Show Hispanic families the value of Arm & Hammer Plus OxiClean.
Due November 28th, 2016 - Warren Buffett said it well – “Price is what you pay. Value is what you get.” For all you optimizers out there, getting great value is what it’s all about – making smart choices and finding things that are practical, effective AND efficient; things that do the job better, and still save you time and money (and stress). This is the sweet spot that Arm & Hammer Plus OxiClean Stain Fighters laundry detergent lives in. It’s the full-powered clean you need at a fraction of the cost.
Arm & Hammer knows a thing or two about value; for over 150 years, and many generations, they’ve been a trusted and solution-oriented family brand, committed to providing practical and reliable products. For people managing the challenging laundry needs of a house full of kids and family, where value is especially important, Arm & Hammer Plus OxiClean Stain Fighters laundry detergent is a smart choice.
The goal of this project is to create SIX versions of a 30-second Video (each with its own 15-second cut-down) that will engage U.S. Hispanic consumers on Facebook and other digital platforms, – no matter what language they speak – and show them that Arm & Hammer Plus OxiClean Stain Fighters laundry detergent provides powerful cleaning at a great value. Your Videos should ALL follow the same storyline, and incorporate the same cast, but they should each employ a different language execution: one entirely Spanish, one entirely English, and one a hybrid of English and Spanish for mixed language households. Additionally, you should produce one version of each Video in a 1:1 aspect ratio, optimized for Facebook, and a separate version in a standard 16:9 aspect ratio, optimized for general digital usage. All together, and including the accompanying cut-downs, this is a suite of 12 Videos.
At a high level, your Videos should communicate that this is the only detergent that combines Arm & Hammer Baking Soda with the power of OxiClean Stain Fighters. Arm & Hammer is a trusted, family-focused and reliable brand, with a personality that is confident, strong, positive and genuine. Your challenge is bringing this message to the Hispanic audience.
NOTE: You will also be required to have a Spanish Language Consultant to ensure that your Spanish and Spanish/English hybrid Videos are authentic, both from a script standpoint, and from a talent performance & accent standpoint. It would be helpful to include information about a potential Spanish Language Consultant in your Pitch.
Click the link below for Official Rules and more details.
Idea Awards (Submissions Due 11/09/16)
TWO winning Concepts will each receive $250.
Pitch Awards (Submissions accepted 11/21/16 through 11/28/16)
The most compelling Pitch will be awarded $18,000 to create their Videos. The Pitch Winner will also be GUARANTEED a winning place in the subsequent Video Phase.
Pre-Production Phase (Open only to Pitch winner, due 12/16/16)
During this phase, the Pitch winner will be required to submit certain items for Approval before they are able to move into the Video Phase. The Approval items for this project are:
Video Awards (Open only to Pitch winner, due 1/12/17)
Upon completion of the Videos, the Pitch winner will receive an additional $21,500 for their work.
Open to Tongal community members (it's free to register!), ages 13 and older.
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