Create 30-60 second Videos that tell people everywhere: Liberty Mutual Insurance protects what matters most.

When you think of your backyard, you probably don’t think about the blades of grass, or the structure of the garage. You think about your daughter doing her first successful hand stand last summer.

When you look at your dinner table, you probably don’t recall how much it cost, or what kind of wood it’s made out of. You think about clearing it off to set up a board game for family fun night.

And when you get in your car, it’s not the RPMs or the oil level that immediately come to mind. You’re thinking about all the camping gear you fit in the back, or the last time you piled the family in for a road trip.

Liberty Mutual Insurance understands that you are protecting more than just your home and your car; you’re protecting the place that you and your family gather, share experiences, and make memories. Liberty Mutual Insurance gives you peace of mind that you are protected so that you can enjoy and experience important life moments, like your first holiday in a new house, the ride home in the car from the hospital with a new baby, the car you take on family vacations, the home where your kids grow up. Liberty Mutual Insurance protects the house so you can make the memories that make it a home, Liberty Mutual Insurance protects the car so you can enjoy the places you and your family are going.

Now Liberty Mutual Insurance needs YOUR help to create authentic and engaging Videos that tell people everywhere: Liberty Mutual Insurance protects what matters most.

Liberty Mutual Insurance understands that when you get protection for your home and car, you’re protecting more than just the structure and objects. Liberty Mutual Insurance protects the places that you and your family gather and share experiences.

Liberty Now Liberty Mutual Insurance needs YOUR help to create 30-60 second Videos that tell people everywhere: Liberty Mutual Insurance protects what matters most.

Your Video can be Emotional OR Educational, but should be relatable and form a connection with viewers. Authenticity is key.

The goal of this project is to make authentic, creative, and attention-catching 30-60 second Videos (with 15-second cut-downs) to increase Liberty Mutual Insurance’s brand awareness and engage with consumers. You can choose to focus on either the Emotional aspect of why we protect what matters most OR the Educational aspect of understanding how to protect what matters most. Check out the two links below to get a sense of each, but please note: the sponsor IS NOT looking for a copy or a continuation of these videos. Think of a new, creative way to bring the brand’s values and mission to life.

• Emotional: https://www.youtube.com/playlist?list=PLxUNmyJ_IIGz9Ctke_4gKirl8E4dmCTdu
• Educational: https://www.youtube.com/watch?v=CxBBVNVKpBQ (For tips and tricks to use in educational Videos, check out Liberty Mutual Insurance’s blog: The Torch.)

You’ll have the option to select either Emotional OR Educational from the drop down menu when you submit your Idea.

Your Video may be used for pre-roll advertising. Think about how to grab viewers’ attention in the first 5 seconds, before they have the chance to hit the “Skip” button. Also, make sure you feature up-front branding within the first 5 seconds.

Be sure to check out other examples of current Liberty Mutual Insurance work when thinking about tone and casting.

• TV Campaign: https://www.youtube.com/playlist?list=PLxUNmyJ_IIGx0FIn36DOX6NTO-eGDGVv9

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IMPORTANT CASTING NOTE: No more than FOUR people total may appear on camera in your Video. Please have one of your on screen actors also provide the voice-over in your Video. Do not hire an additional voice over actor. This project is SAG eligible and you may use both SAG/AFTRA and non-SAG/AFTRA talent.

CUT-DOWNS: The 30-60 second Video and 15-second cut-down are BOTH due at the close of the Video Phase. Please upload them as separate videos when submitting your Videos. Please keep in mind, your cut-down should work as a standalone piece and may be used in digital advertising.

ADDITIONAL REVISIONS: In addition, finalists in this project will have 2 rounds of revisions after the close of the Video Phase.

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--Key Marketing Messages:

• We help people live safer, more secure lives.
• We help people protect what matters most.
• We stand for better.
• See insurance in a whole new light™.

--Liberty Mutual Insurance’s Values/Brand Promise:

• We behave with integrity.
• We treat people with dignity and respect.
• We deliver an exceptional customer experience.
• We continuously improve and innovate.
• We execute thoroughly and seek excellence.
• Products like Accident Forgiveness, Easy Claims Filing, Better Car Replacement™, etc. show Liberty Mutual Insurance’s commitment to helping people live safer more secure lives.
• The Statue of Liberty is Liberty Mutual Insurance’s main brand icon, and where it makes sense, should be incorporated to help increase branding. The Statue of Liberty monument should always be displayed in a realistic context, and of the statue as a whole – not zoomed-in or cropped.

--Target Audience: Responsible, organized, and determined men and women. They are educated and employed, they own cars and homes, and many have kids and are family-focused. When making any decision, they want all the facts and will use the available resources in order to make their best decision. Target audience is interested in spending time with family, Home and Garden projects, leisure activities (reading, listening to music), sports (tennis, golf, skiing), cooking and baking, and traveling with their family.

--Executional Mandatories:

• No more than FOUR people total may appear on camera in your Video. Please have one of your on screen actors also provide the voice-over in your Video. Do not hire an additional voice over actor. This project is SAG eligible and you may use both SAG/AFTRA and non-SAG/AFTRA talent.
• Your Video must contain a Liberty Mutual Insurance branded bumper. The sponsor will share their branded bumper with finalists in the first round of revisions.
• Your Video should look and feel like Liberty Mutual Insurance specifically, not just any insurance company.
• Your Video should include Liberty Mutual Insurance branding and logos, and where possible if it makes sense in the context of the video, the Statue of Liberty.
• The narrative of your Video should clearly ladder back to Liberty Mutual Insurance’s values/brand promise. It should relate to insurance for auto or home.
• Your visual style should reflect that of the brand: yellow, natural light. A visual style guide will be provided upon request in the Video Phase.
• Grab viewers’ attentions in the first 5 seconds, before they have the chance to hit the “Skip” button. Feature up-front branding within the first 5 seconds.
• Keep safety in mind in your Videos. For example, people/children should always be wearing seatbelts in cars, no limbs out of car windows, wearing life jackets, wearing helmets, using ladder safely.
• Videos should be evergreen. Think about how your Video could continue to be emotionally resonant, or educational, long after it premieres.

--What to AVOID:

• Avoid people/children in unsafe scenarios.
• Avoid issues with Fire Safety (i.e.: unattended candles, food on the stove. Kids or animals too close to a campfire or fireplace. Fireplace must have a screen in front of it.)
• Avoid unattended kids in the kitchen.
• Do not show non-Liberty Mutual brand logos (i.e.: branding on clothing, objects in the video).
• Avoid alcohol or drug-related imagery.
• Do not feature trampolines.
• Do not feature religious imagery.
• No danger to animals: Please be conscious of animal safety.

--Tone: Human, personal, warm and relatable. We speak with confidence, sincerity, and intelligence but are never condescending. We can be witty, but avoid tone that is too whimsical or edgy. Messaging must be honest, optimistic and “down to earth.”

--Exposure: Intended for use on Liberty Mutual Insurance social channels, blog and email communications. If you hit it out of the park, your Videos could be supported with pre-roll and social ad buys.

This Project will be worth a total of $55,000 and consists of 3 Phases: an Idea 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 the Protect What Matters Most Video Project 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 winning Idea creators will receive $250 each and a 5% one-time residual payment for any winning Videos based on their Idea. (That means if your winning Idea is the basis for the 1^st place Video, you will receive $900, the 2^nd place Video $500, the 3^rd place Video $500, the 4^th place Video $500) – see Video Phase Payout details for more information. Select either Emotional OR Educational from the drop down menu when you submit your Idea.

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 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 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 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 the Video.  Additionally, upon submitting a Video 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 $10,000, at a minimum, and have a chance to compete for the $18,000 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 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 3 winners from the Pitch Phase will each create a 30-60 second Video with a 15-second cut-down based upon their winning Pitch.

NOTE: The 30-60 second Video and 15-second cut-down are both due at the close of the Video Phase. Please upload them as separate videos when submitting your Videos.

All other creators are invited to enter a Wildcard (What Is a Wildcard?) submission that can be based on one of the winning Ideas from the previous Phase or a totally original concept that is not based on any winning material from the Idea Phase.  The Judges will score all Wildcard submissions and the 1 highest scoring Wildcard Videos along with the 3 winning Videos submitted by Pitch winners will be scored to determine the standings for the Video Phase.  Remember, the 3 Pitch winners, along with 1 Wildcard creators, will receive prizes.

--Video Phase Payout: Winners of the Video Phase will earn the following prizes: 1st place $18,000 and 2nd place $10,000 and 3^rd place $10,000 and 4^th place $10,000 (less any 5% one-time residual payments paid to the Idea winners, as applicable).

--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. That’s a potential $2,000 in bonus cash just for telling all of your talented friends about this Project! Check out more about our Referral Program in FAQ.

1. The Video MUST not exceed 60 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.