Submit creative meme concepts for the SquishPillow to drive engagement on social media with Gen Z and Millennial audiences.

SquishPillow was born from the consumer truth that people are using Squishmallows as pillows, and Jazwares invented SquishPillow to fill that market gap. SquishPillows use the same stuffing as the viral plush and it comes with a pillowcase made from the same fabric as Squishmallows. It's just like sleeping on a Squishmallow, and since it launched in 2025, the SquishPillow has earned rave reviews and tons of fans. Jazwares has supported it with all sorts of content on their social platforms, particularly Instagram, and they're looking to keep building the momentum with a steady stream of new meme-style content.

For this project then, the SquishPillows team wants clever, unexpected, witty, and relatable concepts for different types of memes, GIFs, and graphics that can support the SquishPillow. We're not talking about traditional live-action social videos or skits or commercial executions: this really is about the kind of authentic meme-style content that you see on Instagram, and before you get any further, you should probably check out of the some existing memes that have been successful for the brand HERE. These can serve as inspiration for the sensibility and style of execution that we'd ultimately be looking for. The goal is to capture attention, entertain people, and ultimately drive them to discover the magic of the SquishPillow. 

Leveraging your knowledge of social trends, think about creating fun, relatable memes that can center the SquishPillow, and think about the graphics that can go with it. Your concepts should have a unique hook that can be easily visualized, and easily understood - it's important that they can quickly break through the scroll on a noisy feed - and remember that an audience's ability to relate to the concept, the sentiment, the situation, or the visual is what makes a meme really work. 

Keep in mind that while anyone can enjoy this pillow, it isn’t just for kids. Our target audience here ranges from young Gen Z'ers to older Millennials, and your concepts should speak to that demographic. That being said, we don't want redundant ideas that simply swap the SquishPillow into an already overused, viral meme. Dare to be unique and clever in your ideations, as the main objective to this project is to keep the social content for the SquishPillow fresh and entertaining. The brand also wants to see a lot of variety and 

When coming up with your concepts, think about some of the unique traits of the SquishPillow and how you can integrate it into your meme/graphic. For instance, SquishPillows are perfect for all sorts of lounging and "squishing scenarios" (i.e. not just sleeping). Traditional pillow brands are all about promising deep sleep and premium feel, and Jazwares wants to break the mold by offering something more fun and more personal: a pillow designed to make your whole life feel cozier, softer, and more “you” than any other pillow has ever attempted. Visually, the SquishPillow can be dropped into an endless variety of aesthetic scenarios, as it is the perfect cozy addition to a college dorm, a boho-chic bungalow, or a mid-century modern loft, with different looks to accompany many different vibes. 

Whatever you concepts are, keep them authentic and connected to the SquishPillow brand. Make sure you deliver on explaining both the text and the visuals that would pair with it, keeping in mind that these are primarily meant for their Instagram. 

For any questions or other project updates, check out the Project Forum.

EXPOSURE: We expect content will be used on the platforms below.

• Instagram
• TikTok

TARGET AUDIENCE: Gen Z, Millennial Moms, Young Adults

TONE/FEEL: Fresh, unexpected, fun, entertaining, and comfortable, while still feeling relatable.

AI USAGE: We are NOT looking for AI-generated submissions or content in this project.

By participating in this project, creators acknowledge that the Sponsor is under no obligation to greenlight a submission. Though most projects do move forward, we'll notify you in the event the Sponsor decides not to fund any submissions via the Project Forum. Regardless of the result, all submissions will be reviewed and evaluated by the Sponsor and project team.

In order to be considered for this project, you must include the below materials in your submission.

• CONCEPT (REQUIRED): Tell us your Concept using up to 250 characters. Remember, a concept is not a detailed script - it is a spark of inspiration or distillation of what will happen when your concept is brought to life. As always, concepts should be clever and engaging.
  
  
• INSPIRATION (REQUIRED): Tell us what inspired your Concept. It could be anything, there's no wrong answer, and it won't impact your chances of selection. Whether it's an existing meme, a TikTok creator, a TV show character, a movie trope, a GIF you saw, a shower thought, or that new best selling novel, we're just trying to get a sense of what's influencing creative decisions. 
  
  
• HELPFUL REFERENCE LINKS (Optional): Have you seen another idea, video or marketing activation that you think makes for a helpful reference, or do you want to share exactly what it was that inspired you? Feel free to include a link to any existing content that'll be useful when trying to understand your Concept.

Five concept submissions will be selected and receive $350 each. Five additional concept submissions will be selected for Honorable Mentions and will receive $50 each. Submissions selected for Honorable Mention will not be used by the client, and not all submissions identified as Finalists will receive an Honorable Mention.

Should your submission be selected, you must complete the Winner Affidavit and IP Assignment forms in order to receive payment. All submitters will also receive an automated email notification when a selection has been announced. To ensure that you’re receiving project updates, review your email settings to check that you haven't unsubscribed.

1. Creators of selected submissions must provide the standard Tongal W-9, Winner Affidavit, and IP Assignment.
   
   
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. 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 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.
   
   
4. You may not contact any employees or members of the Sponsor’s organization, their affiliates, or any of their partners. Failure to comply with this requirement may result in disqualification of your entry in the project.
   
   
5. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor, nor can Submissions contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
   
   
6. Limit 5 submissions per member.
   
   
7. You must be at least thirteen (13) years or old to enter.
   
   
8. The Sponsor reserves the right to repost the contest at their discretion.
   
   
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.