Create a suite of Videos that brings heart to the story of the elmex brand as a “lifelong companion” for German millennials, and reinforces their tagline, “Healthy teeth for life.”

We’ve got a challenge here, Tongalers, but you wouldn’t know it at first glance. elmex has a long history as the leading toothpaste brand in Germany. They’re the #1 recommended brand by dentists and pharmacists, known for clinically proven benefits and solid medicinal credentials. Thanks to a history of innovation and advanced technology, they’ve also been a steadily trusted brand since 1963, used by 25% of all children and 15% of the adult population. Premium quality, premium price, elmex has simple solutions for oral care needs with a range of specific products with color-coded packaging.

All this helps reinforce the brand’s current identity as that of an authority – a knowledgeable sage – rooted in science and expertise, who is supportive and dedicated, and who carries an understated superiority. Therein lies our challenge though: people tend not to form emotional bonds with experts and authority figures, but emotional connections are what you need to create real brand loyalty.

So, as millennials have grown up to become young adults, despite that long history with elmex, they’ve branched out and explored other brands. That’s where you come in. elmex wants to bring a little more heart to the story and connect with German millennials to help create the feeling that elmex is a “lifelong companion,” and underscore the brand’s tagline: “Healthy teeth for life.”

Check out more important details in the remainder of the brief below…

The goal of this project is to create a suite of four Videos – two 30-second Videos and two 15-second cut-downs – that brings heart to the story of the elmex oral care brand, communicating to German millennials that elmex is a lifelong companion, and reinforcing the brand tagline “elmex. Healthy teeth for life.”  Since this is for the German market, any on-screen dialog or V.O. will have to be in German, so it’s worth considering if you can tell your story without on-screen dialog. 

Ideators, when you finish reading this you’ll see that most of your guidance is just descriptions of tone and feel, with words like “emotional” and “relatable.” That means you have lots of creative freedom to tell this story. Use it. There are many simple stories and many character journeys that touch the heart and speak to the concept of a “lifelong companion.” You may think of family, of growing up, of love and romance, pets or lifelong passions, but don’t limit yourself to the obvious. Be unexpected and original, and captivate us with a moment that gives us a taste of the best of human experience so that this becomes more than a toothpaste spot. It’s okay to be lighthearted or funny, as long as it’s in a relatable way.

Filmmakers, it’ll be emotionality, authenticity, and simplicity that will help you succeed here. You should ensure that the brand’s equity is maintained – elmex is still a knowledgeable sage – and it’s recommended that the product factor into the story in some way, if relevant, and touch upon that reason to believe: It is clinically proven that elmex works. Your two 30-second Videos, should each follow a different storyline, and each should have it’s own cut-down. Though you’re looking to create something that will be emotionally engaging, you should keep in mind that the opening few seconds of your Video should hook your audience right away, so visually, narratively, or otherwise; the slow burn won’t work here. This is open to filmmakers anywhere, but you should ensure that your cast, locations, and costuming are representative of the German market. 

For an understanding of where the brand is at now, we’ve included in the Assets an image from the 2017 local German market elmex campaign that makes real people bring to life their love and trust in the elmex brand – activated via national print, in store media, and bloggers. The visual (which is for in-store / print) gives an idea of how they still integrate people whilst staying true to the medicinal appeal (simple visual aesthetic, clean lines, white background).

--Key Marketing Messages:

• elmex is my lifelong companion.
• My teeth grow with me, live with me, and age with me – all they need is elmex.
• Current equity tagline: elmex. Healthy teeth for life (German: Gesunde Zähne ein Leben lang)
• Reason-to-believe: It is clinically proven that elmex works.

--Target Audience: The key demographic for this video, generally, is German-speaking consumers in Europe, and more specifically:

• Young German adults & millennials who grew up in an “elmex household” and used elmex at home
• “elmex households” themselves, which are characterized by quality-conscious brand seekers with high oral care involvement seeking a superior solution to prevent or treat hard tissue related issues.

--Executional Mandatories: 

• Any dialog or V.O. MUST be in standard German.
• With regards to casting, stay with central European-looking actors, and avoid overindexing on Non-European nationalities in the videos.
• You should show the elmex logo in the top right corner of the Video the entire time, subject to the final execution of the Video. This is included in the assets.
• The closing frame for the videos should be the brand slogan “elmex®. Gesunde Zähne ein Leben lang.” with a lineup of the elmex product systems - subject to the final execution of the Video. This will be provided. A work in progress version of this is included in the assets.
• Do not show / use competitive products. If oral care products are shown or used in the video, they MUST be elmex.
• If oral care products are shown / used in the video, they shall be used for their proper purpose (brushing teeth, and not e.g. cleaning the rims of a car.

--Tone:

• Your Video should be relatable, emotional, sentimental, and engaging. Humor and lightness are fine, but it should be more clever and creative than slapstick, and it shouldn’t come at the expense of anyone. You should also make sure that, at the core, your Video still rests upon the brand equity of being simple and authentic, knowledgeable and proactive, and high quality.
• You should avoid anything that feels overly polished and “Hollywood,” that might give the sense that it’s overpromising or being condescending. Your Video should not have peole who are obviously actors with too-white-to-be-true smiles.

--Brand Persona: The persona / brand archetype that elmex has established is the “Sage” with an understated superiority. He is a knowledgeable expert who can show the origin of problems and propose solutions. HOWEVER, you should incorporate the tone that’s mentioned above, and infuse this brand persona with sentimentality and warmth, ensuring that your Video is not flat or clinical. Beyond that, as a brand, elmex:

• Confirms health is rooted in science & expertise
• Encourages people to take purposeful steps and reassures their actions
• Is approachable, supportive, dedicated authority; optimistic and proactive
• Is hands on - not an “ivory tower” theorist

FACEBOOK OPTIMIZATION: The 15-second cut-down Videos are specifically designed to run on Facebook, so you should consider the following best practices:

• 85% of Facebook video is watched without sound, so you should be able to convey the important parts of the story without relying on sonic devices at all, and be able to carry the emotional weight and communicate the core message as much through cinematography, editing and filmic devices, as in whatever narrative you many incorporate.
• You only have 3 seconds to grab someone’s attention, and this means engaging the audience with a hook of some kind IMMEDIATELY. Striking imagery helps, but you should think about an opening that introduces conflict, asks a question, teases curiosity, or challenges the audience, leading them to wonder, “What comes next?!” Audiences are naturally curious, so if you tap into that, you can succeed.
• Use on-screen text to capture the audience’s attention, communicate key messaging, and contextualize what they’re about to see. Don’t be afraid to use lots of bold on-screen text if it makes sense, but deploy it in a creative way – more than white text in the lower third.
  
• Consider non-linear storytelling by opening with a reveal or a tease that you’d otherwise save for the end, and change the order in which you present your imagery and narrative.

PRE-PRODUCTION NOTES: This project includes a Pre-Production Phase (What is a Pre-Production Phase?) before the Video Phase. HOWEVER, there will not be specific approvals required by the brand for any items. This time is intended to allow for Pre-Production Calls with the brand to ensure you incorporate their notes into your Videos, and it will ensure that there is ample time for the brand to deliver product before you go into Production.

--Deliverables Due: At the close of the Video Phase, you will be responsible to deliver as separate submissions:

• Two (2) 30-second Videos
• Two (2) 15-second Cut-downs

--Platform: The full length 30-second Videos will be used primarily on YouTube, but the cut-downs will be used for Facebook, Instagram, and other digital networks.

--Product: The brand will provide product, and it is encouraged that you include them in the Video in some way.

• If you are chosen as the filmmaker, you will need to provide an appropriate address for product shipments ASAP given that product will be shipped internationally.
• The hero product of the Video should be elmex Kariesschutz.
• Note that ANY oral care products used in the Video, including toothbrushes, need to be elmex products.
• The whole product system with descriptions is included as an Asset in the Assets section, as an FYI.

--Anticipated Timeline: 

• Pre-Production Phase: January 16 – January 20
• Video Phase: January 20 – February 23
• First Cut Videos Delivered to elmex: February 23 by EOD
• Editorial Feedback from elmex: March 1
• Filmmakers Revise Video: March 1 – March 6
• Revised Videos Delivered to elmex: March 6
• Final Tweaks & Edits Requested: March 7 – March 8
• Final Videos Delivered to elmex: March 9

This Project will be worth a total of $32,000 and consists of four Phases: an Idea Phase, a Pitch Phase, a Pre-Production 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 Video that brings heart to the story of the elmex oral care brand 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 FOUR (4) winning Idea creators will receive $500 each There are no residuals on this project.

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 TWO 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.
• Treatment (REQUIRED): A detailed narrative description of what’s going to happen in the 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 (SUGGESTED): 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.
• 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 single most compelling Pitch will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will receive $13,000 to help create a Video suite. Additionally, upon submitting a Video suite that satisfies the criteria laid out in your winning Pitch, the Pitch winner will also be GUARANTEED the winning place in the subsequent Video Phase. So, if your Pitch is selected and you execute your Pitch effectively in your Video submissions, you will win an additional $17,000. 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: PRE-PRODUCTION – This project includes a Pre-Production Phase (What is a Pre-Production Phase?) before the Video Phase. HOWEVER, there will not be specific approvals required by the brand for any items. This time is intended to allow for Pre-Production Calls with the brand to ensure you incorporate their notes into your Videos, and it will ensure that there is ample time for the brand to deliver product before you go into Production.

PHASE 4: VIDEO – Once the Pre-Production Phase is complete, the Pitch Winner will create a suite of TWO 30-second Videos, each with a 15-second cutdown, based upon their winning Pitch. Both 30-second Videos and both 15-second cutdowns are due at the close of the Video Phase. Please upload them as separate videos when submitting your Videos. 

--Video Phase Payout: Winners of the Video Phase will earn $17,000. There are no residuals for the Idea Winners on this project.

--Music: Tongal has partnered with premiere music providers: JinglePunks, Killer Tracks 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. That’s a potential of 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 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 German 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.