Create Videos that build on the foundation of Johnson’s Baby Care heritage and leadership by bringing the Stories of real, GLOBAL families to life to share how they've grown with the brand for decades. 

To the untrained eye, it may seem like you’re just bathing a baby with HEAD-TO-TOE®, but NO! You know it’s so much more.  

That’s because Johnson’s® Baby Care is an iconic brand with a long history of baby expertise. Their products are specially designed to stimulate your senses, especially through smell and touch, because they are a brand that cares about creating experiences for you and your baby to bond and grow. It’s through these experiences that memories are made. 

You know it, Mom knew it, and grandma knew it. Call it intuition. Call it tradition. Either way, we know YOU have the Stories to share about how Johnson’s has been a meaningful part of YOUR life, your bath rituals, your beautiful family’s growth throughout generations, all over the world.

The goal of this project is to create an emotional, authentic and inspiring Video, 60-90 seconds in length (with 15 second cutdowns), that shares the real Story of a family anywhere in the world that has grown with the Johnson’s brand and baby care products. Think about: What does Johnson's mean to you? What does it mean to be a modern family? Maybe your Story is about you, your mom and your grandmother using Johnson's for decades, or perhaps your family is a close knit group of women who are so much more than friends. Think about the circle of people whom you trust and grow with, and what it means to cherish a brand who cares so much about the health, happiness and development of your baby. 

Thought-Starters:  How does Johnson’s play a part in ensuring your babies grow up healthy and happy? How does Johnson’s trigger wonderful memories of love in older generations and is still creating new ones for younger generations? What are some of the different family traditions, bath time rituals, favorite memories with Mom/Grandma/Baby and Johnson’s from all across our globe? 

Your Video should drive an emotional connection between viewers and the Johnson’s brand through Stories from Johnson’s loyalists who have made Johnson’s a part of their family, ensuring happy healthy babies and families all across the world. 

PLEASE NOTE THAT THESE MUST BE TRUE STORIES. PAYMENT FOR A WIN IS CONTINGENT UPON YOUR COOPERATION WITH THE WINNING FILMMAKER SELECTED TO BRING YOUR STORY TO LIFE.

NOTE: The 60-90 second video and 15 second cut-down are both due at the close of the Video Phase.  Please upload them as separate videos when submitting your Videos.

--Key Marketing Messages:

• Johnson’s. So Much More.
• Each new sensorial experience helps your baby develop and learn and creates memories. You have the sense memory of a warm Johnson's bath and that's why you use Johnson's now that you're a new mom.
• Johnson’s transcends skincare and enables families around the world to experience multi-generational memories of love.

--Target Audience: GLOBALLY, pregnant women and new moms with babies 0-3 years old

--Executional Mandatories:

• Bumpers will be provided to the finalists in revisions.
• Product does not necessarily need to be featured in the Video, but any product that you elect to feature should be Johnson’s.
• Don’t show unattainable or idyllic families/scenarios. Make sure that your Video is relatable, authentic, and real-life.
• When showing a baby in a bath, you MUST ALWAYS show mom or dad’s hand on baby for safety. Baby MUST NOT be shown unattended near water. When showing a baby, do not show genitals. 
• Stay away from any mentions of “off-label” usage (ie, I use it to remove make-up or to wash our dog).
• We encourage diversity. All languages & ethnicities are welcome.
• DO NOT show a baby under a running faucet as it’s a safety hazard. In addition, any bath faucet should have a cover over it so the baby doesn’t hit his head on it.

--Tone: Emotional, inspiring, uplifting, warm, loving. Authenticity is KEY. Families and scenarios should feel like real life and be relatable.

DO USE:

• Bright, high contrast photos with baby engaging or interacting with their surroundings.
• Real life situations, not posed or studio shot. Think about what a real mom posts on Instagram.

DON’T USE:

• "Stock” looking imagery with white background.
• Image of perfect baby and family, smiling, looking at camera.

--Exposure: This Video is intended for use across Johnson’s owned Global YouTube page, social channels and partner blogger sites.

--Product: Product is widely available. Be sure to use current product if it is shown in your Videos (not the packaging from years ago). Select product will be made available on a case by case basis if necessary.

This Project will be worth a total of $60,000 and consists of 3 Phases: a Story Phase, a Pitch Phase and a Video Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: STORY – Tell us YOUR unique Story in 500 characters or less how Johnson’s has been a part of your family story from one generation’s baby to the next’s. Please include a picture of your Story subjects in your submission (required). 

PLEASE NOTE THAT THESE MUST BE TRUE STORIES. PAYMENT FOR A WIN IS CONTINGENT UPON YOUR COOPERATION WITH THE WINNING FILMMAKER SELECTED TO BRING YOUR STORY TO LIFE. 

The winning Story creators will receive $800 each and a 5% one-time residual payment for any winning Videos based on his/her Story. That means if your winning Story is the basis for the 1st place Video, you will receive $1,250, the 2nd place Video $750, the 3rd place Video $580.

Payment for a win in the Story phase is contingent on your completion of the Winner’s Affidavit, the IP Assignment, and cooperation with the winning filmmaker selected to bring your Story to life in the subsequent Pitch Phase.

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 Stories from the previous Phase using:

• 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 2 most compelling Pitches will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will each receive $3,000 to help create the Video.  Additionally, upon submitting a Video that satisfies the criteria laid out in your winning Pitch, the Pitch winners 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 $11,600, 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 to eligible Story winners). 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.    

If you win in the Pitch Phase, you will be required to make your own travel arrangements to film the Story winner from the previous phase. 

PHASE 3: VIDEO – The 2 winners from the Pitch Phase will each create a 60-90 second Video based upon their winning Pitch.

NOTE: The 60-90 second Video and 15 second cut-down are both due at the close of the Video Phase. Please upload them as separate videos when submitting your Videos.

All other creators are invited to enter a Wildcard (What Is a Wildcard?) submission that can be based on one of the winning Stories from the previous Phase or a totally original Story that is not based on any winning material from the Story Phase.  The Judges will score all Wildcard submissions and the 1 highest scoring Wildcard Video along with the 2 winning Videos submitted by Pitch winners will be scored to determine the standings for the Video Phase.  Remember, the 2 Pitch winners, along with 1 Wildcard creator, will receive prizes.

--Video Phase Payout: Winners of the Video Phase will earn the following prizes: 1st place $25,000 and 2nd place $15,000 and 3^rd place $11,600  (less any 5% one-time residual payments paid to the Story winners, as applicable).

--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. That’s a potential $1,500 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 90 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. Limit 5 submissions per member, per Phase.

9. You must be at least thirteen (13) years or older to enter.

10. In the event that fewer than 50 Pitches are received, the Sponsor reserves the right to repost the contest for up to fourteen (14) days at their discretion.

11. 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.

12. 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.

13. 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.

14. 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.