The best things come in layers. There’s the earth’s layered atmosphere which is spectacular not to mention keeps us all alive. There’s the Wall of Sound, which completely revolutionized music and is centered on the layering of sound. Photoshop, a game changing software, is all about layers. Then there’s the world of food; trifle, lasagna, and mom’s seven-layer Super Bowl dip that never lasts past the first half are all layer-tastic.

Trident wisely built on humanity’s love for all things layered and created Trident Layers chewing gum. Released in 2009 Trident Layers combines two distinct flavors of gum and stacks them in a delectable gumwich.

Catapulted by it’s successful “Paid in Layers” commercials Trident Layers has released a wide range of dynamic flavor combinations and now they’re asking the Tongal community to focus their creative brainpower on finding a fresh new take on this successful campaign. But, beware this gum is packed with so much flavor that walking and chewing it at the same time can be extremely difficult.

The objective of this project is to create two 15-second videos which are variations of the same idea that feature Trident Layers' incredible combination of two delicious fruit flavors. We want you to come up with a witty new take on the “Paid in Layers” campaign which focuses on the duality of fruit (2 flavors in 1!). This is not about recreating the "Paid in Layers" spots, but instead it's about finding a fresh new angle on this successful campaign with the goal of creating content that captures the brand’s witty, fun, and vibrant spirit.

*Please note this project takes place over a truncated timeline outlined below.

PHASE 1: IDEAS - 8/12 – 8/13

PHASE 2:  PITCHES - 8/14 – 8/16

PHASE 3: VIDEO - 8/16 – 8/27 - Like the Pitch winner, Wild Card producers must submit two 15 second videos that are a variations of the same idea.

--Key Marketing Messages: Trident Layers is different from other gum products in the category – you can see and taste two distinct, delicious fruit flavors.

--Target Audience: Teens and young adults (13-21 years old)

--Executional Mandatories:

• Content must focus on the unique product benefit of Trident Layers (2 flavors in 1 gum!).

• Videos must have strong branding and have pack shots of the Strawberry Citrus flavor. It's not mandatory to specifically talk about Strawberry Citrus or call it out but pack shots are required.

--Tone: Vibrant, upbeat, quirky.

--Exposure:  The intention of this video project is to air the winning videos on TV pending creative review.  Additionally, the winning videos may be used for digital distribution (e.g., YouTube, Banner ads, Facebook page)

This project will be worth a total of $36,000 and consist 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: IDEA  – Tell us your Idea for a Trident Layers video 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 winning Idea creators will receive $500 each and a 5% one-time residual payment for the winning Video their Idea is used to generate. (That means if your winning Idea is the basis for the 1st place Video, you will receive $1,000, and for the 2nd place Video, you will receive $500) – see Video Phase Payout details below.

PHASE 2 – PITCH: Submit your Pitch convincing the sponsor why you should be selected to execute two 15 second videos that are a variation of the same wining Idea using:

• Text (REQUIRED): 500 characters or less summarizing how you plan to approach and execute this video.

• Links (REQUIRED): To your previous video work, showreel, etc. Images (Optional).

• Concept art, storyboards, scripts, casting notes, anything that helps get your point across.

• Video (Optional): This is your opportunity to show us what you're capable of. Test video, animatics, etc. are welcome.

The most compelling Pitch will receive $5,000 to help create their Video. The winner (upon submitting their Winner's Affidavit and IP Assignment) will also be GUARANTEED a winning place in the subsequent Video Phase. So, if your Pitch is selected and you submit a video during the Video Phase, you will win an additional $10,000, at a minimum, and have a chance to compete for the $20,000 first place Video prize. Remember your Pitch can include any, and all, of the assets mentioned above and you MUST include a link to some of your previous video work on Tongal or elsewhere to be considered for this phase.  For an example of an effective pitch, check out check out Erik Beck’s winning “3 Artists & 5,000 LEGOs” Pitch. All Pitches will remain private until after the winners of the Video Phase are announced and the Project is complete.

PHASE 3: VIDEO – The winner from the Pitch Phase will create two 15-second videos that are the variation the same idea based upon their winning Pitches, and all other creators are invited to enter a “Wild Card” (What Is a Wildcard?) submission that is not based on any winning material from the previous phases. The Judges will score each pair of Wild Card Videos and the pair of highest scoring Wild Card Videos and the winning videos submitted by the Pitch winner will be scored to determine the standings for the Video Phase. Remember, the Pitch winner, along with one non-Pitch Video creator, will receive prizes.

--Video Phase Payout: Winners of the Video Phase will earn the following prizes: 1st place $20,000, 2nd place $10,000.

--Music: Killer Tracks is a leading provider of production music for use in film, television, advertising and interactive media. Killer Tracks’ music will be available to registered Tongal members at no charge solely for their incorporation into official Submissions to this Project. No other use is permitted. You may only use up to THREE Killer Tracks maximum as part of your video Submission.

To use the Killer Tracks site, click HERE (killertracks.com) or on the "Killer Tracks" button on the right hand side of this page. On their homepage, click the red login tab in the upper right-hand corner and enter the following credentials:

Username: TongalMusicKT@tongal.com 

Password:  duchess

Click login. We encourage you to use the “Themed Playlist” tab for exploring the catalog as it provides pre-curated song choices based on several popular themes. Alternately, use the "Search" tab to enter your own criteria. To watch a quick tutorial video on how to use the website, click HERE: (http://killertracks.com/tutorial/).

Once you’ve identified the song(s) you want to use, click the down arrow under the Actions column to the right of the song title/description. This will open a Download Manager window, allowing you to save the file to the location of your choice. Keep track of the CD#, Track #, Track Title and Composer(s) of the songs you end up using in the video, as you will need to provide that info once you turn in the final edit. Getting the right track can really help sell your video, so make it killer!

1. 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.

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 addition to the judging criteria stated in the Official Rules, pitches will also be evaluated on that member's ability to execute the Video based on their prior work and experience.

4. In the event you utilize any third party materials, such as music provided by a third-party music provider, 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.

5. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Trident.

6. You will be judged on how well you satisfy the factors contained in the Project Objectives pages, in the judges' sole discretion.

7. Submissions must not portray Trident in a negative way, the determination of which will solely reside with Trident.

8. Videos must be in the English language.

9. Limit 5 submission(s) per member.

10. You must be at least thirteen (13) years old to enter. 

11. Sponsor will be entitled to one reasonable round of revisions on the finished video without providing additional compensation. Remember it's easier to re-edit than re-shoot so try to get as much coverage as possible.

12. BY SUBMITTING AN ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES SOLELY THE PROPERTY OF TONGAL – 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 WEB SITE 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.

13. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, winning video creators MUST also provide Talent, Location, and Music Releases for all assets appearing in the video as well as the project files, editing sequence and an uncompressed quicktime .mov file in either Animation or ProRes 422 codecs at 1920x1080 to claim their prize.

14. 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.

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.