Kraft Heinz is looking to the Tongal Community to create a suite of social videos that will spark the imagination of both kids and adults by showing the endless possibilities of what their snacks, desserts and drinks can be when topped with Hershey’s and Reese’s whipped toppings.

Kraft Heinz is looking to mix up boring and flavorless aerosol whipped toppings with the iconic and loveable flavors of Hershey’s Milk Chocolate and Reese’s Peanut Butter Cup. To create awareness for these exciting products, they’re requesting talented filmmakers to create social videos around the campaign idea of “Imagine the Dessertibilities.”

The focus of this campaign is the range of Dessertibilities, itself. Think about how these delicious new toppings can take center stage with desserts (classic, new or otherwise), snacks, beverages, or any other treats that will make people see their incredible potential. Videos should tantalize consumers with tasty visuals and reveal a world of sweet new creations.

Hershey’s & Reese’s whipped toppings should have their own unique color palette to be used consistently across all videos and social channels. This way, viewers will immediately know when they’ve been transported to a Reese’s or Hershey’s world.

The goal of this project is to raise awareness of Hershey’s and Reese’s whipped toppings by transporting consumers into fantastical worlds where viewers instantly recognize them as uniquely Reese’s or Hershey’s. Videos need to pique snackers’ imaginations and entice them to make and invent their own Dessertibilities.  The actual product will need to appear in the videos which means these can't be animation only, however they could be a mix of live action, animation, and/or motion graphics.

Campaign Personality Influence: Imagine the Dessertibilities should be led by the ‘Master of Candy.’ The Master of Candy is not a tangible mascot but more of an abstraction that represents the love of all things fantastical and sweet. Think of it as a guiding perspective that informs all the visuals and copy.  It's really up to you what form it takes but his/her POV should drive the tone across all videos.

This POV is all about piquing snackers’ curiosity and enticing them to sample and invent their own Dessertibilities. Encourage consumers to dream and indulge in all the possibilities of whipped toppings. 

We’re looking for you to bring to life one of two approaches to this idea. 

Approach 1

Feature a vibrant and eye grabbing world (bright colors, fun patterns, engaging visuals) that displays a variety of delicious foods featuring the new Hershey’s and Reese’s whipped topping.  There is no moment of entering this world, the videos purely exist in it.

Approach 2

Showcase the transformation of our current world into the fantasy sweet world when Hershey’s/Reese’s whipped toppings are put on food. Not only does the food transform, but so will the surroundings. Colors will change, inanimate objects will come to life and perhaps, others tasty dessert creations/sweet snacks creations appear because of the magic touch of the new whipped toppings.

Examples of sweet creations or foods made more indulgent and creamier:

• Hot chocolate or milk shakes topping with Hershey’s or Reese’s whipped topping, instead of marshmallows or chocolate syrup
• Stack of waffles or pancakes topped with whipped topping instead of syrup, butter or chocolate chip
• Cake, ice cream, cupcakes or pies 
• Pretzels, bananas, apples or strawberries dipped or dunked with whipped topping instead of chocolate/peanut butter

These are just suggestions. Please feel free to come up with your own or expand upon them.

Pitch Must Haves:

• Clear selection of approach 1 or 2 and illustrative details on HOW idea comes to life
• Answers how many desserts could be displayed – priority is to showcase a range of occasions and food pairings
• Not only includes, but builds around the idea of “Imagining the Dessertabilities” influenced by an eccentric, fantasy world aesthetic. We want to create content with HUGE stopping power 

Deliverables

• Three :15 Videos for Facebook and YouTube. The Facebook video(s) will be 1x1 and the YouTube video(s) will be 16x9 along with :06 cutdowns of each.  There will be one video for Hershey's, one video for Reese's, and one video where they're both present. Please see the Assets tab for Facebook best practices.
• Three :15 Videos for Facebook in-feed and Instagram.  There will be one video for Hershey's, one video for Reese's, and one video where they're both present. All of these will vertical (3x4) with :06 cutdowns of each. Please see the Assets tab for Instagram best practices.
• 1 Instagram Story Carousel ad that will be repurposed from the above 6-base assets.  Here are some examples of Carousel ads (https://fb.me/aFM3yA3b1ge5wT and https://fb.me/9nn1KvZgRmwSXH ) which gives the user more control in terms of tapping forward to move to the next frame at their own pace.  You can have up to three-frames while introducing and removing different pieces of video. Please see the Assets tab for Instagram Stories best practices.

In sum, there will be six unique base assets with a :06 cutdown of each along with one :15 Instagram Stories Carousel ad that can use footage from the base assets. Two of the 6 base assets will be Hershey's only, two will be Reese's only, and two will be videos featuring both.

--Key Marketing Messages: “Imagine the Dessertibilities”

--Target Audience:  Whipped Topping and Dessert category buyers, particularly young families with kids (adults aged 35-44 with kids aged 6-10 (elementary school). 

--Executional Mandatories:

• Kraft Heinz branding and logos are NOT to be included - Hershey’s and Reese’s are the heroes and you should use their unique color pallets and style.
• Do not focus on the “before,” most important features are the product and its food pairings.

--Tone: Curiosity, excitable love of all things sweet, imagination, indulgence 

--Exposure: 

:15 versions: Pre-roll YouTube, Hulu, Pre-roll online videos

:06 versions: Short version: Instagram, Twitter and Facebook 

Product - The sponsor will provide product to the awarded filmmaker.

Project Timeline

This Project will be worth a total of $40,000 and consists of 5 Phases: a Pitch Phase, a Pre-Production Phase, a Video Phase, a Revisions Phase, and an Assets Delivery Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: PITCH - Submit your Pitch (What is a Pitch Phase?) convincing the Sponsor why you should be selected to execute a suite of videos 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 suite of videos.

• 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.

• Treatment (REQUIRED): A detailed narrative description of what's going to happen in your videos. If it's helpful to you, we've provided a Treatment template, which you can find here.

• Script (Optional): This should include dialogue from the videos you intend to create. 

• Storyboards (Optional): Additional concept art, storyboards, shot list, anything that helps get your point across. You can download the Tongal storyboard template here.

• Headshots/Casting Boards (Optional): Casting notes or concepts, headshots of actors, etc. 

• Pitch Video (Optional): This is your opportunity to be face-to-face with the Sponsor and show them 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, animatic, etc. are welcome.   

The most compelling Pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will receive $20,000 to help create the suite of videos.  Please note the payment of the Pitch award is subject to a payment schedule determined by Tongal. Additionally, upon submitting videos that satisfy the criteria laid out in your winning Pitch, completing Sponsor notes, providing the necessary release forms, and providing all assets required by the sponsor the Pitch winner will receive a final payment of $20,000. 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 2: PRE-PRODUCTION – The winner from the Pitch Phase will enter the Pre-Production Phase (What is a Pre-Production Phase?). During this phase, filmmakers will need to receive the following Approvals from the brand: 

• SCRIPT – This project requires Script Approval before filmmakers move onto the Video Phase. The brand may provide feedback on your Script and ask you to submit a new version. There may be up multiple rounds of feedback until a Script is approved by the brand. 
• HEADSHOT – If utilizing onscreen actors, this project requires Headshot Approval before filmmakers move onto the Video Phase. You must submit at least two actor options per role. If the brand does not approve either of your options for a role, you may be asked to submit two new actor options.
• STORYBOARD - This project requires Storyboard Approval before filmmakers move onto the Video Phase. The brand may provide feedback on your storyboard and ask you to submit a new version of the storyboard. 
• LOCATION - This project requires Location Approval before filmmakers move onto the Video Phase. This means you will need to submit multiple images of your primary filming. The brand may provide feedback on your location and ask you to submit additional photos or to find a new location and submit images for that. 
• WARDROBE - This project requires Wardrobe Approval before filmmakers move onto the Video Phase. You will need to submit descriptions and/or pictures of your cast’s wardrobe. You must submit at least two wardrobe options per role. If the brand does not approve either of your options for a role, you may be asked to submit two new wardrobe options.
• FOOD STYLIST – This project requires Food Stylist Approval before filmmakers move onto the Video Phase. You must submit your planned Stylist with your Pitch submission. Once chosen as a Pitch Winner, the brand may either approve your Stylist or ask you to submit a new one for Approval.

No filmmakers may begin shooting their videos until all approvals are completed and the Video Phase has officially begun. If you begin shooting your videos during the Pre-Production Phase before you have received final approval, there is a chance you will need to reshoot (at your own expense).

For your convenience we’ve provided some helpful templates to use at your discretion. They include templates for creating a Treatment, Production Budget, Storyboards, Shot List, Call Sheet, and a Music Cue Sheet.  They can all be accessed here.

PHASE 3: VIDEO – Once the Pre-Production Phase is complete, the Pitch Winner will create the deliverables outlined in the Objectives section based upon their winning Pitch. 

--Music:  Tongal has partnered with two premiere music providers for this project: Jingle Punks 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. 

Tongal members interested in a more customized music solution for your project are invited to connect with our partner Score A Score. Email a brief description of your project (timing, creative, budget, etc.), along with any specific music direction and/or references to their creative team at music@scoreascore.com and include “Tongal Project - Your Name” in the subject line.  Their creative team will be in touch within a few minutes to discuss the simple process and options with you. Please note that you will be responsible for the fees associated with using Score A Score. 

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 third-party catalog providers, you must purchase the appropriate license at your own expense and submit it with your license purchase receipt when you turn in your Video paperwork.

PHASE 4: REVISIONS – Once the Video Phase has closed, the Pitch winner will enter the Revisions Phase (What is a Revisions Phase?). During this phase, the filmmaker will perform reasonable edits on their Videos according to the Sponsor’s feedback. 

PHASE 5: ASSETS DELIVERY - You must also provide all project files, editing sequences and a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codecin order to submit final payment. You will be responsible for the costs associated the hard drive (if necessary) and shipping.

For Tongal’s file delivery specs and any other questions you may have about post production please click here.

1. 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 be selected as winner, 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.

9. Limit 5 submissions per member, per Phase.

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

11. The Sponsor reserves the right to repost the contest.

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 Video(s) 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 award.

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.