Can you sense it coming? The glorious stretch between Memorial Day and Labor Day, where that window of magical blonde hair perfection exists. Those few short months when life is as good as it gets. Cruise the convertible down to the beach, smell that first scent of the salt-air, feel the cool sand as you run to greet the surf. Remember spending the entire weekend on the shore, diving in and out of the refreshing waves, and drifting off in the late afternoon sun. Friends, music, coco-flavored drinks, bikinis and maxi skirts. And your blonde hair? Well, it Never. Looks. Better.  Sunrise to sunset, you never do much more than run your fingers through it to shake off the ocean after emerging from the waves. The gentle kiss of the sun, the elixir of the sea, and salt-air are Mother Nature’s perfect brightening and styling tools… a gift to you. 

You love the beach. You dream of an endless summer. And even though those days might be behind you, you still yearn for those perfect locks long after the summer sun has set. So no matter the season, you can still have those same effortless, sun-kissed, tousled, ocean-fresh tresses all year-round. Thanks to John Frieda® Hair Care, the path to your best blonde is all bottled up – that blonde that evokes deep emotional resonance, the one that feels like vacation in a bottle, and brings back whimsical tow-headed childhood memories.

That's right, the John Frieda® Beach Blonde™ collection is the only complete regimen to achieve that perfectly imperfect, bright, piecey blonde hair heaven. These four premium products are....

• Sea Waves Sea Salt Texture Spray, to create that perfectly imperfect, tousled texture, windswept waves, and piecey dimension that really makes those fresh highlights stand out.
• Cool Dip Purifying Shampoo, that brightens and adds texture to every newly-kissed streak.
• Smooth Seas Detangling Conditioner, restores shine after each wash, and adds texture to prepare the hair to style.
• Sun Streaks Lightening Spray, that turns the sun’s rays into blonde highlights.

Now it’s up to you, Tongal, to generate excitement and awareness for this launch and let women know that John Frieda® Beach Blonde™ is all they need to achieve that sexy, beachy, carefree, sun-kissed blonde hair all year-round. 

The goal of this project is to create a 30 second Video announcing the launch of John Frieda® Beach Blonde™, the only hair care collection that gives blondes the salon-quality products they need to achieve that sexy, beachy-texture and sun-kissed blonde all year-round.  

Thought-Starters:

• Explore that emotional connection to: What does it mean to be your best blonde? What were your best blonde hair moments? What are your best beach blonde moments in your lifetime? Think about your childhood blonde.
• Lean on iconic imagery, balancing attitude and style to make a visual statement that is memorable and inspirational.
• Aspire to the lifestyle. Go cinematic with classic beach or fashion films. Elevate your concept and translate it to year-round. 
• Think about playing with sensorial cues too (“vacation in a bottle,” botanical fragrances to evoke emotions of being at the beach, like coconut or refreshing mint scents.)
• How is she the whole package: style, hair, personality?
• Show us a love for the beach, a love for being blonde, a love for Beach Blonde™.   

--Key Marketing Messages: Beach Blonde™ is the only line of customized products that gives blondes the products they need to achieve sexy, beachy-texture and sun-kissed blonde year round.

--Target Audience: Women 18-30, pop-culture loving college students and young professionals with active lifestyles.

--Executional Mandatories: Do not show dark roots. Do not show competing products. No blonde jokes or silly tone.

--Brand Persona: (to consider when casting)

• She is a blonde, through and through.
• In fact, you couldn’t imagine her as anything else. She’s confident. Sexy. Fun. Flirty. Charming. 
• She doesn’t just light up the room – she owns it.
• She exudes confidence but must  simultaneously be warm and approachable
• ‘The blonder, the better’ is her personal motto.
• (Note: Model should have medium to light blonde hair.)

--Tone: Positive, premium, fun, sexy, cheeky, aspirational, confident, charming.

--Exposure: Intended for digital ads, with potential for broadcast.

NOTE TO FILMMAKERS:  During the Pitch Phase, you MUST submit casting headshots with styled beach blonde hair to be considered for this project. All actresses featured in your commercial need to have John Frieda-approved and TV-Quality hair that is blonde with no dark roots, shiny, beautiful, and easy to be styled. Actresses should not be the girl-next-door look, but more aspirational and model-like.   

--Bumper Bonus: In addition to the prizing outlined in the Details section we are also awarding a “Bumper Bonus” for this project. If you elect to include a bumper/end tag with your Video submission you are automatically eligible. The winning bumper will win $1,000. Please keep in mind the following:

• The winner may be asked to perform some light edits on their bumper and send as a separate file.  
• Your bumper may be used in any winning Videos from this project. 
• If your bumper has voiceover, all voice talent must sign a Tongal Talent Release.
• The Sponsor has the right to purchase additional non-winning bumpers, in addition to the designated bumper winner. 
• Finally, you can submit just a bumper without a video, however you must include “Bumper Only” in your video name. “Bumper Only” submissions will not be eligible for awards beyond the $1,000 Bumper Bonus.

Other instructions for the bumper:

• If you are creating a bumper please use the files that will be provided in the Assets tab.

Product: Product will be sent to Pitch winners and a few sets will be made available for Wildcards. 

This Project will be worth a total of $50,000 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 exciting Video that showcases new John Frieda Beach Blonde 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 any winning Videos based on their Idea. (That means if your winning Idea is the basis for the 1^st place Video, you will receive $1,000 the 2^nd place Video $500, 3^rd place Video $300, 4^th place $225– see Video Phase Payout details for more information.

PHASE 2: PITCH - 

**NOTE TO FILMMAKERS:  During the Pitch Phase, you MUST submit casting headshots with styled beach blonde hair to be considered for this project. All actresses featured in your commercial need to have John Frieda-approved and TV-Quality hair that is blonde with no dark roots, shiny, beautiful, and easy to be styled. Actresses should not be the girl-next-door look, but more aspirational and model-like.**   

Submit your Pitch (What Is a Pitch Phase?) convincing the Sponsor why you should be selected to execute a Video based on one of the winning Ideas 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.

• Mood Board (REQUIRED): Inspiration for the Video that conveys look, feel, tone.

• Image (Optional): Additional concept art, storyboards, shot list, casting notes, anything that helps get your point across.

• Script (Optional): This should include dialogue from the video you intend to create. 

• 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 3 most compelling Pitches will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will each receive $2,500 to help create the Video.  Additionally, upon submitting a Video that satisfies the criteria laid out in your winning Pitch, the Pitch winners will also be GUARANTEED a winning place 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 $4,500, at a minimum, and have a chance to compete for the $20,000 Place video prize (subject to deduction for one-time 5% residual payment to eligible Idea winners). For an example of an effective Pitch, check out Erik Beck’s 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 3 winners from the Pitch Phase will each create a 30-second Video based upon their winning Pitch.

All other creators are invited to enter a Wildcard (What Is a Wildcard?) submission that can be based on one of the winning Ideas from the previous Phase or a totally original concept that is not based on any winning material from the Idea Phase.  The Judges will score all Wildcard submissions and the 1 highest scoring Wildcard Video along with the 3 winning Videos submitted by Pitch winners will be scored to determine the standings for the Video Phase.  Remember, the 3 Pitch winners, along with 1 Wildcard creator, will receive prizes. 

** If you are planning on creating a Wildcard Video, and you want your Casting Headshots to be reviewed by the Sponsor before you go into production, please email your PDF to sarah@tongal.com by June 13, 2014.** 

--Video Phase Payout: Winners of the Video Phase will earn the following prizes: 1st place $20,000, 2^nd place $10,000, 3^rd place $6,000, and 4^th place $4,500 (less any 5% one-time residual payments paid to the Idea winners, as applicable).

--Music:  Tongal has partnered with four premiere music providers: Audiosocket, Killer Tracks, Epidemic Sound and Music Dealers. Any of which can be used to source music for your Video submission to this Project. You may use up to THREE total tracks per Video submission, and they can come from any of the four providers listed above. 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.

--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, capped at $500 per place. That’s a potential $1,525 in bonus cash just for telling all of your talented friends about this Project! Check out more about our Referral Program in FAQ.

1. The Video 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. Videos must be in the English language or subtitled.

8. Limit 5 submissions per member, per Phase.

9. You must be at least thirteen (13) years or older to enter.

10. In the event that fewer than 35 Pitches are received, the Sponsor reserves the right to repost the contest for up to fourteen (14) days at their discretion.

11. 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.

12. 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.

13. 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 copy of a photo ID for all On-camera Talent releases. You must also provide all project files, editing sequences and a QuickTime .mov file in uncompressed, Animation or ProRes HQ codec at 1920x1080 to claim your prize.

14. 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.