10/13/2015 Client: Hello Product: Hello Kid’s Toothpaste Title: Cowgirl Carolyn Length: .30 Writer: Jordan Frank & Rachel Mallary
VIDEO
AUDIO
1. LOW CAMERA ANGLE MOVES THROUGH PILES OF GIRLS TOYS. DOLL ACCESSORIES COVER THE FLOOR OF AN UNKEMPT KID’S ROOM.
[CONTEMPLATIVE INSTRUMENTAL MUSIC BEGINS] MOM/NARRATOR (DRYLY): See what I have to put up with? Cowgirl Carolyn and her endless accessories never quite find their way back to the toy box. [MUSIC TONE CHANGES TO MORE UPBEAT IN BACKGROUND] MOM/NARRATOR (MORE FRIENDLY/PROUD): At least this queen knows how to brush her teeth. Hello toothpaste gets her teeth squeaky clean with fruity flavors that won’t leave her mouth burning. She can get back to playtime with fresh breath and a plaquefree smile. Not to mention the allnatural ingredients. That means no dyes, no preservatives, and no alcohols. So it’s safe for her and for Cowgirl Carolyn. [MUSIC WRAPS UP]
2. CAMERA RISES AND MOVES THROUGH THE BATHROOM DOOR TO SEE A GIRL STANDING AT A VANITY WITH A MIRROR AND SINK. QUICK SEQUENCE OF GIRL GOING THROUGH THE STEPS OF BRUSHING HER TEETH (GRAB HELLO TOOTHPASTE OFF THE COUNTER, SQUEEZE IT ONTO THE TOOTHBRUSH, BRUSH TEETH HASTILY, RINSE) 3. AFTER FINISHING HER TOOTHBRUSHING ROUTINE, GIRL PAUSES AND LOOKS IN MIRROR. SHE’S CONTEMPLATING SOMETHING. 4. CAMERA IS BEHIND HER. GIRL RUNS OUT OF FRAME (OUT OF BATHROOM BACK INTO HER ROOM.) 5. GIRL IS IN ROOM. FRAME SHOWS DOLL LYING IN THE FLOOR SURROUNDED BY OTHER TOYS, DOLL ACCESSORIES, ETC. DOLL IS SNATCHED OUT OF FRAME (OFF THE FLOOR) BY THE GIRL. 6. GIRL RUNS BACK INTO FRAME IN THE BATHROOM WITH DOLL IN HAND. 7. QUICK SEQUENCE OF GIRL PREPARING TOOTHBRUSH/TOOTHPASTE AGAIN. 8. CLOSE UP OF TOOTHBRUSH WITH TOOTHPASTE ON IT SWIRLING AROUND DOLLS FACE. HELLO LOGO APPEARS ON SCREEN.
10/13/2015
Digital Idea Many moms struggle with getting their kids to brush their teeth. It’s a chore no kid wants to spend time doing. Even if the child does brush regularly, it may not be thoroughly enough. For our digital idea, we want to create a toothbrush timer app that kids can use while brushing their teeth. The timer will run for the recommended 2 minutes so kids will not cut their oral hygiene routine short. When the timer goes off, the child will know it’s time to rinse. While other apps like this exist out there, none have the personality and usability of the Hello brand. The Hello toothbrush timer will be extremely kidfriendly and simple, with clean, colorful graphics, and an easytouse interface. Since many kids have smartphones of their own, users can also turn on push notifications to remind them to brush their teeth in the morning and at night.