Produce an original and creative 60-second Video with both a 30 and 15-second cut-down that is uplifting and empowering for women and will drive awareness and sales for the whole AdvantEDGE family of protein supplements.

Fitness is personal quest. It’s about you. It’s about your passion, your aspiration, and the path you take as an individual. Fitness is a promise you make to yourself about your body and your life, and it’s not measured by some fleeting moment of accomplishment like hitting the right number on a scale. It’s more than “skinny.” Fitness is strength, and you might even say that strong is the new skinny - so it’s a state of being that you’re going to have to strive for every day.

…and that striving part is tough. You’ll be tired. You’ll hurt. But just because it’s a personal quest doesn’t mean you don’t have support. Your friends, your family - every follower who hearts your #fitnessjourney - and importantly, what you put in your body: they all help you get where you want to be. This is what AdvantEDGE is all about. It’s pure milk protein to help you live lean and toned, and make your commitment to lifelong health and wellness a little easier.

EAS has a long and unmatched legacy of being a pioneer in sports nutrition, and for the first time, AdvantEDGE is going to be a family of protein supplements that will include protein bars and protein powders in addition to ready-to-drink protein shakes. To get this message out, EAS is turning to Tongal for creative inspiration.

Check out the Objectives below to get an idea what they’re looking for…

The goal of this project is to produce an original and creative 60-second Video with both a 30 and 15-second cut-down for social, and a suite of 20 photo stills, that is uplifting and empowering for women and will drive awareness and sales for the whole AdvantEDGE family of products. This is an opportunity to really do something unique, as EAS isn’t yet committed to any particular taglines or messaging, and they want you to come up with a way to capture the brand and highlight the impact that AdvantEDGE can have on a woman’s lifelong fitness journey.

It’s important that, with all of the products in the sports, health, and athletics categories, that you try and find an approach that feels fresh and energetic. Think about what goes into the lives of busy women who are trying to stay fit. Check out some of the inspiration they provided down by Tone.

A few things to keep in mind, Ideators, as you look to generate some inspiration:

• DON’T fixate on language in the title or the background section – if you have an interesting angle that touches upon the concepts that “fitness is a quest” or “Strong is the new skinny,” that’s fine, and you’re welcome to elevate those concepts to a new level, but those words should not be seen as the boundaries to your creativity, or themes to iterate on.
• This is NOT about “getting huge.” Protein supplements often conjure images of intense strength and extreme performance, but AdvantEDGE is about helping women make a positive change to get fit, stay fit, and live “lean and toned.”
• Similarly, this is NOT about professional athletes. This should be empowering for real women who are trying to accomplish physical feats and feel great for everyday life.
• Be wary of using any hashtags or social media references that the brand can’t control. #fitnessjourney was used for color, but the brand does not control it and it should not drive your video.
• Many women track their journeys with apps, blogs, social media posts, or some kind of digital platform - could that be an element you want to weave in? 

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*Filmmakers – Scripts will be REQUIRED in the Pitch Phase, and this project has a tight timeline that also involves Script Approval, Casting Approval, and Wardrobe Approval. Before you begin production, you will be required to:

• Send a Script to the AdvantEDGE brand team for creative and regulatory approval, and you should expect a round of revisions from the brand.
• Present current photographs of talent including headshots and full body shots, with several casting options for each of the lead roles in your spot, along with your own recommendations.
• Submit wardrobe options for all featured roles, including any wearable gear (sneakers, hats, sunglasses) to ensure that it is appropriate for any activities within the context of your Video. 

--Anticipated Timeline:

• Pitch winner selected by Sponsor: June 3
• Pre-Production Approvals Phase: June 3 – June 8
• Video Phase: June 8 – June 22
• First Cut Videos Delivered to Sponsor: June 22
• Final Cut & Masters Delivered to Sponsor: June 30

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

• One 60-second Video
• One 30-second cut-down
• One 15-second cut-down specifically for social
• 2D branded End-card
• Twenty (20) Photographic Still Images

--Key Marketing Messages:

• AdvantEDGE empowers women and celebrates the physical feats that make her feel great in everyday life with a product that can help them make a positive change.
• AdvantEDGE is a partner in her personal achievements, driven by a commitment to lifelong health and wellness.

--Past Marketing Messages: It is not necessary, or even encouraged, that you use this messaging but the brand has previously used:

• “Live Lean+Toned”
• “Fuel Your Passion”
• “The Protein You Need, When You Need It.”

--Target Audience: Aspirational women 25-36 years old, who are looking to stay fit and healthy, live a more active lifestyle, and be strong both physically and mentally. They are frequently self-motivated but will share their activity and progress on social platforms, and they are open to things that can help them achieve their goals, but are not jumping on the latest fad diet or magic pill. They know that their journey will require personal commitment and dedication.

In the Assets Section, you will find a Consumer Collage provided by the brand that is representative of the target audience.

--Executional Mandatories:

• If you’re going to see actual consumption on screen, you should use the AdvantEDGE Ready-to-Drink Pure Milk Protein shake.
• You should include the entire product family in the 2D end card, and should communicate that AdvantEDGE is a portfolio of products, visually or otherwise.
• You cannot show any other sports, athletic, or lifestyle branding. 

--Tone: Uplifting, aspirational, relatable, and empowering, but NOT in the sense of being a cheerleader. This should not feel like a Jenny Craig or Weight Watchers spot – there’s a little bit more of an edge here.

--Tonal Inspiration: Helpful references within the category and adjacent to it that the EAS team thought might be helpful for filmmakers. Ideators should NOT mirror these Videos or their concepts in submissions, but use them as inspiration while you try to create something unique and on-brief.

• Nike: https://www.youtube.com/watch?v=WF_HqZrrx0c
• This Girl Can: https://www.youtube.com/watch?v=jsP0W7-tEOc

--Product: Product will be provided.

• The Product Line:
  • AdvantEDGE Ready-to-Drink Pure Milk Protein Shake with 15g of Protein, 21 Vitamins and Minerals, and 100 Calories
  • AdvantEDGE Pure Milk Protein Bar with 15g of Protein, 21 Vitamins and Minerals, and 190 calories.
  • AdvantEDGE Pure Milk Protein Powder with 15g of Protein, 21 Vitamins and Minerals, and 60 calories.
• Do NOT use any product that is not provided by the brand. They are currently going through a transition in the market, and you will not be able to guarantee that you’re using the correct product without using something provided by the brand.
• You should include the entire product family in the 2D end card, and should communicate that AdvantEDGE is a portfolio of products, visually or otherwise.
• If you’re going to see actual consumption on screen, you should use the AdvantEDGE Ready-to-Drink shake.

--Exposure:  Intended for use on digital and social media, including but not limited to YouTube, Facebook, Instagram video and pre-roll advertising. This will also live on the brand’s website.

• NOTE: You should take into account, with your cut-down, that it may play without sound.

This Project will be worth a total of $31,000 and consists of 3 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: IDEA – Tell us your Idea for an uplifting and empowering Video for women and that will drive awareness of AdvantEDGE in 140 characters or less. 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 TWO winning Idea creators will receive $250 each and a 5% one-time residual payment if the Video is based on their Idea (which means you will receive $1125 total) – see Video Phase Payout details for more information.

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 the winning Idea 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.
• Script (REQUIRED): 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.
• Treatment (Optional): A detailed narrative description of what’s going to happen in the video. 
• 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 most compelling Pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, that filmmaker will receive $13,000 to help create their Video.  Additionally, upon submitting a Video that satisfies the criteria laid out in the winning Pitches, the Pitch winner will also be GUARANTEED payment in the subsequent Video Phase.  So, if your Pitch is selected and you execute your Pitch effectively in your Video submission, you will win an additional $17,500 (subject to deduction for one-time 5% residual payment to eligible Idea winner). 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: VIDEO – The Winner of the Pitch Phase will create a 60-second Video with both a 30 and a 15-second Cut-down, along with a 2D end card and 20 photo stills. The 60-second Video, 30-second cut-down, 15-second social cut-down, 2D end card, and Photo Stills are ALL due at the close of the Video Phase. Please upload them as separate videos when submitting your Videos.

--Video Phase Payout: The Winners of the Video Phase will earn $17,500 (less any 5% one-time residual payments paid to the Idea winners, as applicable).

--Music:  Tongal has partnered with three premiere music providers: Audioblocks, 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, up to $500 per place. 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. 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 50 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.