Create a whole suite of humorous and unconventional videos that show how Pedialyte can help kids and adults feel better fast when any kind of dehydration gets in the way of their lifestyle – whether it’s because of the flu, the summer heat, or a Sunday morning hangover.

Many parents find out pretty quick that when the flu strikes, Pedialyte is the best rehydration beverage they can get – and keeping hydrated is clutch when it comes to recovery. What many parents may not realize though is that Pedialyte is a surprisingly fast and incredibly effective solution for any kind of challenging dehydration occasion, and it works for kids and adults. 

Any kind of dehydration means just what we say. Bit of a hangover? Dehydration’s part of the reason you’re dragging, and Pedialyte will help you feel better fast. Spent all day sweating outside in the summer sun? Pedialyte’s got you there too. If you’re living life to the fullest, chances are you’re experiencing more than a few dehydration occasions, and when they hit, Pedialyte’s the way to go. Athletes and mixologists alike swear by it, and with more electrolytes and less sugar, Pedialyte is proven to help you overcome challenging dehydration faster and more effectively than sports drinks. In fact, it’s the #1 Pharmacist recommended brand for hydration. 

Now, Pedialyte needs you to help bring this story to active adults with children, and they want to do it in a way that’s kind of unconventional: humorous and irreverent, but still respectful, relevant, and engaging. Think tongue-in-cheek; something surprising and fun. It'll make for a very fun creative challenge. With that in mind, it’s also important that we cover a range of dehydration usage occasions, so most of this suite will include separate videos about alcohol, heat, and the flu. Convenience and taste can’t be overlooked either – Pedialyte comes in several different forms, like liter bottles, powders, and ice pops, with a range of different and colorful flavors. 

What You Need to Know:

• Ideators! Your Concepts should not be limited to a single video, but instead provide inspiration for the whole suite of videos. Rather than offer up one “unconventional” story, think about a unique situation, a cool lifestyle, an interesting family dynamic, or a compelling character; or alternately, something like an innovative story-telling approach or an eye-catching filmmaking style. It’s gotta be about challenging dehydration situations - not just those times when you're a little parched - and it should be about people on the way to recovery, not at their low point.
  • The speed of relief should be the foundation of any creative concept! Consumers love that Pedialyte can help them feel better fast.  
  • The target is adults in their late 30’s with kids around age 10. While this does mean that family is probably involved, this whole suite doesn't have to revolve entirely around the family. You can bring in friends or neighbors or colleagues if it makes sense.
  • Avoid direct comparisons to sports drinks. This should just focus on the positive message of how fast and effective Pedialyte is. 
• NOTE: Now that the winning Concepts have been announced, please review the Sponsor notes that are attached to each winning Concept. They provide important guidance and direction. 
  
• Filmmakers! Your Video suite will include 12 total videos, including 1 branded Hero Video, and a collection of 30-second, 15-second, and 6-second Videos that address specific dehydration “usage occasions” (Alcohol, Heat, the Flu, and General). The full breakdown of deliverables is in the Project Objectives, and the timeline below that includes delivery in two parts. 
• The branded Hero Video, and the four usage occasion Videos, should each have slightly different narratives or stories. They should all have the same look and feel, and they can all involve the same cast encountering dehydration at different times or in different ways, but they cannot just be slight variations on a single execution. The accompanying cut-downs for each dehydration occasion should reflect the same stories (e.g. the alcohol :15 should reflect your narrative for the alcohol :30). 
  • Your visuals should be colorful, vibrant, active and dynamic, no matter which occasion they’re for. Pedialyte has many colors and flavors, and you should capture that in your cinematography and set design.
• You will need a dedicated Still Photographer. You will be asked to provide 20 Still Photos, and these can be done in conjunction with the main video shoot, but the brand will provide direction on style, angles, and needs. Photos may be used online and in print media, and must be full buy-outs. 
• The Brand will be on set during the shoot. You will need to provide a dedicated video village, a crew 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. Check out our Brand On Set Guidelines.
• 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.

Check out more in the details below…

The goal of this project is to create a humorous and unconventional suite of Videos for Pedialyte that is relatable and engaging, and drives people to consider Pedialyte’s superior rehydration benefits - for multiple usage occasions, and for kids and adults. Viewers should come away with the feeling that Pedialyte will get you back to enjoying life faster as the most effective electrolyte solution.

--Deliverables: There are 12 total video deliverables, and 20 total photo deliverables. There are different delivery dates for the various videos, so be sure to check out the timeline at bottom.

• 1 (:30-:60s) Hero Brand Video - YouTube optimized, 16:9
• 1 (:30s) Alcohol Usage Video - YouTube optimized, 16:9.
• 4 (:15s) Usage Occasion Videos – Alcohol, Heat, The Flu, and General – YouTube Optimized, 16:9
• 3 (:15s) Social Cuts – Alcohol, Heat, The Flu – Facebook optimized, 1:1
• 3 (:06s) short cut-downs (:06s) – Alcohol, Heat, The Flu – YouTube Optimized, 16:9
• 20 Photographer Stills – Separate direction to be provided; should be executed alongside the video shoot. 

--Key Marketing Messages:

• When dehydration strikes, Pedialyte is more effective than alternatives at helping consumers feel better fast.
  
• Pedialyte is made for adults too - it tastes great, and it's convenient too.
  
• It’s the #1 Pharmacist recommended brand for hydration

--Target Audience: 

• Pedialyte defines our target as “Ahead of the Curve” parents and adults, all in their mid to late 30s. This segment is made up of people who want to enjoy life to the fullest, and as a result, are more likely to experience challenging dehydration occasions, and so they proactively find solutions to help them feel better fast. They are always looking for the best solution, and once they find it, they like to tell their friends and families, because they value being the source for the latest information. 
• Barriers to Consideration:
  • Familiarity & Relevance. The audience has heard of Pedialyte before, but they may not know exactly what it's for, and they may not know that it's also great for adults too.  
  • Taste. If they're thinking about Pedialyte like it's just medicine for kids, they won't be aware that it taste great. 

--Executional Considerations:

• Brand/Product superiority must come through as the #1 Communication priority. This is that Pedialyte is more effective than alternatives at helping consumers feel better fast.
• Characters should be portrayed as being on the way to recovery (i.e. ‘not too sick’ but also not yet fully back). This means that showing consumption is better than showing people in the moment of need (i.e. when they’re very sick, dehydrated, or hungover). 
• Showing variety of forms is essential (liters, powders, pops). Different forms convey several important ideas to consumers:
  • A new way to think about Pedialyte and give it another try for adults (ie this is made for me, not just little kids)
  • Convenience, which gives them control and fits into their life
  • Good taste (via form/flavor variety)
• Bright & colorful imagery should drive the visuals. 
• Articulate the fast and effective functional benefit to enjoy life and/or avoid interruptions. A busy family needs to stay ahead of the curve with the best rehydration solution.
• Setup must allude to challenging dehydration occasion/situation and how these can all affect different family members at different times.
  • Alcohol (adult, mom or dad)
  • Heat (all the family)
  • The Flu (both, primarily child or all the family)
  • Exercise (adults, mom or dad)
• At minimum, should include a tag at the end that communicates that Pedialyte is the #1 Pharmacist recommended brand for hydration. However, showing a recommendation friends or family in the video can make for a positive and compelling message. 

--Tone: 

• Humor is appropriate and encouraged, but think of something clever and irreverent, a little surprising and unexpected, but still relevant, relatable, and respectful. Think of it more as cheeky, as opposed to something slapstick or goofy.
• Pedialyte is an unconventional but trusted confidant. The voice is a mix of respectful irreverence with confidence, authenticity, and credibility.
• Your visuals should be colorful, vibrant, active and dynamic.

--Exposure:

• Video content will be deployed across an array of owned and paid media, including the brand’s website, YouTube, social platforms (Facebook, Instagram, Twitter), and on E-commerce. See the deliverables for specifics on which videos are intended for which platform.

Facebook Best Practices

• Design tight stories that answer the questions: “What is it?” “Why would the audience care?” and “Why would the audience share?”  Usually these are the three answers…
  • “Oh that’s so me” – the video is relatable.
  • This video made the viewer feel something, and they want to share the emotional gift.
  • Resonates with a belief of the viewer.  This video explains it better than they could.
• The first few seconds are the most important so consider leading with a hook, or telling your story in a non-linear manner.The introduction to the video is critical, and slow builds do not work in the Facebook platform. You might also consider using a "Trailer" approach with 2-3 lines of copy up front to frame/present the video.
• Don’t Bury the Lead. Introduce the brand in the first 3 seconds, however the brand should be introduced cleverly and NOT via a standard product beauty shot.
• Storytelling needs to be driven by visuals so you should be able to convey the important parts of the story without relying on sound at all. Tell visually engaging stories, and try to give your video a constant rhythm. Use text graphics, new frames, characters and settings to move the story forward. It is recommended that something visual happens every 3-5 seconds.
• Shoot your Video with a 1:1 square aspect ratio in mind. Don’t put yourself in a position where you’re cropping out important visuals in post-production because you shot in 16:9 or widescreen. Embrace the format.
• Use a Call-to-Action to invite people to a website or follow a hashtag.
• Review your edits on a mobile device. You really need to do this because 90% or more of the audience will be viewing your video on their phone.

--Anticipated Timeline:

• Pitch winners selected by Pedialyte: April 26
• Pre-Production Phase: April 26 – May 18
• Production Phase: May 18 – June 4
• Part I: Priority Spots - Alcohol (:30, :15 YT, :15 FB, :06) & Heat (:15 YT, :15 FB, :06)
  • First Cuts Due for Tongal Review: June 4
  • First Cuts Due to Pedialyte: June 6
  • First Cut Feedback from Pedialyte: June 8
  • Filmmakers Revise Part I Cuts: June 8 – June 12
  • Revised Cuts Due to Pedialyte: June 12
  • Revised Cut Feedback from Pedialyte: June 14
  • Filmmakers Revise Part I Cuts, Color-correction & Mixing: June 14 – June 18
  • Fine Cuts Due to Pedialyte: June 18
  • Final Files Delivered to Pedialyte: June 19
• Part II: Remaining Spots – Hero, The Flu (:15 YT, :15 FB, :06), General (:15 YT)
  • First Cuts Due for Tongal Review: June 10 (a Sunday)
  • First Cuts Due to Pedialyte: June 12
  • First Cut Feedback from Pedialyte: June 15
  • Filmmakers Revise Part I Cuts: June 15 – June 19
  • Revised Cuts Due to Pedialyte: June 19
  • Revised Cut Feedback from Pedialyte: June 21
  • Filmmakers Revise Part I Cuts, Color-correction & Mixing: June 21 – June 25
  • Fine Cuts Due to Pedialyte: June 25
  • Final Files Delivered to Pedialyte: June 26
• Photo Stills – Due June 6

--Product: Product is currently available in stores, but will be provided by brand for placement in Video.

This Project will be worth a total of $70,000 and consists of 6 Phases: A Concept Phase, a Pitch Phase, a Pre-Production Phase, a Video Phase, a Revisions Phase, and a Delivery Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: CONCEPT – Tell us your Concept for Pedialyte 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 winning Concept creators will receive $250 each. 

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 Concepts 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. If it's helpful to you, we've provided a Treatment template, which you can find here.
• 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. You can download the Tongal storyboard template here.
• Headshots/Casting Boards (Optional): Casting notes or concepts, headshots of actors, etc. 
• Pitch Video (Optional): This is your opportunity to be face-to-face with the Sponsor and show them 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, animatic, etc. are welcome.   

The most compelling Pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will receive $34,500 to help create the Video.  Please note the payment of the Pitch award is subject to a payment schedule determined by Tongal. Additionally, upon submitting a Video that satisfies the criteria laid out in your winning Pitch, completing Sponsor notes, providing the necessary release forms, and providing all assets required by the sponsor the Pitch winner will receive a final payment of $35,000. 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 Video Phase is announced and the Project is complete. 

PHASE 3: PRE-PRODUCTION – The # of Pitch Winners from the Pitch Phase will enter the Pre-Production Phase (What is a Pre-Production Phase?). During this phase, filmmakers will need to receive the following Approvals from the brand: 

• SCRIPT – This project requires Script Approval before filmmakers move onto the Video Phase. 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 - This project requires Storyboard Approval before filmmakers move onto the Video Phase. The brand may provide feedback on your storyboard and ask you to submit a new version of the storyboard. Check out our Storyboard Template here.
• CASTING – This project requires Casting Approval before filmmakers move onto the Video Phase. 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.
• PHOTOGRAPHER - This project requires Photographer Approval before filmmakers move onto the Video Phase. You will need to submit samples or portfolios for photographer you plan to use during the shoot. You must submit at least two photographer options. If the brand does not approve either of your options, you may be asked to submit two new wardrobe options.

BRAND ON SET: The Sponsor will be on set during the shoot to provide input. You will need to provide a dedicated video village, a crew 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. Check out our Brand On Set Guidelines, as well as our Call Sheet and Shot List templates.

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.

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 before you have received final approval, there is a chance you will need to reshoot (at your own expense).

PHASE 4: VIDEO – Once the Pre-Production Phase is complete, the Pitch Winner will create a suite of Videos based upon their winning Pitch, including: one (1) 30 to 60-second Hero Video, three (3) 30-second Videos, four (4) 15-second cut-downs, and three (3) 6-second cut-downs. 

NOTE: Videos will be due promptly at the deadlines listed in the timeline. Please upload all videos as separate videos when submitting your Videos. 

--Video Phase Payout: Upon submitting a Video that satisfies the criteria laid out in your winning Pitch, completing Sponsor notes, providing the necessary release forms, and providing all assets required by the sponsor the Pitch winner will receive a final payment of $35,000.

--Music:  Tongal has partnered with the music provider Jingle Punks, which can be used to source music for your Video submission to this Project. Music from Jingle Punks 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 Jingle Punks, click the provider’s name above. 

Tongal members interested in a more customized music solution for your project are invited to connect with our partner Score A Score. Email a brief description of your project (timing, creative, budget, etc.), along with any specific music direction and/or references to their creative team at music@scoreascore.com and include “Tongal Project - Your Name” in the subject line.  Their creative team will be in touch within a few minutes to discuss the simple process and options with you. Please note that you will be responsible for the fees associated with using Score A Score. 

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 third-party catalog providers, you must purchase the appropriate license at your own expense and submit it with your license purchase receipt when you turn in your Video paperwork.

PHASE 5: REVISIONS – Once the Video Phase has closed, the winning filmmaker 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. 

PHASE 6: ASSETS DELIVERY - You must also provide all project files, editing sequences and a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec in order to submit final payment. You will be responsible for the costs associated the hard drive (if necessary) and shipping.

For Tongal’s file delivery specs and any other questions you may have about post production please click here.

1. The Hero Video MUST not exceed 60 seconds. Each remaining Video in the suite MUST not exceed the stated length (either 30, 15, or 6 seconds). 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.

9. Limit 5 submissions per member, per Phase.

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

11. The Sponsor reserves the right to repost the contest.

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 Video 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.