We know you can't bend time, but believe it or not, Nickelodeon's wildly popular animated show The Legend of Korra is already celebrating its 10th anniversary. The Legend of Korra is the sequel to Avatar: The Last Airbender and follows Avatar Korra, the successor and reincarnation of Aang from the previous series, as she faces political and spiritual unrest in a modernizing world. The series is set in a fictional universe in which certain people can manipulate, or "bend," one of the four elements: water, earth, fire, or air. Only one individual, the "Avatar," can bend all four elements and is responsible for maintaining balance in the world. 

The Legend of Korra's 10th anniversary celebration will kick off in April and continue through the end of the year. To celebrate, Nickelodeon is looking for concepts for engaging and thumb-stopping social content that will speak to show's dedicated and passionate fans, who love deep cuts and niche callouts, but also speak to newer fans and more casual viewers who are just discovering the show on streaming platforms. 

The content itself can be evergreen (i.e. relevant at any time of year) or tied to one of Nick's two major campaign pillars: Earth Week in April and Pride Month in June. For Earth Week content, Nick is looking to celebrate the elemental "bending" that is central to the show - but you should AVOID tackling ecological issues. For Pride Month, Nick is looking to celebrate the groundbreaking relationship of Korra and Asami (read more about that in the Background section). 

Pretty much everything is in-bounds for your concepts, so long as it feels native to its respective social platform. Nickelodeon is specifically looking for content that stands out from what you generally see on Avatar's Instagram channel, so keep that in mind as you are developing your concepts. You can think about but are not limited to: 

• Polls
• Fan Art
• Instagram Stories
• Meme Formats
• TikTok Trends
• Augmented Reality (AR) Filters

Take a look at the Background section to get more familiar with The Legend of Korra's themes and characters. For any questions or other project updates, check out the Project Forum.

EXPOSURE: 

• Social Media (Instagram, TikTok, Facebook) 
• The official Avatar Instagram

TARGET AUDIENCE: 

• Nostalgic fans of The Legend of Korra and Avatar: The Last Airbender
• Newer fans and more casual viewers who have discovered the series on streaming platforms over the last three years

• Instagram: 13+ fans; current viewers; young adult/older Gen Z nostalgic fans
• Facebook: Young adult/older Gen Z nostalgic fans; Millennial nostalgic fans; Parents
• TikTok: 13+ fans; current viewers

TONE: Celebratory, nostalgic, fun, humorous - really any tone can work so long as it speaks authentically to fans of the show!

EXECUTIONAL MANDATORIES: 

• Earth Week concepts should AVOID ecological issues and the theme of environmentalism more broadly.
• Consider how your concept can become a larger campaign on social media.

ABOUT THE LEGEND OF KORRA:

The Legend of Korra is set 70 years after the events in the original Avatar: The Last Airbender series. The citizens in Korra's world belong to four nations: the Water Tribes, the Earth Kingdom, the Fire Nation, and the Air Nomads. The iconic aspect of this show is the "bending" - the ability of some people to telekinetically manipulate the element associated with their nation (water, earth, fire, or air). Bending is carried out by spiritual and physical exercises, portrayed as similar to Chinese martial arts. 

The show was critically acclaimed for delving into topics rarely seen in kids entertainment, like civil unrest, gender discrimination, marginalization, and sexuality. The Legend of Korra broke new ground when the series' creators confirmed that Korra was indeed a LGBTQ+ character. In the iconic ending to the show, Korra and Asami (another main character of the series) walk hand-in-hand into the spirit world. This made Korra the first publicly confirmed LGBTQ+ character to lead a children's cartoon.

MAIN CHARACTERS:

• Korra
• Mako
• Bolin
• Asami Sato
• Tenzin
• Lin Beifong

EXAMPLES OF PAST AVATAR EARTH WEEK SOCIAL CONTENT:

Below are links to previous Avatar Earth Week content for inspiration:

• AR Roulette Lens
• Element Quotes
• Badgermoles Remix Song
• Toph’s Earthbending Scrolls
• Appa as a Hedge

While these examples are good creative jumping off points, Nickelodeon is more interested in new and feed-breaking social content that feels different from what you'd normally see posted on Avatar social channels.

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

• CONCEPT (REQUIRED): Tell us about your concept using up to 250 characters.
  
  
• LINKS (Optional): If you want to link to a representation of what's outlined in your concept, you may include it here. This is NOT required, but can be helpful in communicating your vision to the Sponsor.

Five concept submissions will be selected and receive $250 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 concept 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. 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.
   
   
2. 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 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.
   
   
3. 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.
   
   
4. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
   
   
5. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.
    
6. 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.
    
7. Limit 5 submissions per member, per Phase.
    
8. You must be at least thirteen (13) years or older to enter.
   
   
9. The Sponsor reserves the right to repost the contest.
   
   
10. 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.
    
    
11. 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.