Unilever declares Vaseline ad winner in UGC competition

Unilever has announced the winner of its crowdsourcing project, which saw it tie up with filmmaker contest community Mofilm and invite budding directors to make short films promoting 13 of its brands.

The grand prize-winner was a film called ‘The Melody of Skin’ by Ryoko Kawanishi, made to promote Vaseline. Unilever will now integrate elements of the short into an upcoming marketing campaign for the brand.

A panel of judges from the film, marketing and advertising industries chose the winner from a shortlist of 13 films, one for each brand featured.

Among them were shorts for Axe (a Lynx variant), Dove, Sunsilk, Ben & Jerry’s and Surf. Kawanishi's film was premiered at the London Film Festival last night and she will be rewarded £7,000.

Keith Weed, the FMCG giant’s chief marketing and communications officer noted that the Unilever Consumer Creative Challenge had been conceived partly to "get even closer to our consumers by encouraging them and inspiring Mofilm’s global network of filmmaking talent".

He said: "We were hugely impressed by the quality of the entries we received. All of our 13 winning entries, especially the grand prize-winning film, tell our brands’ stories in engaging and imaginative new ways.

"We’d like to congratulate Ryoko and look forward to working with her to integrate her film into our marketing communications."

Kawanishi said: "We are going to have a party with the team that made the Vaseline ad. My dream is to direct feature films and TV spots like the legendary Japanese filmmaker Jun Ichikawa."

Earlier this month, Marketing reported that Unilever, the world's second-largest advertiser, is changing the way it markets itself to incorporate more crowdsourcing and co-creation opportunities and to be less "corporate".

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