Come up with a brilliant new tagline for Simply Saline and then produce a creative suite of two (2) 15-second Videos, each with it’s own 6-second cut-down and ten (10) photo stills, that show consumers that Simply Saline is a great solution for instant relief from nasal congestion.

There is not one person on this planet that enjoys nasal congestion. Not one. And you can take it from us – we checked. But, whether it’s a cold, the flu, or allergies, or just someone’s dusty attic, we all have to deal with congestion at some point. So what do we do? We fight the root causes with antihistamines and decongestants, hot soups, hot showers, and herbals teas, maybe some good old-fashioned “rest” – and then we hope and pray that the congestion goes away … eventually… because we’re too busy to have to deal with it!

It doesn’t have to be this way though, because there’s a simple way to get instant relief from nasal congestion itself, and most of us just don’t know it - Simply Saline. It’s a safe and drug-free nasal spray, and you can use it by itself, or you can use it with other medicines.

This is where you come in now Tongalers. Overall awareness of Simply Saline is low. When it comes to nasal congestion, most consumers have resigned themselves to the fact that they just have to deal with their suffering. That sucks, so we want to shake consumers out of their stupor and drive awareness of Simply Saline by focusing on two key usage occasions – which are:

• As a complementary care solution for Allergy sufferers: People with allergies suffer year round, so they can be heavy users of nasal sprays.  The great benefit of using a drug-free spray like Simply Saline is that you can use it any time, as often as needed, without any side effects, and with oral allergy medication.  Medicine has dosage requirements and sometimes people feel symptoms before they can take their next dose.  Simply Saline helps to provide instant relief in between doses. 
• For Nighttime congestion: People with colds and allergies often complain that their nasal congestion gets worse at night.  In fact, “better sleep” was a claim that rose to the top for many consumers.  Simply Saline is great to take before bedtime to help clear nasal congestion, so you can breathe easier and sleep better, without any day-after effect. It also helps to reduce snoring.

Check out more in the details below…

The goal of this project is to create a brilliant new tagline for Simply Saline, and produce a suite of unique content, with two (2) 15-second Videos, each with it’s own 6-second cut-down and 10 photo stills designed for Facebook, which shows consumers that Simply Saline is a great solution for instant nasal congestion relief.

The tagline should be your first focus – Ideators! – as they’re looking to update their current tagline, “Feel better simply.” For the tagline, we want something that gets at the simplicity of the product, and captures the sentiment that Simply Saline is a dependable friend that you can count on to tell you like it is and give you an honest and uncomplicated solution. Make it short, make it stick, make it matter.  You have 140 characters to work with – but you certainly don’t have to use all of them - and however many characters you use, make sure each one counts!

For the Videos, we want consumers to feel similarly. Simply Saline gets it. Nasal congestion sucks, whether it’s about your allergies or trying to breathe so you can get some sleep at night, but there’s a simple, worry-free solution. Think about the two usage occasions (as a complementary care for allergy sufferers, and for nighttime congestion), and don’t forget that you’ve only got 15 seconds to tell your story. We’re overusing this word, but keep it simple. Your Videos should feel authentic, like a “peer to peer” conversation, as opposed to something that feels like it comes from a doctor talking down to you. It’s okay to be lighthearted or funny, as long as it’s in a relatable way.

As inspiration, you might want to consider drawing from your own observations, so with that in mind, here are some thought starters. When you’re experiencing nasal congestion…

• What do you sound like? What do you look like?
• What do people think about you?
• How do you sleep? How does your partner sleep? How much sleep do you lose?
• What do you do while you wait for allergy or cold medicines to kick in?
• How do you feel when you’ve taken allergy medicine and the effect is wearing off, but you know that you can’t take another dose?
• How do you feel when someone tells you to just “grin and bear it?”
• What do you worry about personally? Professionally? Romantically?
• What smells does it make you miss?
• Is there anything unique to you that it interferes with?
• How do you feel when you’re around other people who are congested?

Similarly, these two spots below are great examples of simple 15-second stories that get to the heart of a related problem. DON’T just copy these, but instead use them to inform your thinking.

• https://www.youtube.com/watch?v=uhoKhYYQSYA
• https://www.ispot.tv/ad/7ClP/vicks-nyquil-dave

--Brand Persona: Simply Saline is a dependable and uncomplicated friend that you can count on to tell you like it is, and who will hear out your issues and find a way to break it down and give you an honest, simple opinion/solution.

--Key Marketing Messages:

• Simply Saline gives me safe, instant relief from nasal congestion when I need it. It’s really not complicated.
• Simply Saline is drug-free and safe to use with oral cold or allergy medication.
• Because Simply Saline is drug-free, there’s nothing to lose by trying it.
• The brand’s current tagline is: “Feel better simply.” However, the brand thinks it needs to be refreshed and should reflect the brand persona mentioned above, so it is not necessary that you incorporate this tagline.

--Executional Mandatories: 

• Must mention “Simply Saline” at least once, even if it’s just in the end card.
• Simply Saline is a cosmetic product so you must avoid language along the lines of “treats,” “cures,” “prevents,” etc.
• No competitive claims.

--Tone: Simple, direct, honest, but like a peer, so casual and conversational, and anything but clinical. It should feel dependable and uncomplicated, like a friend who will hear out your issues and find a way to break it down and give you an honest, simple opinion/solution. It’s okay to be lighthearted and funny, but in a relatable way – not a slapstick way. Think about the character Lily Aldrin from “How I Met Your Mother,” and how she was the classic example of a character “telling it like it is.”

--Target Audience: Generally, adults 25-54 across all demographics who are too busy to get sick and need instant relief from nasal congestion. Specifically, you should also consider allergy sufferers who deal with nasal congestion, or consumers whose nighttime nasal congestion interferes with their sleep, as well as that of their significant other’s.

FACEBOOK OPTIMIZATION: The 6-second cut-down Videos are specifically designed to run on Facebook, so you should consider the following best practices:

• 85% of Facebook video is watched without sound, so you should be able to convey an Idea without relying on sonic devices at all, and communicate the core message as much through cinematography, editing and filmic devices, as in whatever brief narrative you many incorporate.
• Create 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 on-screen text to capture the audience’s attention, communicate key messaging, and contextualize what they’re about to see. Don’t be afraid to use lots of bold on-screen text if it makes sense, but deploy it in a creative way – more than white text in the lower third.
• Include an on-screen logo whether it’s in the first 3 seconds, or in the lower third for the whole. Think about using brand colors, themes, and associated imagery that can help people connect your Video to the brand.

PRE-PRODUCTION NOTES: This project includes a Pre-Production Phase (What is a Pre-Production Phase?) before the Video Phase. This means you will be required to submit certain items for Approval before you are able to move into Video Phase. The Approval items for this project are:

• SCRIPT – You must submit TWO full Scripts, 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 complete Storyboard that includes all or most of the shots that you intend to utilize in your Video. The brand may provide feedback on your Storyboard and ask you to submit a new version. There may be multiple rounds of feedback until a Storyboard is approved by the brand. 
• CASTING – 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.
• WARDROBE - You must 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.

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.

--Deliverables Due: At the close of the Video Phase, you will be responsible to deliver as separate submissions:

• Two (2) 15-second Videos
• Two (2) 6-second Cut-downs
• Twenty (20) Still Images (10 per Video)

--Anticipated Timeline: Please note the expedited nature of this timeline.

• Pre-Production Phase: January 6 – January 13
• Video Phase: January 13 – January 31
• First Cut Videos Delivered to Simply Saline: January 31
• Editorial Feedback from Simply Saline: February 3
• Filmmakers Revise Video: February 3 – February 7
• Revised Videos Delivered to Simply Saline: February 7
• Final Tweaks & Edits Requested: February 7 – February 9
• Final Videos Delivered to Simply Saline: February 10

--Platform: The Videos will be used for programmatic digital Video buys on YouTube, on the Arm & Hammer masterbrand Facebook page, and on Simplysaline.com. 

--Product: The brand will provide cans of Simply Saline Instant Relief.

This Project will be worth a total of $45,000 and consists of three 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: TAGLINE & IDEA – Tell us your Tagline and an Idea for a Video that will show consumers that Simply Saline is a great solution for relief from nasal congestion. 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 each receive $500 each. There are no residuals for this project.

• Tagline (REQUIRED): 140 character or less. Remember, a Tagline should be a short, memorable slogan or phrase that gets the thought across without a lot of explanation. 
• Text (REQUIRED): 140 characters or less that conveys 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 suite 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.
• Treatment (REQUIRED): A detailed narrative description of what’s going to happen in the 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.
• 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 single most compelling Pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will receive $18,000 to help create the Video suite. Additionally, upon submitting a Video suite that satisfies the criteria laid out in your winning Pitch, the Pitch winner will also be GUARANTEED the winning place in the subsequent Video Phase.  So, if your Pitch is selected and you execute your Pitch effectively in your Video submissions, you will win an additional $25,000. 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 – This project includes a Pre-Production Phase (What is a Pre-Production Phase?) before the Video Phase. This means you will be required to submit certain items for Approval before you are able to move into Video Phase. The Approval items for this project are:

• SCRIPT – You must submit TWO full Scripts, 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 complete Storyboard that includes all or most of the shots that you intend to utilize in your Video. The brand may provide feedback on your Storyboard and ask you to submit a new version. There may be multiple rounds of feedback until a Storyboard is approved by the brand. 
• CASTING – 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.
• WARDROBE - You must 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.

PHASE 4: VIDEO – Once the Pre-Production Phase is complete, the Pitch Winner will create two (2) 15-second Videos, each with a 6-second cutdown, and 10 photo stills per video, based upon their winning Pitch. Both 15-second Videos and the 6-second cut-downs are due at the close of the Video Phase with all 20 photo stills. Please upload them as separate videos when submitting your Videos. 

--Video Phase Payout: Winners of the Video Phase will earn $25,000. There are no residuals in this project.

--Music: Tongal has partnered with premiere music providers: JinglePunks, Killer Tracks 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 15 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 ten (10) 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.