HEINEKEN invites its consumers to submit their observations on the lives of today’s 60 -70 year-olds. The company has launched a new competition, «60+Generation,» through its creative hub, IdeasBrewery.com, where it accepts themed submissions in all formats, from photos and videos to written stories. The winning entries will become part of a 60+ documentary movie.

“We would like to understand how this generation lives, what their preferences and inclinations are and if these have changed since hitting this golden age. This will help us to serve their needs in the best possible way,” says the company. Entrants are invited to share their observations in the habits, activities or interests uniquely concerning the 60 -70 year-old people living around them. Unfortunately, the challenge is not global—it’s open only to all residents of Australia, Austria, Brazil, Canada (excl. Yukon & Quebec), China, Czech Republic, Finland, Germany, India, Ireland, Israel, Italy, Japan, Mexico, Poland, the Netherlands, Spain, the UK & the US (excl. California).

The competition is running until the end of winter, through February 28, 2013, and during the submission period entrants can add as many works as they want. The overall winner of the contest will walk away with $5,000, $3,000 is allocated for the runner-up and $2,000 for the third place. The names of the winners will be announced by the end of the March. HEINEKEN also provides some useful tips to entrants, which will help them develop their creative ideas into a perfect submission for the challenge.