ATTENTION! This isn’t your typical LEGO Project. The LEGO Group wants YOU to spread awareness about the LEGO Technic, LEGO Mindstorms and LEGO Architecture play themes to gift givers (ahem Moms, Dads, Grandparents, Older Siblings) everywhere!

Gift giving has become a modern art. Not only do you have to buy something that they’ll like, but also, ideally, your gift should be creative and interesting and unique AND fun. Finding the perfect gift is already daunting enough when it’s for friends and family your age, but buying gifts for adolescents takes it to a whole new level. It’s not just about making the kid happy, but also making sure mom and dad are on board with what you gave their kid. More often than not, you end up giving cash or a gift card, which, let’s face it, is a total cop out.

Now here's where The LEGO Group can help you with this seemingly insurmountable task. With the LEGO Technic, LEGO Mindstorms and LEGO Architecture play themes, it's easy to find the perfect gift for the kid who has everything or is just “too cool” for plastic toys. The LEGO Technic, LEGO Mindstorms and LEGO Architecture play themes are specifically designed to challenge the builder in every inscrutable adolescent and fuel their natural curiosity by connecting the LEGO world with the real world one brick at a time.

Working with Tongal, the LEGO Group wants to know how YOU would spread awareness about these play themes to gift givers everywhere.

Please see below for more information:

• ATTENTION! This isn’t your typical LEGO Project. We want you to think like a marketer and target ADULTS.
• The goal of this project is to create THREE (3) 15 second Videos (one for each play theme: LEGO Technic, LEGO Mindstorms and LEGO Architecture) and one 30 second Video (featuring all three play themes) to spread awareness to adult gift givers everywhere.
• We want your Concepts for Videos on how you would spread awareness of the THREE (3) play themes: LEGO Technic (all sets), LEGO Mindstorms (EV3 set), and LEGO Architecture (Studio set) AND how you would spread awareness for each individual play theme.
• This project involves a Social Pack: (ONE) 1 Behind-the-Scenes Video, FOUR (4) Still Images, FOUR (4) GIFS.
• Product will be provided to the Pitch winner. 

The goal of this project is to create THREE (3) 15 second Videos (one for each play theme: LEGO Technic, LEGO Mindstorms and LEGO Architecture) and one 30 second Video (featuring all three play themes) to spread awareness to adult gift givers everywhere!

Your Video should inspire adult gift givers to buy one of these LEGO play themes for kids 12+, when they otherwise would just give cash or a gift card.

NOTE: The THREE (3) 15 second Videos (one for each play theme: LEGO Technic, LEGO Mindstorms and LEGO Architecture) and one 30 second Video (featuring all three play themes) and the Social Pack: (ONE) 1 Behind-the-Scenes Video, FOUR (4) Still Images, FOUR (4) GIFS are all due at the close of the Video Phase.

--Key Marketing Messages:

• To help gift givers find a LEGO set they did not know existed, for an older kid who always loved LEGO but seems to be aging out of it. 
• Your Video should tie in the benefits of the products:
  • LEGO TECHNIC: Learn engineering and mechanical principles.
  • LEGO MINDSTORMS EV3: Create and command robots to walk, talk, think and do anything you can imagine! Learn about robotics and programming.
  • LEGO ARCHITECTURE STUDIO: For the budding architect, a true open-ended creative toolkit of white bricks, with a 272-page book filled with design tips from leading architects! Learn about design and Architecture.

--Target Audience:

• Parents and gift givers (especially grandparents) who are looking for holiday gifts for kids 12+ who love LEGO.
• For LEGO Technic, the target audience is boys 12+.
• For LEGO Mindstorms, the target audience is boys and girls 12+. Please make it clear that the combination of robotics and creative building is for girls and boys.
• For LEGO Architecture Studio, the target audience is boys and girls 12+ who are budding architects or just kids interested in design.
• To get a picture of 12 year olds, this is a very helpful series: http://www.wnyc.org/series/being-12/
• He/she is not a little kid and not an adult – and a lot of gift givers don’t want to get something too young or too old for this kid, so they play it safe with cash or a gift card. 
• By this age kids and families are beginning to think a lot about college and professions, and these three play themes can all make legitimate claims to be educational (LEGO Technic won a 2015 Educational Toy of the Year award).

--Executional Mandatories:

• Your Video must make clear the three play themes and what they stand for, and tie them together under one need – the big gift that will surprise kids and that they will love – and is right for their age.
• Incorporate a new tone of voice – LEGO is NOT only a toy.
• Content should be appropriate for all ages.

--Tone:

• The tone of the Video should be smart – talk up to the customer. No nostalgia.
• Remember that the target is trying to figure out what to get someone who is hard to understand – an adolescent. 
• Your Video should want to appeal to that generosity at the holidays, the feeling that you want to give a gift they will love, remember, and that has a benefit.

--Exposure: LEGO digital media channels.

This project will be worth a total of $40,000 and consists of THREE (3) Phases: a Concept Phase, a Pitch Phase and a Video Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: CONCEPT  – Tell us your Concept in 500 characters or less for a suite of LEGO Gift Givers Videos connecting all THREE (3) play themes as well as for each individual play theme. Remember, a Concept is not a detailed script; it is a distillation of what will happen in the Video. As always, Concepts should be clever and engaging. The winning Concept creator will receive $1,000. Please note there are no residuals for this project.

PHASE 2: PITCH - Submit your Pitch (What Is a Pitch Phase?) convincing the Sponsor why you should be selected to execute a Video based on the winning Concept 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.

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

• 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.

• 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 most compelling Pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will receive $5,000 to help create the Video. Additionally, upon submitting a Video that satisfies the criteria laid out in your winning Pitch, you will win an additional $34,000. For an example of an effective Pitch, check out Erik Beck’s 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 winner from the Pitch Phase will create THREE (3) 15 second Videos (one for each play theme: LEGO Technic, LEGO Mindstorms and LEGO Architecture) and one 30 second Video (featuring all three play themes) based upon his/her winning Pitch.

NOTE: The THREE (3) 15 second Videos (one for each play theme: LEGO Technic, LEGO Mindstorms and LEGO Architecture) and one 30 second Video (featuring all three play themes) and the Social Pack: (ONE) 1 Behind-the-Scenes Video, FOUR (4) Still Images, FOUR (4) GIFS are all due at the close of the Video Phase.

--Video Phase Payout: Winner of the Video Phase will earn the following prize: 1st place $34,000.

--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. You may use up to THREE total tracks per Video submission, and they can come from any of the three providers listed above. 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 Video 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 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 25 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