Craft a suite of videos that showcase Snuggle's line of fabric enhancer products, which keeps your favorite clothes smelling fresh AND helps them last longer.
This product will only ship to the United States and Canada, so while you can be based in another country, you must be able to receive the product at a US or Canadian address.
Snuggle and its fabric softening products have been around for over 40 years, with the signature and iconic Snuggle Bear - created by Jim Henson! - as a symbol of the softness and connection that the brand stands for. However, while they're extremely recognizable to many consumers, they're often perceived as a nostalgic children's brand by younger audiences (i.e. "your mom's brand"), so Snuggle has been working to incorporate a more modern and more relevant approach in their messaging to attract new consumers. To that end, they have launched a new "Save Your Faves" campaign to educate audiences about the way their liquid-based fabric enhancing products, SuperFresh and Blue Sparkle, can increase the lifespan of your favorite clothes.
The goal of this project then is to create a suite of videos that educate consumers about the benefits Snuggle's fabric enhancer products, with the spotlight on liquid fabric softeners and their ability to increase the lifespan of the consumer's favorite clothing, as that's the key driver of "Save Your Faves!" When discussing this, it'll be important to mention the money savings that consumers might see in the long term, since they'll get more wear out of their garments. Apart from the lifespan messaging, Snuggle also wants your videos to mention the immediate benefits that come with using their products, e.g. softer clothes, long lasting freshness, reducing wrinkles, etc. You can find specifics on key messaging and claims in the Background.
This is not about creating a narrative - we're looking for clever, direct, and demonstrative content, but we want it created in a way that feels a little DIY and personal, like a lot of influencer content. We want this to feel polished and professional, but we want to see your unique fingerprints in the videos. It's not lo-fi smartphone-shot content, nor an overly elaborate "commercial" execution. Importantly, they want to see on-screen talent utilizing the product, so that may mean it's a personality-driven piece led by talent, or perhaps it's something made only with close-ups with the talent's hands and arms, and you certainly can have the message of the video delivered through VO, but they're open to strong alternatives. We have to to show the product at work, and demonstrate the emotional and functional benefits of their products, but beyond that it's really the creativity of how you're delivering your message, and the visuals you're pairing with that message, that will be key. The brand may also require the use of light motion graphics and on-screen text.
Each video should have a 16x9 version as well as two 9x16 versions (one formatted for TikTok, and one for IG Reels). While the cutdowns can be created with direct pulls from the main hero videos, some thought should be put into how the 9x16 versions will be optimized for vertical; as they should not simply be a center-cut reframing.
In the Background, you'll find Snuggle's most recent broadcast spot as a reference for tone. This is a great starting place for the overall feel that the Snuggle team likes. We have also included a social post from Snuggles' "Save Your Faves" campaign to give you a feel for the branding, colors, and iconography used. We want to see concepts that work because they surprise, delight, and educate the audience through a clever and creative execution. Snuggle has supplied their brand book and guidelines to assist in crafting your pitch. For any questions or other project updates, check out the Project Forum.
DELIVERABLES: There are 9 Total Video Assets.
TIMELINE: HERE.
EXPOSURE:
TARGET AUDIENCE:
TONE: Exciting, entertaining, uplifting, relatable, wholesome.
EXECUTIONAL MANDATORIES:
By participating in this project, creators acknowledge that the Sponsor is under no obligation to greenlight a bid. Though most projects on our platform do move forward with a greenlit bid, we will notify you in the event the Sponsor decides not to fund any bids via the project forum. Regardless of the result, all submissions will be reviewed and evaluated by the Sponsor and the project team.
Shooting live action or stop motion? Our priority is ensuring everyone's safety, so please review our COVID-19 Production Safety Guide and check federal, state, and local rules before and during your shoot to make sure your on-set protocols are up to date. We're working hard to keep people working during this extraordinary time, and you should ensure your submission is executable within the anticipated timeline and budget, while also ensuring everyone's safety.
REFERENCE VIDEO FOR TONE:
KEY MESSAGING/CLAIMS:
In order to be considered for this project, you must include the below materials in your pitch submission. For examples of effective pitches, check out this gallery.
The most compelling pitch will be greenlit, and the responsible creator will then receive an email from Tongal producers detailing next steps. All submitters will also receive an automated email notification that a selection has been announced. To ensure you’re receiving project updates, review your email settings to check that you haven’t unsubscribed.
Creators who’ve been selected will receive funding upon completing the Winner Affidavit and the IP Assignment. Payment of the pitch funds is subject to a payment schedule determined by Tongal. Please see the full payment schedule in the Assets section.
PRE-PRODUCTION REQUIREMENTS: Prior to shooting, filmmakers must receive the below approvals from the Sponsor.
For your convenience, we’ve provided some helpful templates to use at your discretion. They include templates for creating a treatment, production budget, storyboards, shot list, call sheet, and a music cue sheet. Additionally, there are templates that will help you clearly present cast, location, and wardrobe options to the Sponsor. They can all be accessed here.
BUILDING YOUR TEAM: Tongal supports inclusivity in all of our productions and strongly encourages you to hire diverse talent for your team. To find staff & crew in your area, check out these resources and partners.
REVISION REQUIREMENTS & RESOURCES: Once the Video Phase has closed, the greenlit submitters will enter the Revisions Phase. Filmmakers will perform reasonable edits on their videos according to the Sponsor’s feedback. Check out our Filmmaker Resource Portal to access helpful post-production resources like Text-Safe Guides for different platforms, Project File Organization Tutorial, Export Presets, and Captioning services.
MUSIC: Tongal has partnered with three premiere music providers: Jingle Punks, Universal Production Music 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 providers’ names above.
If you 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.
ASSET DELIVERY REQUIREMENTS & RESOURCES: 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 are responsible for the costs associated the hard drive and shipping.
To ensure a smoother delivery, please review the Export Presets, Specifications, and Project File Organization Tutorial in our Filmmaker Resource Portal.