Unilever is inviting its consumers to help in developing ads for its biggest brands. The company has collaborated with MOFILM, a community of film-makers, to provide creative people all round the globe with an opportunity to add their promotional video materials to the ad portfolios of the world-known products.

For its project called the Unilever Consumer Creative Challenge, the FMCG giant has selected 13 brands, which are recognized in all parts of the world — Close Up, Dove deodorant, Lynx, Knorr, Lifebuoy, Lipton, Ben & Jerry’s, Wall’s ice cream, Vaseline, Sure, Surf, Sunsilk and Comfort.

5 runner-ups for each of the brands as well as one overall winner will be determined by consumer products group at the upcoming London Film Festival in October. The main winner will get £7,000, and his or her works will be taken for future marketing campaigns. The submission deadline is September 15.

«We hope we have enough good content to produce ads for all the brands,» commented Babs Rangaiah, vice-president of global communications planning at Unilever. Works in English, Italian, Portuguese, Chinese, German, French or Spanish can be submitted on the www.MOFILM.com website, where participants can find the briefs for each brand. The uploaded entries will be rated by panel of film experts and top marketers.