Create an entertaining and relatable suite of two, 10 to 15-second Videos with lively vignettes about the moments leading up to a messy situation, and the call to action “Get the Ajax!”    

It is inevitable. Or, as they say in French, inévitable. Something is about to get really messy. There you are, minding your own business, when suddenly, out of the corner of your eye, you see it coming – maybe it’s a pair of muddy puppies bounding into the front door, or a bowl of sauce tumbling to the floor – and there’s no way to stop it. It’s a little bit of bad luck, a little bit of chaos, but mostly, c'est la vie. And in that moment of anticipation, when you know the mess is coming, there’s only one thing to do: “Get the Ajax!”

Ajax is a trusted brand of cleaning products that was introduced by Colgate-Palmolive back in 1947, and it’s got a range of cleaning solutions for all types of needs, from floors, to windows, to bathrooms, to basically any hard surface. Ajax is also a market leader in Europe, with a very strong foothold in France, as well as countries like Greece, Italy, and the Nordics – but Ajax wants to keep expanding that market share in the EU, and they want to catapult the phrase “Get the Ajax!” into everyday language the way “Google it!” is there for search. So, humble Tongalers, they’re turning to you.

Ajax wants to capture that tense moment of anticipation before the crash, the splash, and the splatter, when realization hits and we start think about what comes next, because if there’s cleaning to be done, “Get the Ajax!” really should come next. It’s like a recommendation, a bit of advice, a cry for help, a consolation, and sometimes, a celebration, all rolled into one. It works at home, where Ajax is quick and convenient, so you can enjoy life and not just clean up after it – but it also works anywhere you live your life – whether it’s your car, your backyard, or your local shop.

Check out their French website here for some product info (and translate with Google Translate), and then head on down to the Objectives to learn how it will work… 

The goal is to create an entertaining and relatable suite of TWO 10 to 15-second Videos, each with a funny and short vignette about that lively and chaotic moment of anticipation before the call to action “Get the Ajax!” Don’t worry about creating a huge mess yourself - think about this as showing the audience 2 + 2 without telling them it’s 4. They should know what comes next, without having to see it. A reference file for "Get the Ajax!" is included in the Assets Tab. 

The Videos should be completely distinct from each other, with a different storyline, unique characters, and new settings, and since Ajax products can clean just about any hard surface, there’s a wide range of possibilities to explore. Be humorous, but make sure it’s still relatable, optimistic, and vibrant.

Importantly, this must be filmed outside the United States, and Videos should portray everyday realities that can be transferred anywhere across Europe, regardless of geography. If there’s dialog, the Video should be in English, but it’s also a great idea to explore creative non-verbal or V.O. executions. 

NOTE: The TWO 10-second Videos are due at the close of the Video Phase.  Please upload them as separate videos when submitting your Videos.   

--Key Marketing Messages:

• “Get the Ajax!” is a catch phrase that can be used in everyday life whenever there is a mess to clean, just like saying “Google It!” when you need to search something online.
• For every cleaning need there is an Ajax solution. Establish that there is a variety of situations where the range of Ajax cleaning products works.
• I’d better make sure I have Ajax on hand, in case of a mess.

--Target Audience:

• This should also be able to transfer to any market across Europe
• Core Target: Men and women, 20-35.
• Adults across all demographics who enjoy a full life and like to welcome friends and family to their home, but don’t have the time nor the inclination to be clean freaks. When a mess happens, they like solutions that give maximum results for minimal effort. 

--Executional Mandatories: 

• VIDEO MUST BE SHOT OUTSIDE OF THE US. IF YOU ELECT TO TRAVEL FOR SHOOTS OUTSIDE YOUR HOME COUNTRY, YOU WILL BE REQUIRED TO MAKE YOUR OWN HOTEL AND TRAVEL ARRANGEMENTS.
• Videos must be distinct from each other, and also use different talent, and different locations.
• The Videos should dramatize the anticipation of the mess, versus the actual mess that will be created.
• Each Video should end on the “Get the Ajax!” signature bumper that they will provide in the Video Phase.

--Tone:  

• Relatable, funny, friendly, warm, lively.
• Humor should not come at the expense of someone else.
• Should not be crude, sexual, or controversial.

--Exposure:

• Intended for use on Colgate-Palmolive’s owned properties and YouTube channel, and will also be seeded to relevant channels.
• If you knock it out of the park, it may also be extended to TV.

--Product & Assets:

• If organic to the story, product will be provided, but it is not mandatory that it appears.
• Colgate-Palmolive will provide a bumper with a hand grabbing an Ajax product (multiple options available, depending on content) and a “Get the Ajax!” lock-up. Check the Project Assets for a low-res reference animation of "Get the Ajax!"

This Project will be worth a total of $26,000 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: IDEA – Tell us your Idea for ONE lively vignette about a moment leading up to a messy situation 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 EIGHT winning Idea creators will receive $250 each and a 5% one-time residual payment for any winning Video(s) based on their Idea. (That means if your winning Idea is the basis for the 1^st place Video, you will receive $500; the 2^nd place Video $375) – see Video Phase Payout details for more information.

PHASE 2: PITCH - Submit your Pitch (What is a Pitch Phase?) convincing the Sponsor why you should be selected to execute a suite of TWO Videos based on 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 Videos you intend to create. 

• Treatment (Optional): A detailed narrative description of what's going to happen in the Videos. 

• 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 3 most compelling Pitches will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will each receive $2,000 to help create a suite of TWO Videos. Additionally, upon submitting a suite of TWO Videos 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 $5,000, at a minimum, and have a chance to compete for the $8,000 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 The Indie Machines 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 3 winners from the Pitch Phase will each create a suite of TWO 10 to 15-second Videos based upon their winning Pitch.

NOTE: The 10 to 15-second Videos are both due at the close of the Video Phase. Please upload them as separate videos when submitting your Videos.

--Video Phase Payout: Winners of the Video Phase will earn the following prizes: 1st place 8,000, 2nd place $5,000, and 3^rd place $5,000 (subject to deduction for one-time 5% residual payment to eligible Idea winners)..

--Music:  Tongal has partnered with two premiere music providers: Audioblocks and Epidemic Sound. Any of which can be used to source music for your Video submission to this Project. 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 Videos MUST not exceed 10 to 15 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. 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 50 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.