The LEGO Group is looking to create TWO (2) suites of FOUR (4) videos (each 6 to 30-seconds in length) to test against each other as Amazon Video in search ads.

Amazon is more than just a company, it’s become part of our lifestyle. Instead of asking, “What can I buy on Amazon?” the question becomes, “What can’t I buy on Amazon?” And we’re so used to Prime that we start complaining when items take longer than two days to arrive!

As a company that’s constantly revolutionizing the online shopping experience, Amazon has a new product, Video in search, that offers advertisers a content-rich medium in which to make a direct connection with Amazon customers through videos in mobile search results. 

These ads are shown below the fold in the search results for select keywords that are relevant to the product. Customers can click through to the detail page for the product being advertised or to the store or other landing page on Amazon. Video in search is currently in beta and is only available on iOS (best practices, examples, and specs here).

Working with Amazon, The LEGO Group is looking to determine what ad format resonates best with shoppers with Video in search. They’re looking to create TWO (2) suites of FOUR (4) videos (each 6 to 30-seconds in length) to test against each other as Video in search ads. Each suite of videos will feature one video for each of the following four themes: LEGO Friends (41347), LEGO Creator (31084), LEGO Technic (42077) and LEGO BOOST (17101).

Interested? Please read below for more details.

• We’re looking for 6 to 30-second ads that feature the product (example here).
• This would be a test between a more “product features/details” video suite versus a more “lifestyle/play experience” video suite.
• Please let us know in your treatment, how you would format your suite of videos.
• Please limit the number of actors to TWO (2) per video.

The goal of this project is to source TWO (2) suites of FOUR (4) videos (each 6 to 30-seconds in length) to test as Amazon Video in search ads. Each suite of videos will feature one video for each of the following four themes: LEGO Friends (41347), LEGO Creator (31084), LEGO Technic (42077) and LEGO BOOST (17101). The two suites of videos will be tested against each other to determine what messaging resonates best with shoppers.

Overall, we’re looking to drive awareness for key themes on Amazon and understand what ad formats work best in the new in-stream search video format.

--Target Audience: Amazon shoppers, parents

--Executional Mandatories:

• Please keep your videos in line with the standard LEGO® tone of voice, branding, etc.
• DO NOT SAY LEGOS OR LEGO BLOCKS. The word “LEGO” should be used as an adjective (i.e. LEGO bricks, LEGO sets).
• Content needs to be family friendly.
• DO NOT show competing toy lines.

--Exposure: Amazon Video in search

--End Card: The winning filmmakers will need to create an end card with a call-to-action. 

This project will be worth a total of $25,000 and consists of FOUR (4) Phases: a Pitch Phase, a Pre-Production Phase, a Video Phase, and a Revisions 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 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.

• Treatment (REQUIRED): A detailed narrative description of what's going to happen in the video. 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 video 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 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 suite of videos. Additionally, upon submitting a suite of 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 submissions, you will receive an additional $7,500. 

For an example of an effective pitch, check out The Indie Machines winning “3 Artists & 5,000 LEGO Bricks” 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 TWO (2) pitch winners 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 multiple rounds of feedback.
• HEADSHOT – 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.

No filmmakers may begin shooting their video 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 winners will each create a suite of FOUR (4) videos (each 6 to 30-seconds in length) based upon their winning pitch. 

--Video Phase Payout: Upon submitting a video that satisfies 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 winners will receive a final payment of $7,500.

--Music: Tongal has partnered with three premiere music providers: Jingle Punks, 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 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 winning submitters will enter the Revisions Phase (What is a Revisions Phase?). During this phase, filmmakers 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 Codec in 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. The videos MUST not exceed 30-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 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 or subtitled.

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 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 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.