Unilever has hired Mofilm, based in London, to oversee what is being called Unilever’s Consumer Creative Challenge. It is a contest to create short films of up to 90 seconds — or long commercials, depending on your perspective — for any of 13 Unilever brands sold in markets around the world.
The contest is to be unveiled at the Tribeca Film Festival, where Mofilm plans to announce on Wednesday the winners of a similar contest that asked filmmakers and other creative types to produce ads for brands like Best Buy, Chex Mix, Nature Valley and Nokia.
The winners will be announced at the London Film Festival in October. Five winners will be selected for each of the 13 brands; one overall winner will receive 7,000 British pounds (about $10,683).
The 13 brands are Axe, Ben & Jerry’s, Close Up, Dove deodorant, Heart Brand ice creams, Knorr, Lifebuoy, Lipton, Rexona deodorant, Snuggle, Sunsilk, Surf and Vaseline.
More information about the Unilever challenge will be available on the Mofilm Web site.
Crowdsourcing refers to open innovation, usually online, that relies on the so-called wisdom of crowds to produce concepts. Participants can be amateurs, professionals or anyone in between. Crowdsourcing is used as an alternative to the traditional model of hiring advertising agencies to generate ideas from teams of copywriters and art directors.
Proponents praise the concept’s ability to find filmmakers, artists, writers and creative thinkers from outside the usual channels. Critics of the practice say it pits struggling artists against one another for small prizes.
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