Oral-B Pro-Expert 'The Smart Toothpaste' Project
Think that toothpaste can't be smart? Think again.
Staff Pick

Due June 27th, 2014 - Your toothpaste is dumb. Did your toothpaste go to college? Has your toothpaste done groundbreaking work on the Hodge Conjecture? Of course it hasn’t. No toothpaste could be held to such impossible standards of genius. 

Except for Oral-B's revolutionary Pro-Expert toothpaste -- it's crazy smart.

Some facts about Oral-B Pro-Expert smart toothpaste include, but are not limited to*:

   1. When you brush with Oral-B Pro-Expert, it finds the issues in your mouth and adapts to give you the action you need, where you need it.
   2. Oral-B Pro-Expert is among the scholars Einstein thanked in his 1905 Paper on Special Relativity.
   3. Oral-B Pro-Expert is a great listener.
   4. Oral-B Pro-Expert knows you better than you know yourself.
   5. Oral-B Pro-Expert helps you engage in life more confidently.

*Please note facts 2-4 are patently false.

So, what can a smart toothpaste do for you? Well, while Oral-B Pro-Expert is improving your mouth, who knows what other areas of your life might improve? Consider if Pro-Expert toothpaste were a living character: how would it behave? What kind of personality would it have? Come up with some other clever benefits of having a smart toothpaste adapting to your needs and looking after you. Comedy is welcome!

Project Objectives
The goal of this project is to create a funny, irreverent and shareable 30-60 second Video that raises awareness about how Oral-B, your trusted brand for toothbrushes, makes toothpaste in Europe AND how Oral-B Pro-Expert is an amazing “smart” toothpaste. You should think of clever and exciting ways to show how life gets better when you use Oral-B Pro-Expert.

This project is for Oral-B Global (EU) and the product is only available in Europe, so please keep that in mind as you’re thinking about production design, casting, etc. Locations that are non-descript and authentically resemble the UK, France, and Italy may be more in line with the creative ask on this challenge.

Please limit the amount of on-screen dialogue. Oral-B would like to be able to use your Videos in a variety of geographic regions. Voice Over is fine. If selected as a winner, you may be asked to provide audio splits.

Click the link below for Official Rules and more details.


Idea Awards (Submissions end 05/28/14)
FOUR winning Idea creators will each receive $250 and a 5% one-time residual payment for any winning Videos based on their Idea.

Pitch Awards (Submissions accepted 06/02/14 through 06/03/14)
The TWO most compelling Pitches will be awarded $1,500 to help create their Videos. These Pitch Winners will also be GUARANTEED a winning place in the subsequent Video Phase.

Video Awards (Submissions begin 06/02/14)
First Place - $18,000
Second Place - $8,000
Third Place - $5,000

Open to Tongal community members (it's free to register!), 13 and older.

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