Star Wars isn’t just a movie franchise: it’s a living, breathing, pop culture phenomenon, with a rich history and a limitless future. Whatever you call it: if it entices fully-grown adults to dress up like Wookiees and wait in day-long lines wrapped around city blocks, its power can’t be doubted.
Then there’s a power of another kind. Who can ever forget the irresistible taste experience when you first popped the lid on some Pringles? Remember how you admired each crisp’s curved symmetry, and finally crunched down on their flavor-filled deliciousness?! More world-shaking than: I’m your father! And before you knew it, you were reaching for another. We know: the flavor Force is strong. We know that these are the crisps you’re looking for. We know: Pringles are a galaxy of goodness...
Pringles has always prided itself on being a fun, wide-open-to-the-universe brand. And why not? Pringles has always made snacking more playful, tasty, authentic, and unexpected. Even a long time ago, in a galaxy far, far away....
Now that you’re training is complete it’s time to reveal your mission…we want you to tie-in the world’s most iconic snack food with the biggest entertainment property in the universe, really dig in...and make some ART.
The goal of this project is:
Create a 30/60 second PIECE OF VIDEO ART around the Pringles and Star Wars partnership.
For us, ART means deeply engaging content that entertains (rather than blatantly advertises). ART means it’s something that people will want to share with their friends. ART means a once-in-a-lifetime opportunity to create an engaging and clever piece of content around two venerable, deserving brands. Two brands that want your very best!
--Key Marketing Messages:
• Pringles provide an irresistible taste experience and are bursting with flavor.
• Put Pringles at the center of the drama and portray both brands in a positive light.
• Include a deep integration of Star Wars characters and elements throughout.
--Star Wars Branding Guidelines:
• Include iconic Star Wars characters.
• Make sure that the creative is fully integrated- This video should only work with the involvement of a Star Wars character… If the Star Wars character could be removed and replaced with another character then the creative is not integrated.
• Do not put real world characters into the Star Wars universe, but Star Wars characters can enter into the real world.
• Should be easily accessible for all. Viewers shouldn’t need a deep understanding of the Star Wars universe to understand the idea.
• Have fun with the Star Wars brand but don’t make fun of it or its fans.
• Star Wars character should not be directly touching, holding or talking about a branded product (i.e. Pringles). Use of The Force to influence products is ok. It is also ok for a character to carry non-branded/generic products, embellishments and accessories that cannot be seen as an endorsement.
• OK:R2-D2 handing a napkin to a person to wipe their mouth after enjoying some Pringles.
• OK: Yoda using The Force to make some Pringles cans fly off a shelf at retail.
• Not OK: Yoda saying “The Force is strong with Pringles.”
• Not OK: Darth Vader holding and then eating from a can of Pringles.
• Character modifications should be in keeping with the tone of the film and should stay within the scope of the character’s true nature and personality, as well as support the brand equity and maintain the integrity of the film and the franchise.
• Check out Starwars.com for information, ideas and inspiration.
--Pringles Branding Guidelines:
• Handling of Mr P: He is a logo, not a living mascot. He can be used in a static fashion but not as a living character.
• Crisps: The crisps can be actual photography or illustrations. Their most defining visual characteristic is their fun hyperbolic parabloid shape (also known as the double saddle). They are fair game in play (duckbill, etc) with people or without people. They can be used within scenes (see the Sour Cream & Onion can diving scene for inspiration) or as flying objects forming shapes and patterns.
• The eating of Crisps: Pringles should be enjoyed in a social, fun setting, not solo. Also, like most things Pringles are best enjoyed in moderation. They should not be eaten in a giant stack and or beyond a serving size.
• Color: Pringles Signature color is red, but Pringles cans are available in a wide spectrum of colors. The two other most popular colors/flavors are Green for Sour Cream and Onion or Yellow/Orange for Cheddar Cheese.
• Tonality: Pringles are high energy, fun and playful. Think: Ellen DeGeneres on her show.
• Key Brand Attribute: Irresistible Taste Experience. Eating a Pringle is different from a eating a regular chip. There is an experience people associate with the unique can and crisp. Everyone has their own way of popping the seal, pulling a stack, and snacking on a few. Nothing else is like a Pringle.
• Brand font: Amasis Black
• Key Historical references: Music and Energy. Historically, Pringles advertising has brought the brand and the eating experience to life through song and movement (with catchy lines like “once you pop you can’t stop”). That line has been retired (so please do not use it), but the irresistible experience remains true. There is something magnetic, shareable and fun about eating Pringles.
--Target Audience: Adults 18-49, particularly those that have a past affinity for the Pringles brand and are open to rediscovering it.
--Tone: Fun, clever while maintaining the Star Wars brand’s spirit of epic adventure.
--Exposure: Kellogg’s/Pringles websites and National TV.
This project will be worth a total of $75,000 and consist of three phases, an Idea Phase, a Pitch Phase and a Video Phase. Be sure to read the following information carefully as well as the Official Rules.
PHASE 1: IDEA – Tell us your Idea for a Pringles Star Wars Video in 140 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, Ideas should be clever and engaging. Winning Idea creators will each receive $250 and a 5% one-time residual payment for every winning Video their Idea is used to generate. (That means if your winning Idea is the basis for the 1st place Video, you will receive $1,250, the 2nd place Video $750, the 3rd place Video $500, the 4th place Video $250, 5th place Video $200, 6th place Video $150, 7th place Video $87.50) – see Video Phase Payout details below.
PHASE 2: 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 (What Is a Pitch Phase?) for how YOU would go about producing a 60 second video based on one of the winning Ideas. The FIVE most compelling Pitches will be selected and will receive $2,000 to help create their Video. Those winners (upon submitting their Winner's Affidavit and IP Assignment) will also be GUARANTEED a winning place in the subsequent Video Phase. So, if your Pitch is selected and you submit a video during the Video Phase, you will win an additional $1,750, at a minimum, and have a chance to compete for the $25,000 first place Video prize (subject to deduction for one-time 5% residual payment). Remember your Pitch can include any, and all, of the assets mentioned above and 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. All Pitches will remain private until after the winners of the Video Phase are announced and the Project is complete. Keep in mind, if you don’t win the Pitch Phase or choose not to create a Pitch, you will still have the opportunity to create and submit a “Wild Card” Video.
PHASE 3: VIDEO – The FIVE winners from the Pitch Phase will create a 60 second video (along with a 30 second version) based upon their winning Pitches, and all other creators are invited to enter a “Wild Card” (What Is a Wildcard?) submission that is not based on any winning material from the previous phases. The Judges will score all Wild Card Videos and the two (2) highest scoring Wild Card Videos and the five (5) winning Videos submitted by Pitch winners will be scored to determine the standings for the Video Phase. Remember, the FIVE Pitch winners, along with two non-Pitch Video creators, will receive prizes.
--Video Phase Payout: Winners of the Video Phase will earn the following prizes: 1st place $25,000, 2nd place $15,000, 3rd place $10,000, 4th place $5,000, 5th place $4,000, 6th place $3,000, 7th place $1,750 (less any 5% one-time residual payments paid to Idea winners, as applicable).
--Music: Star Wars music will be made available to you for use in your videos. The tracks can be found under the Assets tab on the Project Page.
Tongal has partnered with Audiosocket, a boutique music licensing and technology company representing more than 2,400 emerging bands, composers and record labels. This is not "stock" music. It is an inventory of more than 40,000 original, culturally relevant songs and music that have been compiled into a premium roster. Audiosocket's music will be available to Tongal members at no charge solely for their incorporation into Tongal members' submissions to this Project. Tongal members are encouraged to browse the Audiosocket roster, available by clicking on the "Audiosocket" button on the right hand side of this page. If you are interested in using a track from the Audiosocket roster, as described above, just add the track(s) you want to use to your cart using the "+cart" button, then click the "checkout" button. Enter the Tongal project name and click the "purchase and download" button to acquire the track for free ($0.00). Lastly, click the "download track" button, which will initiate the music file download. You may only use THREE Audiosocket tracks maximum as part of your video submission.
--Sound Effects: We encourage you to check out StarWars.com for sound effects inspiration.
To find out more about the rules and Requirements specific to this contest, click HERE.
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.
1. Videos must NOT exceed 60 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. Tongal will source a bumper for this project that will be provided under the Assets tab of this page. All videos MUST use this provided bumper.
4. Any use of an Audiosocket track obtained through Tongal in connection with the Pringles Project that is outside of such Tongal member's submission to such project is strictly prohibited.
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. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Pringles.
7. Submissions must not portray Pringles or Star Wars in a negative way, the determination of which will solely reside with Pringles and LucasFilm.
8. Videos must be in the English language or subtitled.
9. Limit 5 submission(s) per member, per phase.
10. You must be at least thirteen (13) years or older to enter.
11. Minimum 50 Pitches, or the contest may repost for fourteen (14) days at the sponsor's discretion.
12. 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.
13. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, winning video creators MUST also provide Talent, 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.