Introducing the new line of Crest Be toothpastes, gonna spell it out for ya: F-L-A-V-O-R... Be Adventurous Mint Chocolate Trek, Be Dynamic Lime Spearmint Zest, and Be Inspired Vanilla Mint Spark, takin’ your mouth for a wild ride. C’mon... Be Adventurous Mint Chocolate Trek? That’s like, part mint, part chocolate, all thrill!

Now you’re not just brushing it, you’re crushing it!

Partnering with Tongal, Crest wants your Ideas, Pitches, and Videos to create awareness and anticipation for Crest Be toothpastes. Show how these flavorful everyday essentials can transform your daily routine into a daily blast!

The goal of this project is to create a 30-60 second Video that will drive purchase of Crest Be toothpastes. We want viewers to be curious about the product line and want to go out and try it for themselves. The featured product should be the new chocolate toothpaste: Crest Be Adventurous, Mint Chocolate Trek. Please note however, that the full line up: Mint Chocolate Trek, Vanilla Mint Spark and Lime Spearmint Zest need to be mentioned as well.

You also have the opportunity to submit an extended Director’s cut (not exceeding 90-seconds) of your Video. If you blow their minds they may have no choice but to use your extended version.

--Existing Marketing Messages: 

Please note that Videos do not need to use the copy below.

• Be: Unexpected flavors liven up your brushing experience.
• Be Toothpaste Lime Spearmint Zest: When lime met spearmint things got real zesty.
• Be Toothpaste Vanilla Mint Spark: Suddenly, vanilla’s not so vanilla anymore.
• Be Toothpaste Mint Chocolate Trek: Part mint chocolate.  All thrill.

--Target Audience: Men ages 18-25; early adopters; consumers driven by new experiences – extending to oral care habits, where they are looking for new flavors and sensations to keep their daily routines interesting.

--Executional Mandatories:

Videos must communicate the following:

• Crest has a new chocolate toothpaste: Crest BE Adventurous, Mint Chocolate Trek. This flavor MUST be featured in the Videos. The full line up of Chocolate, Vanilla and Lime needs to be mentioned as well.
• This toothpaste leaves me feeling refreshed.
• This toothpaste does all of the things I expect from a healthy toothpaste: it cleans, fights cavities and freshens breath.

Additionally:

• Be toothpaste cannot be compared to, or associated with food in any way. For example: Hershey’s kisses, cupcakes, ice cream, and frosting are all off limits. 
• Instead, focus on unique flavor experiences and a surprising change to the brushing routine.
• Do not use toothpaste when shooting brushing sequences.

You are welcome to end the spots however you'd like, so long as it includes the pack shot and mentions the other flavors.
 

--Tone: Engaging; honest; like an experienced big brother who doesn’t take himself too seriously; relatable. Keep in mind that Crest is not sexy, insulting or macho. 

--Exposure: Intended for US Broadband placement including: iMedia, YouTube, Google Ad Network, Online Video Pre-Roll, Mobile

--Product: Pitch winners will be responsible for purchasing product to be used in videos. You can use the product locator from the Crest website to find your nearest retailer.

--Additional information: Crest Be is a quirky, unexpected arrival in the oral care aisle – bringing an exciting, unexpected experience to your mundane, daily brushing routine. Even on shelf, Be looks like nothing else in the toothpaste aisle, jumping off the shelf with bright colors, fun designs, and unexpected flavors.

This project will be worth a total of $45,000 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 a Crest Be 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 any winning Video(s) 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 $550, the 3^rd place Video $375) – 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 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.
• Treatment (Optional): A detailed narrative description of what's going to happen in the video. 
• Image (Optional): Additional concept art, storyboards, shot list, casting notes, anything that helps get your point across.
• 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 two (2) 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 $7,500 at a minimum, and have a chance to compete for the $20,000 First 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 two (2) winners from the Pitch Phase will each create a 30-60 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 highest scoring Wildcard Video along with the two (2) winning Videos submitted by Pitch winners will be scored to determine the standings for the Video Phase.  Remember, the two (2) Pitch winners, along with the Wildcard creator, will receive prizes.

--Video Phase Payout: Winners of the Video Phase will earn the following prizes: 1^st place $20,000, 2^nd place $11,000, and 3^rd place $7,500 (less any 5% one-time residual payments paid to the Idea winner(s), as applicable).

--Music: Tongal has partnered with three premiere music providers: Audiosocket, Killer Tracks 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 three 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.

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 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 60 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 25 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 RULESfor 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.