***Both the 30-second cut and the 15-second cut of your Video will be due at the close of the Video Phase on May 5th. Please add your 15-second on to the end of your 30-second with one second of black video in between.***

KOOL-AID Man’s been part of the zeitgeist for decades. He’s crashed through ceilings. He’s popped up at awkward times on popular TV shows. He’s even got his own video game. For you, KOOL-AID needs no introduction.

But there’s a whole new generation of thirsty kids who’ve never tasted this delicious drink. That’s why KOOL-AID needs your help. They want you to create a TV commercial to let kids in Canada know about new Cherry KOOL-AID Liquid Drink Mix. Make an exciting spot that grabs kids’ attention and gets them to urge their mom to buy KOOL-AID.

KOOL-AID is all about kids only fun – no adults allowed. Your Video should appeal to youngsters’ sense of adventure and show them the thrill and magic of having something that’s theirs and theirs alone.

Remember, this commercial is aimed at twelve-year-old kids. KOOL-AID doesn’t want ironic and nostalgic plays that entertain twentysomethings. They want an earnest, fun Video that’ll spur kids to shout “Please, Mom!” when they spot KOOL-AID in the grocery aisle.

The goal of this project is to create a 30-second Video (with a 15-second cutdown) that compels kids to ask their moms for KOOL-AID. KOOL-AID is not for adults. It’s kids only and Videos should show kids the thrill of having something all their own.

--Key Marketing Messages:

• KOOL-AID is delicious and comes in tons of tasty flavors.
• KOOL-AID is for kids only. No adults allowed.
• Kids should ask their moms to buy KOOL-AID.

--Target Audience: Boys and girls in Canada, twelve years old.

--Executional Mandatories:

• You must show new Cherry KOOL-AID Liquid Drink Mix in your Video.
• You must show kids in your spot. All actors must be over (and not look younger) than eight years old.
• KOOL-AID doesn’t want ironic and nostalgic plays. They want earnest and fun Videos aimed at twelve-year-old kids.
• Do not show over consumption of product (i.e. no spraying products directly into mouth, etc.)
• Any use of KOOL-AID Man must be age appropriate and his behavior must be consistent with KOOL-AID’s past use (i.e. enthusiastic and positive.)
• Do not show other products or make comparisons to competing products.
• Always show product usage as per prep instructions (i.e. always diluted with water.)
• Since this project is aimed at kids in Canada, please don’t show any settings incongruous with that area (unless the story involves travel). For instance, don’t have palm trees in the background unless the story involves traveling someplace outside of Canada.

--Tone: Fun, adventurous, enthusiastic and magical.

--Exposure: Television and online social video (YouTube, etc.)

--Product: The Sponsor will attempt to make product samples available for filmmakers to use in their videos. Product can also be purchased at most groceries stores nationwide.

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

This Project will be worth a total of $65,000 and consists 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 an exciting KOOL-AID 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 $250 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 $1250, the 2^nd place Video $750, the 3^rd place Video $500 and the 4^th place Video $250) – 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.
• 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. 
• 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 three most compelling Pitches will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will each receive $3,000 to help create the Video.  Additionally, upon submitting a Video that satisfies the criteria laid out in your winning Pitch, the Pitch winner 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 $5,000, at a minimum, and have a chance to compete for the $25,000 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 three winners from the Pitch Phase will each create a 30-second Video (along with 15-second cutdown) 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 three winning Videos submitted by Pitch winners will be scored to determine the standings for the Video Phase.  Remember, the three Pitch winners, along with Wildcard creator, will receive prizes.

--Video Phase Payout: Winners of the Video Phase will earn the following prizes: 1st place $25,000; 2nd place $15,000; 3rd place $10,000 and 4th place $5,000 (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 ONLY ONE track per Video submission, and it 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.

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 $1,500 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 30 seconds in length. Videos are intended for broadcast on television so it imperative that they be no longer than that, as they will be rejected by networks. A 15-second cutdown of the Video will also be required. 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 50 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.