Sears and Serta want you to create an engaging and sharable 30-second Video (including a 5-10 second bumper) that shows why “Dreams Matter” and how sleep and the right mattress can make a difference.    

We're told over and over again that better sleep results in glowing skin, lower stress, more alertness, among countless other benefits, and we all know that getting enough sleep is essential. However, we’re still sleeping on couches or old lumpy mattresses that aren’t doing our bodies or minds justice.

Sears, one of America’s most storied and trusted national retailers, has teamed up with Serta, the premiere name in mattress quality and innovation, to help you sleep better - providing you with a wide range of the highest quality options and a professional staff who can help you make the right choice.

Now Sears and Serta are turning to the Tongal community to communicate that “Dreams Matter” and if you want to get that fantastic sleep we all crave and need you should go to Sears for their wide range of Serta luxury and specialty mattresses. 

What you need to know:

• Concepts MUST show the Serta mattresses throughout the spot so NO concepts that don’t reveal the product until the end.
• Sponsor will provide product to Pitch winners (yes, that means if you are a Pitch winner you will get to keep an awesome Serta bed!!!)
• Sponsor will provide a shot-list to Pitch winners for the mattresses.
• You will need to submit a 30-second video that includes a 5-10 second bumper. Total run time needs to be 30 seconds including the bumper. 

The goal of this project is to create an engaging 30-second Video with a 5-10 second bumper showing consumers why “Dreams Matter” and how sleep and the right mattress can make a difference. We want viewers to takeaway that Sears is the retailer where they can find an expanded assortment of Serta luxury and specialty mattresses.

Bumper Details: The brand will provide bumper assets and creative guidance to the Pitch winners.  The expectation is that you will be able to incorporate some motion graphics and professional sounding voiceover.  Also, please know that your bumper may be used across other Serta video assets.

--Key Marketing Messages:

Your Video should help bring to life the new Sears brand identity: “Dreams Matter”

• Real, natural, deep, sleep fuels the human spirit. Over time allowing us to not only have a better day, but a brighter future – delivering on your hopes and dreams. Sleep keeps our dreams alive. Because when you sleep better you awaken to the world with wide-eyed optimism, a feeling that anything is possible, that greatness is always within reach. Sleep, and the right mattress, matter to Sears because we know how much dreams matter to you. 

--Target Audience: Young affluents, city dwellers/singles, newly married couples, head-of-households (ages 25 – 40).

--Executional Mandatories:

• Mattress should be included/shown throughout the whole video. We are not looking for Videos that have a big “unveil/reveal” at the end.
• Headboards should be included in the mattress shots.  These will also be provided by the brand.
• Sponsor will provide a mattress shot list to the Pitch winners.
• Mattress should always be the hero.
• No mattress jumping/abuse.
• Mattress must be visible, so no completely dressed bed.
• Must show luxury mattress in coordinated bedroom scene.
• Do not show the Serta Sheep or sheep of any kind.
• Videos must emphasize the Serta iComfort® and iSeries® mattress lines.

--Tone: Breakthrough, with a word of authority and convincing overtone.  Avoid shtick and over-the-top humor.

--Exposure:

• Content-specific sites (shelter/home publications)
• Health and wellness sites (medical advice/fitness/vitamins/weight loss)
• Social networks and niche community sites
• Utilized on Sears.com site to enhance user-experience

Product:  Serta will provide mattresses to the Pitch winners which they will get to keep!

This project will be worth a total of $37,000 and consists of THREE (3) 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 Sears and Serta 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. The winning Idea creators will receive $250 each and a 5% one-time residual payment for any winning Videos based on their Idea. (That means if your winning Idea is the basis for the 1^st place Video, you will receive $812.50, the 2^nd place Video $500) – see Video Phase Payout details for more information.

PHASE 2: PITCH - Submit your Pitch convincing the Sponsor why you should be selected to execute a Video based on one of the winning Ideas 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 TWO (2) most compelling Pitches will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will each receive $5,000 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 $10,000, at a minimum, and have a chance to compete for the $16,250 First Place video prize (subject to deduction for one-time 5% residual payment to eligible Idea 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.    

PHASE 3: VIDEO – The TWO (2) winners from the Pitch Phase will each create a 30-second Video based upon their winning Pitch.

The Judges will score the TWO (2) winning Videos submitted by Pitch winners to determine the standings for the Video Phase.  Remember, the TWO (2) Pitch winners will receive prizes.

--Video Phase Payout: Winners of the Video Phase will earn the following prizes: 1st place $16,250 and 2nd place $10,000 (less any 5% one-time residual payments paid to the Idea winners, as applicable).

--Music:  Tongal has partnered with three premiere music providers: Audioblocks, 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). Check out more about our Referral Program in FAQ.

1. The Video MUST not exceed 30 seconds (including the bumper) 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. 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 25 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.