Share your ideas for a strong standalone visual (that will also be part of a demonstration video) that shows how CeraVe’s 3 essential ceramides restore barrier function, reduce moisture loss, and increase hydration.

If you’ve never heard of ceramides, don’t worry – you’re not alone. And that’s exactly why we need you to help us create a simple yet stunning visual to show the world how CeraVe's 3 essential ceramides benefit the skin. 

Ceramides are lipids (oils) found naturally in the skin. They’re essential to supporting the skin barrier and retaining moisture; without ceramides, our skin barrier is weakened, which allows moisture to escape and result in itchy, dry, and/or irritated skin. 

But the good news is that applying ceramides directly to the skin can replenish the moisture needed for healthy, smooth skin with a strong barrier. Which is exactly why all CeraVe products contain ceramides. The unique combination of 3 essential ceramides in CeraVe help replenish skin’s existing ceramides, relieve dry skin by reducing moisture loss, increase hydration, and restore the skin barrier. Ceramides build a layer of support for your skin, propping it up to create a healthy foundation.

So we want you to come up with an idea for a strong, simple, and memorable visual that conveys how CeraVe's 3 essential ceramides benefit the skin. Think of the classic '80s “Your Brain On Drugs” PSA: we all instantly thought of an egg frying in a pan, right? That’s the kind of lasting permanence we’re looking for for our visual. Something that will be memorable and clearly draw a link showing how CeraVe's 3 essential ceramides restore the skin barrier for healthy skin.

This visual image will be used as a standalone, but also as part of a video demonstration (like that frying egg “brain” in a pan of oil “drugs”), and as a GIF, so think of the actions that play into your visual, too – IE, if it’s a shot of the dry, cracked Sahara, how would you frame it in a video? 

Read on to the Project Objectives for more info and more examples of other similar visuals.

The goal of this project is to find a memorable idea for a visual representation of how CeraVe’s ceramides reduce moisture loss, increase hydration, and restore the skin barrier. The visual will also be used to demonstrate how CeraVe's ceramides benefit the skin in a :15 video and in a GIF. 

Think of recognizable everyday objects that can demonstrate how the ceramides benefit the skin. If an alligator makes people think of dry, scaly skin, then what everyday images, objects, or actions can demonstrate how CeraVe's ceramides restore and benefit the skin? 

Here are some other examples of how skincare brands use visual representation to demonstrate their products’ benefits: 

bareMinerals: Complexion Rescue Demo   

Baby Dove | New Baby Skin Care | Baby Soap Test

skinCeuticals: Atmospheric Skin Aging

Aveeno Natural Moisture Lock Demo

And here’s CeraVe’s 2018 ad campaign, for context on how they’re currently approaching the space: https://www.ispot.tv/ad/wFUp/cerave-craving

As with all of these videos, your visual should work as part of a larger video piece and should successfully do the following: 

• Engage viewers with a stunning yet simple visual that shows how CeraVe’s 3 essential ceramides benefit skin. 
• Educate with a simple and ownable visual that allows viewers to easily understand and connect the benefit that CeraVe’s 3 essential ceramides play in the skin.
• Convert viewers into becoming CeraVe users and advocates.

Your visual does NOT have to feature any CeraVe products, so channel all your creativity into a strong visual metaphor!

--Key Marketing Messages: 

Bring the benefits of CeraVe ceramides to life in a simple and memorable way.

How CeraVe’s 3 essential ceramides – Ceramides 1, 3, and 6-11 –  function and work in the skin: 

• Replenish the skin’s naturally-occurring ceramides
• Relieve dry skin by reducing moisture loss and increasing hydration
• Restore the skin barrier.

--Target Audience:

• Women & men, 25+ 
• Derm brand users
• People with atopic skin 
• People who shop mass, ecommerce, specialty 
• Income range $75,000+ 
• All ethnicities with a lean towards Hispanic 

--What to Avoid:

• Stay away from showing competing products.
• Scientific imagery – we want to create a visual metaphor using everyday, common, and/or unexpected imagery.
• Avoid comedy, musical executions, historical settings, sex, or comics. 
• Any claims that implies that CeraVe products heal, cure, or change the structure of the skin. 

--Tone: 

Straightforward, accessible, approachable, and authentic. In line with CeraVe’s similar brand advertising (linked above). 

This Project will be worth a total of $1,250 and consists of an Idea Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: IDEA – Tell us your Idea for a simple but memorable visual that demonstrates CeraVe’s Essential Ceramides in 140 characters or less.  Remember, an Idea 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. 

The winning Ideas will go on to a separate Pitch to Video project for filmmakers to Pitch against.

1. 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.

2. BY SUBMITTING AN 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.

3. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.

4. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.

5. 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.

6. Limit 5 submissions per member.

7. You must be at least thirteen (13) years or old. 

8. The Sponsor reserves the right to repost the contest at their discretion.

9. You must be a resident of the U.S. or U.S. territory to be eligible.

10. Winners must submit the standard Tongal W-9, Winner Affidavit, and IP Assignment.

11. 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.