About Firefly®: No one likes brushing their teeth, especially kids. But unlike adults, who understand the consequences of bad oral hygiene (ever had a root canal?), kids will do just about anything to avoid 60 seconds of perceived torture.

Enter: Fun. Flash. Firefly®. Those three “F”s are the ABC’s of good oral hygiene for kids and a lifetime of healthy smiles.

It’s also the reason why Dr. Fresh (President of Dr. Fresh, Inc. which owns Binaca® and Infectiguard™), with the help of his young daughter, invented FireFly®…the colorful light up toothbrush that flashes for 60 seconds (the length of time dentists say is required to thoroughly brush each arch). Firefly’s® unique timed light system educates and promotes compliance in children leading to proper lifelong brushing habits. With soft DuPont bristles and a comfortable handle grip, it’s no wonder that Firefly® is the number one selling kids’ toothbrush in the country.

Project Objective: Create a 30 second Video for Firefly® demonstrating the product’s ability to get kids to brush their teeth and develop healthy lifelong brushing habits.

Target Audience: Parents of young children.

Key Messages: Firefly is fun and makes kids want to brush their teeth. Flashes for 60 seconds, then turns off automatically. Firefly is the best selling kids toothbrush in the country. Batteries included (last for the life of the toothbrush). Comfortable handle grip. Soft bristles.

Project Details: This contest will be worth a total of $10,000 and consist of three phases so there’s a place for all of you creatives to contribute, regardless of your skill set.

PHASE 1: TAGLINE – In ten words or less, give us your best tagline for the Firefly® toothbrush. Remember, the goal of a tagline is to create a memorable phrase that will sum up the tone, premise and benefits of Firefly®. A great tagline is concise, direct and will get stuck in people’s heads. When you are ready to submit your tagline, write it in the “title” field of the submission box and use the “idea” box to briefly explain it. The five best taglines will receive cash prizes in addition to a 5% residual if your tagline is used in one of the five winning videos. You can click here to download this PDF of notable taglines and ad slogans (LINK) to help jumpstart your creativity.

PHASE 2: BUMPER ANIMATION – Create a short (5-10 second) animated “bumper” that will be made available to Video creators to incorporate into the end of their submissions. These animations should be creative, original and able to stand on their own.  You may base your animation off of one of the winning taglines.  Your bumper can, but does not have to include sound. For an example of an effective animated bumper, click here (LINK to BRINGIT Bumper).

PHASE 2A: VIDEO – Select one of the 5 winning Taglines from Phase 1 and make a 30 second Video for Firefly® based on it. Think of the tagline as the central thesis that you should build your Video around. Also, be sure to take the key marketing messages and target audience into account. As always, creativity, originality and effectiveness are king so make it interesting, but also keep it on point. You may, but are not required to incorporate one of the winning animated bumpers in your video.

Feel free to include the Firefly animated characters as seen (here) in your Bumpers and Videos.

As always, be sure to read all of the Requirements before you begin working.

Firefly® Toothbrushes are available at your local Target, Walmart, Walgreens, and online at drugstore.com  For more information about ­­­­Firefly®, visit http://www.firefly.us.com/

For a free product sample, send caleb@tongal.com an email with “Firefly Sample” in the subject line and your name and mailing address in the email body.

This contest has multiple deadlines:

Phase 1 – Tagline Submission Deadline: June 29, 2010 8:30PM

Phase 2 – Animation Begins: Begins: July 6, 2010 8:30PM

Phase 3 – Video Begins: Begins: July 27, 2010 8:30PM