For over 50 years, Barbie® has been a platform for young girls to live out aspirations and explore possibilities. In keeping with that tradition, Barbie® “I can be™…” line is all about letting young girls know that when they grow up, they can be…anything they want.

Create a short, :30-:60 second video that brings a fresh new approach to the Barbie® “I can be™…” campaign.  The goal is to have a video that resonates with consumers, and there is flexibility in the overall tone – stories/videos can be anywhere from humorous/playful to sentimental/touching in theme. Some potential adjectives to keep in mind when thinking about the tone of your piece are aspirational, playful, fun, humorous, sincere, inspirational, adventurous, thematic, imaginative. YOUR FINISHED VIDEO SHOULD BE ABOUT BRAND MESSAGE, NOT A TOY COMMERCIAL.  However, should you choose to include existing product in your story/video, that is fine, but not a criteria for judging.

You are encouraged to do some research by visiting both the Barbie® “I can be™…” website: http://icanbe.barbie.com/ and retail locations to get familiar with the line. For examples of current sentimental theming around Barbie®, you can review the previous work produced for this campaign here. For examples of playful theming around the brand, you can review many of the videos created around Ken®/Barbie® for Toy Story 3 including this compilation.

Tongal breaks down the production of work into phases. Rather than force creators to go off into a vacuum and produce genius, the Tongal process is collaborative, engaging and fun. This project will be worth a total of $20,000 and consist of two phases so there's an opportunity to showcase a variety of skills.

PHASE 1: STORY – In 500 characters or less, tell us your “I can be…” story.  Your Story can be presented in a range of creative ways, all centering around girls, aspirations or the Barbie® brand. The five best Stories will be selected as winners and serve as the inspiration for the upcoming video phase. Also, the winning story creators will receive a 5% residual payment of every winning video they are used to generate.

PHASE 2: VIDEO – Select one of the Five (5) winning Stories and make a 30-60 second Video that either captures its essence or is based on it. Be creative, know the goal, understand the Key Marketing Messages and Target Audience, and have fun with it. Be sure to read the sponsor's notes before beginning work on your Video.

--Target Audience

1) Primary target audience: Moms of girls ages 3-9

2) Secondary target audience: Girls ages 3-9

--Key Marketing Messages

1) “When I grow up, I can be…anything I want”

2) Barbie® (and doll play) is a platform for girls to live out aspirations/explore possibilities.

3) The Barbie® brand serves a purpose to girls as they try on different personalities, careers, and explore the world and all of its possibilities without ever having to leave home.

 --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 I Can Be 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.

--Judging:

All submissions will be evaluated by a panel of brand representatives (marketing and advertising professionals). This panel will review all of the submissions and select the “Finalists.” Subsequently, each Judge will review the Finalists and select his or her Top 10. From all the judges' Top 10 selections, the finalist will be chosen in a discussion between the judges. Prizes will be awarded accordingly. There are four Judging Criteria for this project and each will be taken into consideration equally when evaluating the submissions.

1) Creativity: Is this an original and interesting piece of content?

2) Brand Representation: Does this content properly represent the brand, product or messaging?

3) Production Quality: Is the video properly formatted, well-lit, well-shot, is the sound crisp and clear, is it well-acted, does it go above and beyond in terms of resourcefulness?

4) Objective: How well does the piece of content fulfill the objective of this specific project?

1. Videos must not exceed sixty (60) seconds in length. Preferred format is 1280 x 720 HD, 24fps. Acceptable formats are .mov, .avi, .mp4, and .wmv. Acceptable codecs are H.264, MPEG-4, H.263, MPGV, WMV, and DivX.

2. All work must be your own and free of any copyrighted material.

3. Videos MUST either say the Barbie brand name a minimum of one (1) time, or show the Barbie logo on screen a minimum of (1) time. You can choose from any of the logos provided on the PROJECT FILES tab.

4. Videos cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Mattel.

5. Videos must not portray the sponsor’s company in a negative way, the determination of which will solely reside with Mattel.

6. All content must be in the English language or subtitled.

7. Limit five (5) submission(s) per member, per phase.

8. YOU MUST BE AT LEAST 18 YEARS OF AGE TO ENTER AND BE A LEGAL RESIDENT OF THE UNITED STATES OR CANADA.

9. Minimum twenty-five (25) Videos or the Project will repost for fourteen (14) days.

10. Any use of an Audiosocket track obtained through Tongal in connection with the I Can Be Project that is outside of such Tongal member's submission to such project is strictly prohibited.

          ADDITIONAL PROJECT REQUIREMENTS:

*Except as permitted by the second bullet, your submission must be wholly original to you and never submitted to any other party or contest.

*Your submission must be created without the use of: (i) any property, materials, or rights of any third party unless you have the necessary rights, permissions or authorizations to use such property, materials, or rights (in writing through your use of the Tongal-provided clearance forms; or (ii) any other person’s contributions unless you have such person’s written permission (in writing through your use of the Tongal-provided clearance forms.  You may use Sponsor’s materials expressly permitted on the Project Details Page and use only original music or Tongal-licensed music that is specifically made available to you for your use in your submission.

*You cannot enter a submission if you currently work or have ever worked for a toy company.

*You cannot enter a submission if you currently work for, or have other obligations to, a party that would have any ownership or other interest in the submission or your submission would violate any rights of that party or would be contrary to any of your obligations to that party.

*You understand that your submission is not being submitted to Sponsor in confidence or in trust and that no confidential or fiduciary relationship is intended or created between you and Sponsor by submission of your entry.  Your submission will be treated as non-confidential and non-proprietary.  Sponsor finds that many submissions that it receives, including those from professionals, are already in the public domain; or are identical or substantially similar to products developed or in development by Sponsor’s own staff; or, for a host of many other reasons, are not novel or unique.  You acknowledge and agree that Sponsor’s use of other material containing elements similar to or identical with those contained in your submission will not obligate Sponsor to negotiate with you or entitle you to any compensation and Sponsor will not be liable to you in any way.