Create a series of five 15-second Recipe Videos (and corresponding 6-second cutdowns) to show breakfast lovers how they can put a whole new spin on Kellogg’s cereals. Craft some tasty and tantalizing videos that elevate cereal to the next level.    

***The Recipe Winners have been announced and Kellogg's has decided to award two additional Recipes. The Recipes have been split into two groups of six, listed below. Pitch Submitters will still only be producing five videos each. So when you submit your pitch, we'll be asking you to pick which Group of recipes you'd like to pitch on and you should mention which five of the six recipes in the group you plan to create videos for.***

Group 1 (pick five of six)

1. Special K Smoothie Bowl (Special K)
2. Churro Dreams of Cereal (Frosted Flakes)
3. Maui Fresh Flakes (Frosted Flakes)
4. Grab & Go Morning Mix (Frosted Mini Wheats)
5. Autumn Happiness (Raisin Bran Crunch)
6. Go Go Krispies (Rice Krispies)

Group 2 (pick five of six)

1. Cranberry Breakfast Scone (Corn Flakes)
2. Gorilla Chow (Cocoa Krispies)
3. Apple Pie (Frosted Flakes + Apple Jacks)
4. The Tropical Feel Good Breakfast Cereal (Special K)
5. Bangkok Bran (Raisin Bran)
6. Nutty Cracklin' Oat Bran (Cracklin' Oat Bran)

Most people look at a bowl of cereal and see something plain and simple. Sure, it’s a great way to fuel your day. But fun? Exciting? Gourmet? An Epicurean delight? Not really.

You, on the other hand, see a blank canvas. One with limitless possibilities to craft something tastier, livelier and more filling.  Why have plain, old cereal when you can have Berry Au Lait (Frosted Mini-Wheats, Cereal Milk, ground coffee and fresh raspberries)? Or Honey Buzz (Raisin Bran Crunch, vanilla yogurt, honey, toasted pecans and fresh peach slices)?

Kellogg’s wants your help taking cereal to the next level. Use Kellogg’s brand cereals as your building blocks and tell us your Recipes that put a whole new spin on this breakfast staple. The winning Recipes will be brought to life in a series of tasty and tantalizing Videos.

Kellogg’s is open to a variety of video executions - live action, animation or stop motion – whatever method best shows off these new recipe twists in a fun and exciting way. Check out the Objectives tab for more info.

The goal of this project is to create a series of five 15-second Recipe Videos (and corresponding 6-second cutdowns) to show breakfast lovers how they can put a whole new spin on Kellogg’s cereals. Craft some tasty and tantalizing videos that elevate cereal to the next level.

Note to Recipe Submitters: Tell us your fun and delicious Recipe that puts a new spin on the traditional cereal breakfast. It’s important that Recipes focus on elevating cereal and not using it as a way to spice up another dish. Recipes should be listed in a traditional Recipe format. You may upload an optional image or PDF to help illustrate your Recipe.

When you submit a Recipe you will be asked which Kellogg’s Cereal it is based on. Pick one of these brands from the dropdown menu:

• Special K: Red Berries, Original, Oats & Honey, Gluten Free or Protein
• Frosted Flakes Original
• Frosted Mini-Wheats: Original, Unfrosted or Chocolate
• Raisin Bran: Original, Crunch or Cranberry
• Froot Loops: Original
• Rice Krispies: Original or Cocoa Krispies
• Other: Corn Flakes, Kellogg’s Origins Ancient Grains, Apple Jacks, Corn Pops, Krave, Honey Smacks, Crispix, Cracklin’ Oat Bran or All Bran

Note to Pitch Submitters: Two Pitch Winners will be awarded and each will create FIVE 15-second Videos and 5 corresponding 6-second cutdowns. At the beginning of the Pitch Phase, the ten winning Recipes will be split into two groups: Group A and Group B. The brief will be updated with the listing for each group. Pitch submitters will be invited to pitch on either Group A or B in order to communicate that group of Recipes into five Videos. You’re welcome to submit a pitch for each group if you like.

Kellogg’s wants to make sure that all food presented in your Videos looks delicious. Consequently, you’re encouraged to secure the services of a food stylist to ensure all food shown is appealing. Please tell us about the stylist you’ll be using in your Pitch.

NOTE: The five 15-second videos and corresponding 6-second cut-downs are both due at the close of the Video Phase.  Please upload them as separate videos when submitting your Videos.

--Key Marketing Messages:

• Kellogg’s cereals are delicious building blocks for amazing breakfasts.
• Kellogg’s tagline: “See You At Breakfast”

--Target Audience: Millenials ages 25-34.

--Executional Mandatories:

• It’s important that cereal is the main ingredient in your Recipes. This is “how can you make cereal more interesting?” NOT “how can you add cereal to something else?”.
• Please don’t show any people in your video. Hand models and voice-over are ok.
• All videos and recipes should be anchored around breakfast.
• Cereal used must be Kellog’s cereal. See the brands listed above.

--Tone: Energetic, fresh and confident.

--Exposure: Social video sharing platforms (YouTube, Facebook, etc.) and across various websites.

This Project will be worth a total of $45,000 and consists of three Phases: a Recipe Phase, a Pitch Phase and a Video Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: RECIPE– Tell us your delicious Recipe in 500 characters or less. Recipes should be listed in a traditional Recipe format. You may upload an optional image or PDF to help illustrate your Recipe. The winning Recipe creators will receive $500 – 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 Videos based on the winning Recipes 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 most compelling Pitches will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will each receive $3,000 to help create the Videos.  Additionally, upon submitting Videos that satisfy 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 submissions, you will win an additional $14,000, at a minimum, and have a chance to compete for the $20,000 First Place video prize. 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 two winners from the Pitch Phase will each create five 15-second Videos (and corresponding 6-second cutdowns based upon their winning Pitch.

NOTE: The five 15-second videos and corresponding 6-second cut-downs are both due at the close of the Video Phase.  Please upload them as separate videos when submitting your Videos.

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

--Video Phase Payout: Winners of the Video Phase will earn the following prizes: 1st place $20,000 and 2nd place $14,000.

--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. 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 custom music solution for your project are invited to connect with SCORE A SCORE.  They specialize in the creation of custom music, on-demand.  

Their business model is based on a "name your price" system, so you can tell them what your budget is, and they will work with you to create a deal configuration that will work within the discussed parameters. Check out the FAQ for more information and how to contact 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 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.  

1. The Videos MUST not exceed 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.