Create social video Concepts for a nutritional drink formulated to help adults 55 years of age and older increase their intake of protein, vitamins, and minerals without sacrificing great taste.

You’ve likely heard some variation of this phrase: “65 is the new 55.”  Maybe the ages are different but the gist is people with healthy and active lifestyles are able to defy established perceptions of age. While this is certainly true, it’s also important to understand as people get older their nutritional needs do change. Tongal is currently working with a Mystery Sponsor who has created a nutrition supplement drink for adults age 55 plus. This drink provides essential protein, vitamins, and minerals while delivering a delicious taste from the first sip.

This Mystery Sponsor would like your help creating video Concepts for social media that communicate its value as a nutritional supplement while emphasizing its delicious taste.  Before you jump in it’s important to know the following:

• This brand is inherently optimistic about aging. Concepts should be upbeat; genuine, positive and empowering – the best is yet to come!  Please note this is a nutritional supplement not  some age defying magic elixir. Any Concepts that imply this will not be considered.

• Authenticity is absolutely essential. Since the videos will ultimately be for social media, it’s encouraged that you think beyond the traditional ad. Any format or approach is fair game as long as it feels authentic and drives home the taste messaging.

Please note it’s important to create a Concept that can be communicated in an instant (six-to-fifteen seconds). Think in simple visual terms. Instead of a narrative story, think of a resonant image or images you can’t get out of your head. Social content performs differently from a traditional TV commercial. Content that jumps right to the punchline performs better than content with a multi-phase story with a build and a twist. People will tune out in under 3 seconds if their attention is not grabbed immediately. 

Everything is on the table, whether it involves first person accounts, animation, motion graphics, or something else - as long as it captures the attention of the target audience.

The goal of this project is to create video Concepts for a nutritional drink geared toward people 55 years and older.  While Concepts should emphasize its value as a nutritional supplement the primary messaging should be focused on its great taste.

--Target Audience: Healthy, upbeat, 55+ consumer.

--Key consumer takeaway:  “I knew from the first sip that this is my new and delicious way to get the nutrition my body needs as I age” 

--Key Insight:  Consumers do not expect adult nutritional drinks that contain vitamins and minerals to taste great. There is usually an element of surprise when they take their first sip of this nutritional drink. 

This Project consists of a Concept Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: Concept – Tell us your Concept in 250 characters or less. Remember, a Concept is not a detailed script; it is a spark of inspiration, or a distillation of what will happen in the Video. As always, Concepts should be clever and engaging. The five (5) winning Concept creators will receive $250 each.

1. 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.

2. BY SUBMITTING AN 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.

3. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.

4. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.

5. 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.

6. Limit 5 submissions per member, per Phase.

7. You must be at least (13) thirteen years or older to enter.

8. You will need to submit the standard Tongal W-9, Winner Affidavit, and IP Assignment.

9. 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.