The goal of this project is to create an engaging and empowering 30-second Video for broadcast with a 15-second cut-down to convince consumers to upgrade their laundry detergent to OxiClean HD.

The future is now. Our lives and our newsfeeds are full of “wearable” this and “WiFi” that. We’re talking super slim, super fast, high capacity, and high efficiency, whether it’s in our cars, in our pockets, or robotically vacuuming our living room. Technology is making some truly incredible improvements in our lives… but technology means more than hoverboards and VR. For instance, let’s talk “high definition.” That is, a new type of high definition clean – OxiClean HD Laundry Detergent.

Just like your flat screen TV has tiny pixels, your clothes have tiny fibers, and OxiClean HD Laundry Detergent is powered by the latest technology in stain fighters to penetrate deep into fibers to give you truly sharp color and a high definition clean. OxiClean is already America’s #1 Stain Fighter brand, and well known for it’s high performance, in part thanks to famous pitchman Billy Mays and his signature passion for the “miracle cleanser” in a string of infomercials starting in the 1990’s. Since it’s introduction, OxiClean has grown over the years, from a single product to a complete line of stain fighting laundry solutions, ranging from the Versatile Stain Remover powder to a variety of sprays and sticks, so it should be no surprise that OxiClean would introduce the next generation in clean, with a premium laundry detergent like OxiClean HD.

Now, Tongal, it’s time to convince consumers to upgrade to HD, by demonstrating the superiority and power of OxiClean HD Laundry Detergent. 

The goal of this project is to create an engaging and empowering 30-second Video with a 15-second cut-down that will convince consumers to upgrade their laundry detergent to OxiClean HD. The Video should feel premium, exciting, and relatable, and given that OxiClean is well known for its stain fighters, it’s also important to ensure that one of the takeaways is that OxiClean HD is an all-purpose laundry detergent. You should avoid the infomercial-style demonstrations that OxiClean has done in the past, but still capture the personality of the brand, and find a way to incorporate a demonstration of the product working on clothing.

Technology and technological advancement, as a theme, is an interesting angle, and one that the brand wants to explore. The parallel between HDTV pixels and OxiClean HD with clothing fibers should be a helpful insight, and it’s a purposeful choice. That said, you should be more creative and think about what that insight means and how you can tell a story around that theme. Additionally, technology and “HD” are NOT mandates, so if you have a brilliant way into the Video that takes this in a different direction, that is acceptable as well. 

--Key Marketing Messages: OxiClean HD is the only laundry detergent powered by OxiClean stain fighters to deep clean every fiber of your clothes:

• Removing the toughest dried-on stains
• Revealing vibrant colors
• Restoring radiant whites.

--Key Takeaways for the Audience:

• Upgrade to OxiClean HD – it provides a high definition clean.
• Given our strong equity in Stain Fighters, ensure that consumers know this is an all-purpose Laundry Detergent.

--Executional Mandatories: 

• Strong branding and a compelling demonstration of OxiClean HD Laundry Detergent’s superiority.

--What to Avoid:

• You should not use the infomercial format or any kind of pitchman imitator similar to Billy Mays or Anthony Sullivan.
• You should not reference or make comparisons to competitor brands.

--Brand Personality: The OxiClean brand character is about being powerful, yet safe.  That balance is important to reassure consumers of the efficacy of the product while reassuring them that it won’t damage their clothes.

--Tone: The tone of the content should be exciting, relatable, engaging, and empowering, and the video should feel introductory. It should also have a premium / high-end polish to align with the premium positioning of the brand.

--Target Audience:

• Women ages 25-49 who have challenging laundry needs. Core target skews to larger households (with 2+ children under 12).
• A few key insights on the target:

o   I/my family feel(s) good when my clothes look good – more confident, more energetic and more alive

o   I like how technology has made big improvements in my life – it makes life easier, better, etc. 

o   I hear a lot of similar promises from laundry detergents (whiter, brighter, stain removal) and I am often let down by performance, so I am skeptical

--Exposure: The video is intended for Broadcast Television, but it will also live on YouTube, Facebook, and the OxiClean Website.

*PLEASE LOOK AT THE NOTE IN THE PROJECT FORUM FOR UPDATES ON THIS PROJECT.

This Project will be worth a total of $72,000 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 to convince consumers to upgrade their laundry detergent to OxiClean HD 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 $500 each and a 5% one-time residual payment for the Video based on their Idea. (That means if your winning Idea is the basis for the 1^st Place Video, you will receive $1600 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 (Optional): 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.   

*NOTE: Though Script, Storyboard, and Headshots will be required of the Pitch Winner, they are not required here. That said, you may feel free to include them in your Pitch if that is helpful towards understanding the Video the you intend to make. 

The TWO most compelling Pitches will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, those filmmakers will each receive $15,000 to help create their Videos.  Additionally, upon submitting a Video that satisfies the criteria laid out in the winning Pitches, the Pitch winners 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, at minimum, an additional $19,000 (subject to deduction for one-time 5% residual payment to eligible Idea winners), and you will be eligible for the 1st Place Video Prize of $22,000. 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 Winners of the Pitch Phase will each create a 30-second Video with a 15-second Cut-down. The 30-second Video and 15-second cut-down are both 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 the following prizes: 1st place 22,000; 2nd place $19,000 (less any 5% one-time residual payments paid to the Idea winners, as applicable).

--Music:  Tongal has partnered with two premiere music providers: Audioblocks 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.