***Miller will be providing a 3-second end bumper for winners to attach to their video. Please factor that 3 seconds into the run time of your final video (i.e. make sure your runtime is 27 seconds or 12 seconds)***

We all know the moment – it’s the end of a fun day (or evening) spent among good friends. The party’s winding down. It’s time to go home.

Maybe you’re lucky and have that one friend who is always up for being the designated driver.   Maybe you’re all about fairness so you and your friends rotate whose turn it is to be the DD and someone always steps up to the plate. 

The point is: you always get home safe.

Miller Lite wants your Ideas and Videos reminding everyone just how important it is to be responsible and get home safe. But they don’t want a dry/educational approach.  Think of fun and creative ways to drive home that essential message.

Miller Lite wants to premiere these Videos during the summer and fall seasons. So they’ll need Videos to revolve around one of two themes/settings:

• Summer Fun: being outside with friends - backyard BBQ’s, outdoor bars, beach parties, etc.
• Fall Football: drinking occasions during the football season – tailgating, game day parties, watching the game at a sports bar, etc.

So please make sure your Video takes place in one of those two settings.

The goal of this project is to create entertaining, shareable 15 or 30-second Videos highlighting Miller Lite’s responsibility campaign. Find a creative and entertaining way to get the message across rather than taking a dry, educational approach. Have your Video take place in either a Summer Fun or Fall Football setting.

Miller Lite wants beer drinkers to take the Drunk Driving Prevention Pledge. After signing the pledge, they’ll be prompted to enter for a chance to win monthly gas card giveaways and a grand prize of a Ford F-150. The end tag/bumper of your video should compel beer drinkers to take the Drunk Driving Prevention Pledge and tell them about the contest.  The call out to the contest can be simple (“Pledge for a chance to win”) and doesn’t need to detail the specifics of the prizing. If you do mention a prize, please mention the grand prize Ford F-150.

--Key Marketing Messages:

• Being the designated driver is cool. 
• Take pride in getting you and your friends home safe. 
• It doesn’t matter how you get home (cab, pedicab, a strong friend's back) as long as you have a designated friend to get you home safe.  (Note: using a designated driver must be at least one of the options shown.)

--Target Audience: 21-28 with a focus on males.

--Executional Mandatories:

Execution should be balanced; while alcohol responsibility is a serious topic Miller Lite does not want the videos to be negative, depressing or preachy. Rather, the videos should be aspirational, engaging, and fun (as appropriate).

• Participants must be 21 or over to enter.
• Please do not include any alcoholic beverages in your video other than the 12 oz. Original Lite Can.
• The bumper of your video must inform beer drinkers of the Drunk Driving Prevention Pledge and affiliated contest.
• All actors in the videos must be over 25. No children and do not reference children or anything related to children. This includes Santa Claus and elves.
• No actual beer consumption may occur in the video. Hold it or cheers with it but no drinking can occur on camera.
• Limit 2 drinks per person, so if 3 people at a table can’t show more than 6 beers. However, if it’s a party scene where its clear people are coming & going, it’s okay to show a cooler of beer.
• People in your video can be enjoying Miller Lite, but in a responsible manner; you must not show over consumption or people that are impaired.  If showing people in the spot getting a ride home, they can be seen as happy to have a safe way to get home, but not impaired.
• Can’t show drinking in the same shot that features people getting into a vehicle. It is okay to show drinking as part of a tailgating party; so the focus is on the back of the vehicle and it’s clear no one is getting ready to drive away.
• Don’t show general risky behavior.  For example: if you have a scene at the beach don’t show people drinking and then going for a swim; if you have a baseball game scene don’t show people drinking and playing baseball at the same time or even drinking while holding a bat/glove/ball.
• Everyone in your video should be appropriately dressed (i.e. women wearing shorts & tee shirt at a barbeque, not a bathing suit)
• No competitors’ logos may appear in the video.
• Actors cannot appear intoxicated or allude to being intoxicated.
• No crushing of cans or damage to the Miller Lite logo.
• No overt violence – Three Stooges level slapstick is fine but nothing that looks like someone is actually hurt.
• Don’t include anything that would make it appear like the video is being marketed to underage consumers.
• No disparaging stereotypes (race, gender, etc.) Please no religion or politics.
• PLEASE CONFIRM THAT YOUR WORK IS IN COMPLIANCE WITH THE BEER INSTITUTE ADVERTISING AND MARKETING CODE BEFORE SUBMITTING TO ANY PHASE OF THIS PROJECT.
• Do not say the following phrases:

•  “Don’t drink and drive.”
•  “Friends don’t let friends drive drunk.”
• “Don’t drive drunk.”

--Tone: Entertaining, shareable and persuasive.

--Exposure: Digital.

This Project will be worth a total of $35,000 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 Miller Lite’s Responsibility Campaign 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 Video(s) 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, $400, the 3^rd place Video, $250 – 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 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. 

• Image (Optional): Additional concept art, storyboards, shot list, casting notes, anything that helps get your point across.

• 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 $1,500 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 $5,000 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 2 winners from the Pitch Phase will each create a 30 or 15-second Video based upon their winning Pitch.

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 ONE highest scoring Wildcard Video along with the 2 winning Videos submitted by Pitch winners will be scored to determine the standings for the Video Phase.  Remember, the 2 Pitch winners, along with ONE Wildcard creator will receive prizes.

--Video Phase Payout: Winners of the Video Phase will earn the following prizes: 1st place $18,000, 2nd place $9,000, and 3^rd place $5,000 (less any 5% one-time residual payments paid to the Idea winners as applicable).

--Music:  Tongal has partnered with three premiere music providers: Audiosocket, Killer Tracks, Epidemic Sound and Music Dealers. 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, capped at $500. That’s a potential $250-$500 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 be either 15 or 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. Videos must be in the English language or subtitled.

8. Limit 5 submissions per member, per Phase.

9. You must be at least at least twenty-one (21) years or older to enter.

10. 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.

11. 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.

12. 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.

13. 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 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.

14. 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.