PLEASE CONFIRM THAT YOUR WORK IS IN COMPLIANCE WITH THE BEER INSTITUTE ADVERTISING AND MARKETING CODE BEFORE SUBMITTING TO ANY PHASE OF THIS PROJECT (Available here - http://www.beerinstitute.org/index.asp).

The holiday season with family and friends can be exciting, hectic, even a little bit complicated, because hey - every family is unique. Right? And with all apologies to our grammar teachers, some are even more unique than others. Colorful characters, well-loved stories – families are made of memories.

The Leinenkugel family is no different than any other family - and for five generations they've enjoyed sharing their family's traditions, stories, and great craft beers, bringing flavor and fun to family holiday get-togethers.

Leinenkugel's® believes that every family holiday moment (even the awkward ones) deserve to be toasted and shared. So this holiday season, Leinenkugel's® is inviting you to show and tell your favorite family holiday tale. Truth, tradition, or lore – it's all fair game when it's celebrated with Leinenkugel's®.  We want you to capture those moments when everybody is feeling at home - when the conversations get more interesting, and the quirky traditions even quirkier.  We want to feel the holiday glow that makes your uncle’s special holiday sweater into a fashion statement.  Show us what the reindeer games look like in your neck of the woods!  

Using your own family holiday experiences, bring to life a fun (could be epic) holiday family tale, lore or tradition that is made just a bit more colorful when celebrated with Leinenkugel's in a simple 30–60 second video.

--Can’t hurt:  Before you start, crack-open a Leinie's, and consider becoming a member of the Leinie Lodge® (leinie.com).  You can also join the Leinenkugel’s Facebook community to see what Leinie's friends and family are already saying and sharing.  

--Key Marketing Messages:

• Join Us Out Here.® (It's the brand tagline, but is viewed as the brand's invitation to consumers to experience and join the Leinenkugel's family). 

• Leinenkugel's is America's Friendliest Craft Beer (and brewery).   

--Tone: Leinenkugel's is rooted in a history of family and small town values, which has for generations sculpted the nature of how they speak to customers.  Dialogue is always friendly, warm and inviting - reminiscent of what you would expect between family and friends.  

--Target Audience: Primarily male, age 25-34 craft drinkers that are looking to enjoy a moment of relaxation. These folks appreciate the comfort and social ease of enjoying a beer with close family and friends.  

--Potential Exposure: Television, also within the brand's digital and social communities (Facebook & website)

This project will be worth a total of $25,000 and consists of two phases so there's a place for all of you to contribute, regardless of your skill set.

PHASE 1 – STORY: In 500 characters or less, our story for the Leinenkugel's holiday video. This is not a detailed script, but a synopsis of the basic plot points that the video should follow. Feel free to use David Mamet’s dramatic story paradigm for structure (i.e., Once upon a time…and then one day…and just when everything was going so well…when just at the last minute…). Don't get hung up on details. Tell us big chunks of the story. As always, stories should be clever, engaging and fun. Winning stories will receive a 5% residual payment of every winning video they are used to generate.

PHASE 2 – VIDEO: Select one of the 10 winning stories from Phase 1 and make a 30-60 second video for Leinenkugel’s based on it. Think of the story as the central thesis that you should build your video around. Remember, creativity and originality are king so make it interesting and have some fun with it.

--Music: Tongal has partnered with Audiosocket, a boutique music licensing agency representing more than 1,400 emerging bands, composers and record labels. Audiosocket tracks will be available to Tongal members at no charge solely for their incorporation into Tongal members' submissions to the Leinenkugel’s Project.  Tongal members are encouraged to browse the Audiosocket catalog, available at http://audiosocket.com/. If you are interested in using a track from the Audiosocket catalog, as described above, please email music@tongal.com for account and password info which will allow for the download of up to 3 tracks.

1. Videos MUST not exceed 60 seconds in length. Preferred format 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.

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. Videos MUST prominently feature the Leinenkugel's product, mention the brand name a minimum of one (1) time, show the Leinenkugel's logo at least one (1) time and end with the brand's signature “Join Us Out Here.®” tagline.

4. Leinenkugel's brand and/or product MUST be shown in a responsible manner. Videos cannot portray irresponsible/dangerous acts and/or over-consumption.

5. In the event you utilize any third party materials, such as music provided by a third-party music provider, 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.

6. Any use of an Audiosocket track obtained through Tongal in connection with the Leinenkugel’s Project that is outside of such Tongal member's submission to such project is strictly prohibited.

7. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material; the determination of which is solely at the discretion of Leinenkugel's.

8. Submissions must not portray Leinenkugel's in a negative way, the determination of which will solely reside with Leinenkugel's.

9. Videos MUST be in the English language or subtitled.

10. Limit 5 submission(s) per member, per phase.

11. You MUST be at least twenty-one (21) years or older to enter.

12. Anyone portrayed in a video MUST be at least twenty-five (25) years of age. 

13. Videos MUST refrain from using anything related to children. This includes Santa Claus and elves – Please Refer to Beer Institute Advertising & Marketing Codes at http://www.beerinstitute.org/index.asp

14. Videos MUST refrain from using anything related to religion or religious themes. Please refer to the Beer Institute Advertising & Marketing Codes at http://www.beerinstitute.org/index.asp

15.Videos MUST refrain from depicting situations where beer is being consumed rapidly, excessively, involuntarily, as part of a drinking game, or as a result of a dare. Please refer to the Beer Institute Advertising & Marketing Codes at http://www.beerinstitute.org/index.asp

16. Minimum 20 videos, or the contest will repost for 14 days.

17. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, winning video creators MUST also provide Talent, Location, and Music Releases for all assets appearing in the video as well as the project files, editing sequence and an uncompressed quicktime .mov file in either Animation or ProRes 422 codecs at either 1920x1080 or 1280x720 to claim their prize.

18. 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.