Produce a broadcast television spot that positions PediaSure as mom’s go-to solution for helping her child achieve healthy growth, while recognizing the fact that mom not only notices everything about her child, but does anything she can to help them when they’re behind the growth-curve.

This is the final stage of a longer PediaSure development journey, so if you’re just coming on board, we recommend you first read up on the Campaign Ideas Project that preceded this one, because it’s led to the development of three specific executional Campaign Ideas that will be used here to help produce a broadcast television spot.

The overarching theme of the campaign, as you’ll see, is all about the concept that Moms really do see everything, and when their child is behind in growth, just as moms see everything, they’ll also do anything to help their child. The dual focus on SEEING and DOING is key, because it reflects real insights about how Moms feel when they’ve got a child who’s behind the curve in growth, and it acknowledges the effort Mom gives to help their child achieve healthy growth. As we turn to creating a broadcast television spot that incorporates this concept, we’ll aim to accomplish a few specific objectives: creating a strong and memorable association between PediaSure and Growth (both height & weight); getting more parents with children behind-the-curve to try PediaSure; and encouraging Moms to adopt a “two-a-day” usage standard.

PediaSure has developed three different executional Campaign Ideas to help drive the broadcast spot, and each is listed below. They provide markedly different approaches, both visually, and narratively, but each can ladder up to the Campaign Concept that’s referenced in the Campaign Idea project. We’re asking you to consider each Idea separately, and pitch on how you might bring one of them to life in a broadcast spot. You shouldn’t combine the Ideas, but you can of course pitch more than once if you respond to multiple. After you look over the Campaign Ideas, there will be general executional considerations in the Objectives Section below.

CAMPAIGN IDEA #1 - SEEING THROUGH MOM’S EYES

Mom sees everything, but one of the cardinal rules of filmmaking is “Show, don’t tell!” so in this approach, we show how Mom sees everything by taking a page from “A Beautiful Mind,” or BBC’s “Sherlock,” using strong graphic overlays to cue and call attention to all of the details that Mom sees. This visual device should come to life in the form of on-graphics and text to visualize Mom’s thought process, almost like a form of augmented reality; it should at least show us what she’s noticing, how she sees that her child is behind the growth curve, and how she sees that her child has caught up. Critically, this approach only provides a visual framework, so it’s up to you to work in a narrative, AND, your video must incorporate what Mom DOES after she notices these things. Here are a few things you should consider if you respond to this:

• Mom is NOT a “supermom,” a robot, or a visionary genius – she’s an everyday Mom – so you’ve got to ground your interpretation of the visual device in her reality, and ensure that while it’s unique and memorable, it’s not overly technological, it’s playful and fun.
• Mom is a problem solver, but NOT a detective or code-breaker, so don’t take “A Beautiful Mind” or “Sherlock” literally, and be careful how you frame the story.
• When Mom achieves success, her child is at the center of success, and it’s not about rewarding her for solving a mystery.
• The primary examples of what Mom sees should be small everyday things connected to growth, such as: toys on the top shelf that never get played with because they’re out of reach; a drawing her child made of his school class where he’s the smallest kid; her child stuck on the high side of the see-saw, outweighed by his playmate.
• We can’t overwhelm the viewer with visual information, and we can’t let the visual device overpower the messaging. It should enhance the story we’re trying to tell, and provide PediaSure with an ownable visual style they can use in other content.  

CAMPAIGN IDEA #2 - A HELPING HAND

Picture a hand, reaching up for a monkey bar that’s just out of reach, or struggling for the knob on a bathroom sink. A hand reaching for something is such a powerful symbol of the struggle to attain healthy growth, and it’s one of the visual elements that represents this approach. Simultaneously, when Mom sees that her child needs help, she can literally and figuratively reach out with a helping hand. Mom doesn’t just want to support her child in the moment though - when her child is behind in growth, she wants to do something for her child that has a long term impact, and that’s why she uses PediaSure. What elevates this is the multiple layers of meaning in “a helping hand," and your flexibility to interpret it. Mom might be reaching out to grab a toy, or lifting them up to see over that fence at the zoo, which subtly emphasizes the physicality and warmth of the bond between a Mom and child. Alternately, she may figuratively lend a helping hand to make adjustments to things that are too big or high for her child, like placing extra cushions on the chair at the kitchen table, or leaving a step stool at the bathroom sink. Since "growth" means both height and weight gain, you might even consider a situation where her child isn’t able to operate a see-saw, and Mom lends a hand to help. In the end, after her child uses PediaSure, that moment of triumph when Mom sees that child no longer needs her help is a deeply emotional moment that that has the potential to make this spot very memorable. Here are a few things you should consider if you respond to this:

• We need to establish an immediate connection between what Mom sees and what she lends a helping hand to do.
• PediaSure is not just about Growth in height, but weight gain as well. If we can incorporate that somehow, all the better.

CAMPAIGN IDEA #3 - CELEBRATING LITTLE VICTORIES

When Mom sees that her child is behind on the growth curve, and starts doing everything she can to help them catch up, few things are as exciting as when her child finally makes progress. Of course, Mom doesn’t see progress come in leaps and bounds – it’s a series of little victories. This approach is about celebrating those little victories, and the feelings of accomplishment and relief that Mom feels when her child reaches each small milestone in their growth journey. Sometimes Mom may be the only one who really celebrates or recognizes these small milestones – her child’s not exactly about to celebrate when he starts eating broccoli – but when they need to buy a bigger pair of pants, or they can finally reach the light switch, that’s something they can both share, and could reflect their tight bond. Since this approach focuses heavily on the “results” and conclusion of your narrative, you’ll want to make sure that the you still capture the “see” and “do” aspects of the Campaign Concept - and ensure that Mom’s child is always at the center of success. Here are a few things you should consider if you respond to this:

• Mom’s celebrations should be grounded and authentic, not over-the-top or ridiculous. These are little victories, and private ones, and while they do reflect “success,” they also reflect the sense of relief that Mom feels knowing that her child is on the right path.
• Victories should be unique to having a child behind in growth, and strongly associated with Mom using PediaSure.
• Mom’s child doesn’t have to be a part of every celebration necessarily, but you should make sure to show a strong bond between Mother & Child, and remember that her child should always be at the center of success.
• Ensure that this still connects strongly to the Campaign Concept.

With those Campaign Ideas in mind, check out more details below...

The goal of this project is to create a positive and empowering 15-second broadcast TV commercial that brings to life one of the three Campaign Ideas detailed above, and drives Moms with children who are behind in growth to use PediaSure. Your 15-second TV commercial should be accompanied by a 30-second extended version, as well as twenty (20) Still Photos that PediaSure can use for other promotions.

The overarching theme of your spot is still the Campaign Concept that Moms really do notice everything when it comes to their kids, and just as moms see everything that affects their child’s growth, they’ll also do anything to help – to keep them eating well and growing to become as big and healthy as they can be. For easy reference, we’ve included PediaSure’s full Campaign Concept as an attachment in the Assets section.

The main objectives of your TV spot are three-fold:

• To create stronger recall and association of PediaSure with Growth
• To get more parents with children behind-the-curve to try Pediasure
• To encourage moms to adopt a “two-a-day” usage standard. When mom adds two bottles of PediaSure per day to her child’s diet, clinical results showed weight gain in as little as 8 weeks.

Beyond the broad strokes, we’re asking you to select ONE of the three Campaign Ideas, and keep in mind the guidance that we offer above when bringing them to life. Here’s some additional guidance that can be helpful:

• How mom notices her child is behind-the-curve in growth is a key part of your spot, so finding a better way to realize that moment is a way to distinguish your creative. That moments sets up the problem – and the context – that leads to PediaSure, so think of vivid, telling details, and keep in mind that it should be something that also allows you to show the child’s success after PediaSure. We’ve referenced a few examples in the Campaign Ideas above.
• Portray mom in action: demonstrating her willingness to do anything to help her child grow.
• Present PediaSure as mom’s ally -- and also, being enjoyed by the child.
• Show child enjoying the benefits of growth – and mom noticing that growth and those benefit.
• Consider incorporating “#1 Pediatrician recommended brand” as a visual / super – there is also a Stamp of Approval graphic that is available, and present on every bottle.

Filmmakers! Note that for this project, there is an extended timeline (included at bottom), with several weeks devoted to the development and finalization of Scripts and Storyboards after the winning Pitches are selected. After those have been finally approved, Pitch Winners will produce “Quick & Rough” live-action Test Videos that the brand can put into testing to determine what they move forward with, and the Filmmaker whose Quick & Rough tests strongest will produce the broadcast TV spot. Your Quick & Rough Test Video should incorporate original live-action footage and represent as closely as possible your ultimate vision for the broadcast spot. The Quick & Rough Test Video Phase includes producing both 30-second and 15-second cuts. 

Once the winning "Quick & Rough" Test Videos are selected, you’ll move into Pre-Production: delivering revised Storyboards, Headshots, Location, and Wardrobe Options.

PRE-PRODUCTION NOTE: This project includes a Pre-Production Phase BEFORE the Quick & Rough Video Phase, and also BEFORE the broadcast Video Phase (What is a Pre-Production Phase?). This means you will be required to submit certain items for Approval before moving onto the Video Phase. The Approval items for this project are:

• SCRIPT – You must submit a full script including all action, dialog, on-screen text, and any V.O. that is present. The brand may provide feedback on your Script and ask you to submit a new version. There may be multiple rounds of feedback until a Script is approved by the brand.
• STORYBOARD - You must submit a full Storyboard with the Script. The brand may provide feedback on your storyboard and ask you to submit a new version of the storyboard.
• HEADSHOT – 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.
• LOCATION - You will need to submit multiple images of your primary filming location. 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. *This will not be required for the Quick & Rough Phase.
• WARDROBE - 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. *This will not be required for the Quick & Rough Phase.

BRAND ON SET: The Sponsor will be on set during the Television Commercial shoot to provide input. You will need to provide a dedicated video village, a staff member who will ensure all feedback from the Sponsor is communicated to the Director, and hard copies of the script, along with a shot list and the day’s schedule.

MINORS ON SET: If you are working with minors, please observe the local laws and regulations for working and/or filming with minors in your state or country. For example, obtain work permits, set up Coogan accounts, hire studio teachers, and observe proper working hours as applicable based on your location.

IMPORTANT: No filmmakers may begin shooting their Video until all Approvals are completed and the Video Phase has officially begun. If you begin shooting your Video during the Pre-Production Phase, there is a chance you will need to reshoot (at your own expense) so please don’t jump the gun.

If you’re selected as a Pitch Winner, a Tongal producer will email you to help walk you through the Pre-Production and Approvals process.

--Executional Mandatories:

• Must set up the problem, and the context for PediaSure (when a normal diet alone is not enough), but primarily focus on the solution and the positive outcome for the child.
• Include a moment that emphasizes the child-approved taste appeal of PediaSure – many mothers have the impression that because it is not table food, children will not enjoy the taste. This moment should take place in the home.
• Your Video should reflect a mom’s determination to get her child back on track, BUT it should be clear that the child ultimately benefits.
• Some version of these claims will need to occur within the spot and be visually supported:
• When mom adds two bottles per day into her child’s healthy diet, PediaSure is clinically proven to provide weight gain in as little as 8 weeks.
• Every bottle of PediaSure provides Complete, Balanced Nutrition. 
• Kids shown should have the appearance of a 2-6 year old (i.e. before school age).

--Target Audience:

• Moms with kids 2-6 years old.  We’re specifically interested in reaching mothers who believe their child is falling behind in height and/or weight.

--Tone:  

• Must be positive and empowering to the Mom, and should come from the Mom’s voice.
• Confident, committed, reassuring, trustworthy, positive

--Exposure: Intended for use on Broadcast Television

--Product: Product will be made available to filmmakers.

--Anticipated Timeline: This is subject to change, but reflects the expected delivery milestones. 

• Brand Team Selects 3 Winning Pitches: May 19
• Quick & Rough Pre-Production:
  • Script & Storyboard Development: May 19 - May 26
  • Casting: May 30 – June 13
  • All Elements Approved & Locked For Production: June 23
• Q&R Production: June 23 - July 5
• Q&R First Cuts to Brand Team: July 5
• Q&R Revisions: July 6th - July 10
• Q&R Finals Delivered: July 10
• Q&R Stimuli Testing: July 10 - August 14
• Brand Team Selects Winning Q&R: August 18
• TVC Pre-Production (Storyboard, Cast, Location, Wardrobe): August 18 - September 1
  • All Elements Approved & Locked For Production: September 1
• TVC Production & Editing (Brand on Set for Filming): September 1 - September 18
• TVC First Cut Delivered: September 18
• TVC First Cut Feedback from Brand Team: September 20
• Revised TVC for Testing Delivered: September 22
• TVC Testing: September 22 – October 27
• TVC Feedback from Brand Team: November 1
• TVC Revisions: November 1 - November 6
• Revised TVC Delivered: November 6
• Brand Feedback for Final Tweaks: November 9
• Color-Correction & Finalization: November 9 - November 15
• TVC Final Masters Delivered: November 15

--Prizing Breakdown: if your Pitch is selected by the brand, and you move forward into the TVC Video Phase, you can expect: 

• $12,000 upon Winning the Pitch Phase
• $4,000 upon Conclusion of the Quick & Rough Phase
• $60,000 upon Commencement of TVC Pre-Production
• $30,000 upon TVC Final Master Delivery

This Project will be worth a total of $138,000 and consists of SEVEN Phases: a Pitch Phase, a "Quick & Rough" Pre-Production Phase, a "Quick & Rough" Test Video Phase, a "Quick & Rough" Revisions Phase, a TV Commercial Pre-Production Phase, a TV Commercial Video Phase, and finally a TV Commercial 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 Video based on the winning Idea using:

• Text (REQUIRED): 500 characters or less synopsizing how you plan to approach and execute this Video.
• Treatment (REQUIRED): A detailed narrative description of what’s going to happen in the video.
• Script (REQUIRED): This should include dialogue from the video you intend to create.
• 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.
• 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 THREE (3) most compelling Pitches will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will each receive $12,000 to help create a :15 and :30 Quick & Rough Test Video. Additionally, upon submitting a Test Video that satisfies the criteria laid out in their winning Pitch, the Pitch winners will also be GUARANTEED an additional $4,000 at the close of the Test Video Phase, and be eligible for selection to move forward into the Video Phase. For an example of an effective Pitch, check out The Indie Machines winning “3 Artists & 5,000 LEGOs” Pitch video. All Pitches will remain private until after the winner of the Test Video Phase is announced.

If you’re selected as the Winner of the Test Video Phase, a Tongal producer will email you to help walk you through the Pre-Production and Approvals process.

PHASE 2: "QUICK & ROUGH" PRE-PRODUCTION - This project includes a Pre-Production Phase BEFORE the Quick & Rough Video Phase (What is a Pre-Production Phase?). This means you will be required to submit certain items for Approval before moving onto the Quick & Rough Phase.The Approval items for this project are:

• SCRIPT  – You must submit a full script with any action, on-screen text, dialogue, and voiceover that will be included in your Video. The brand may provide feedback on your Script and ask you to submit a new version. There will be multiple rounds of feedback until a Script is approved by the brand.
• STORYBOARD – You must submit a storyboard that reflects your approach to the Video, and includes the entirety of your script. The brand may provide feedback on your storyboard and ask you to submit a new version of the storyboard. There will be multiple rounds of feedback until a Storyboard is approved by the brand.
• HEADSHOT  – 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.

No filmmakers may begin shooting their Video until all Approvals are completed and the Video Phase has officially begun. If you begin shooting your Video during the Pre-Production Phase, there is a chance you will need to reshoot (at your own expense) so please don’t jump the gun.

PHASE 3: "QUICK & ROUGH" TEST VIDEO - The THREE (3) Winners of the Pitch Phase will each create a "Quick & Rough" live-action Test Video for both the 15-second and 30-second Cut, based on their winning pitch from the previous phase. All Test Videos will remain private. 

PHASE 4: "QUICK & ROUGH" REVISIONS – Once the Test 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. After Revisions, the Test Videos will go into formal Testing with the brand, to determine which Video they move forward with. The Filmmaker whose Quick & Rough tests strongest will produce the broadcast TV spot.

If, after the testing period, your Quick & Rough Test Video is selected, you will move on into a formal TV Commercial Pre-Production Phase and be paid an additional $60,000 to help create your Video.

PHASE 5: TV COMMERCIAL PRE-PRODUCTION PHASE - This project includes a Pre-Production Phase BEFORE the broadcast Video Phase (What is a Pre-Production Phase?). This means you will be required to submit certain items for Approval before moving onto the Video Phase. The Approval items for this project are:

• SCRIPT  – You may be asked to submit a *revised* script with any action, on-screen text, dialogue, and voiceover that will be included in your Video. The brand may provide feedback on your Script and ask you to submit a new version. There may be multiple rounds of feedback until a Script is approved by the brand.
• STORYBOARD – You may be asked to submit a *revised* storyboard that reflects your approach to the Video, and includes the entirety of your script. The brand may provide feedback on your storyboard and ask you to submit a new version of the storyboard.
• HEADSHOT  – You may be asked submit at least two new 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.
• LOCATION - You must submit multiple images of your primary filming locations. 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 – 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 Video during the Pre-Production Phase, there is a chance you will need to reshoot (at your own expense) so please don’t jump the gun.

PHASE 6: TV COMMERCIAL VIDEO PHASE – Once the Pre-Production Phase is complete, the Test Video Winner will create a 15-second Video with a 30-second extended Cut, based upon their Test Video. The 15-second Video and 30-second extended cut are both due at the close of the Video Phase. Please upload them as separate videos when submitting.

PHASE 7: TV COMMERCIAL REVISIONS – Once the Video Phase has closed, the winning submitters will enter a second Revisions Phase (What is a Revisions Phase?). During this phase, filmmakers will perform reasonable edits on their Videos according to the Sponsor’s feedback. 

--Video Phase Payout: Upon delivery of the final Master Video files, the Winner of the Test Video Phase will be paid out an additional $30,000. There are no residuals on this project.

--Music: Tongal has partnered with premiere music providers JinglePunks 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.

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 of up to $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 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 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. Limit 5 submissions per member, per Phase.

9. You must be at least thirteen (13) 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 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.

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.