Brand messaging:
--Tone: Upbeat, positive, aspirational, authentic. Music will play a key part in illustrating the aspirational tone, so please pay close attention to music.
--Exposure: La Roche-Posay and Effaclar properties, as well as YouTube.
--Product: Product will be provided to the Pitch winner.
This Project will be worth a total of $35,000 and consists of 3 Phases: A 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: CONCEPT – Tell us your Concept in 250 characters or fewer for a Video introducing Effaclar. We aren’t looking for detailed scripts, but rather a clever way to tell Efflaclar’s story that will captivate viewers. The three winning Concept creators will each receive $500. Please note there are no residuals for this project.
PHASE 2: PITCH - Submit your Pitch (What Is a Pitch Phase?) convincing the Sponsor why you should be selected to execute the 3 Videos based on one of the winning Concepts from Phase 1 to life in a 120-second Video, a 60-second Video, and a 30-second Video. More information and specific background details will be given to the Pitch winner.
·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.
·Script (Optional): This should include dialogue from the video you intend to create.
·Treatment (Optional): A detailed narrative description of what's going to happen in the video.
·Storyboards (Optional): Additional concept art, storyboards, shot list, anything that helps get your point across.
·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 1 most compelling Pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will receive $13,500 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 $20,000. 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 4: VIDEO – The 1 winner from the Pitch Phase will create a 120-second Video, a 60-second Video, and a 30-second Video based on their winning Pitch. Please note that casting must be approved by the brand prior to filming. La Roche-Posay will help the filmmaker identify users of Effaclar in his or her area, as well as provide the dermatologist for the shoot. Travel for the dermatologist will be covered by La Roche-Posay.
NOTE: All Videos (120-second, 60-second and 30-second) are due at the close of the Video Phase. Please upload them as separate videos when submitting your Videos.
The Judges will score the winning Videos submitted by Pitch winner to determine the standings for the Video Phase. Remember, the 1 Pitch winner will receive a prize.
--Video Phase Payout: Winner of the Video Phase will earn the following prizes: 1st place $20,000.
--Music: Tongal has partnered with three premiere music providers: Audiosocket, 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 (up to $500 per place). That’s a potential $500 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 120 seconds in length for the long version, and 60 seconds and 30 seconds in length for the two cut-downs. 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 35 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.