Unilever has launched a worldwide film competition
Wednesday 21 April 2010Creative challenge
Unilever’s Consumer Creative Challenge invites creative people to produce their own advertisements for iconic brands such as Axe, Ben & Jerry’s, Knorr and Vaseline.
Open to everyone from first-time filmmakers to seasoned professionals, the contest is being run in collaboration with MOFILM, the leading video and film contest community for aspiring filmmakers worldwide.
Entries will be judged by a panel of peers, film experts and industry leaders, with the five strongest for each brand shortlisted. The overall winners will each receive a cash prize and be flown to an awards dinner at the London Film Festival. Their films will then be used in future brand marketing campaigns.
Film contest begins!
The brands involved in Unilever’s Consumer Creative Challenge are: Axe, Ben & Jerry’s, Close Up, Dove, Knorr, Heartbrand, Lifebuoy, Lipton, Rexona, Snuggle, Sunsilk, Surf and Vaseline.
Unilever has long been at the forefront of finding new ways to engage consumers in its marketing. Recent examples are Axe’s co-creation work on Twist and Omo conducting its own user-generated contests with MOFILM in 2008 and 2009.
But this marks Unilever’s most ambitious effort yet to involve consumers in the creative direction of its brands.
Keith Weed, Unilever’s Chief Marketing and Communications Officer, explains the thinking behind the initiative: “Unilever has always kept consumers at the heart of our brands’ communication – our most recognisable campaigns have been a success because they are engaging to them. With digital and social media, we now have even more ways to foster dialogue and generate brand advocacy.
“By partnering with MOFILM and its global network of industry professionals and content enthusiasts, we know we’ll attract top talent from around the world and are excited to see how they will help tell our brands’ stories.”