Due September 15th, 2010 - You'll find Surf laundry products in over 75 million  households around the world, everywhere from the UK to Brazil, Vietnam to South Africa. Surf's ambition is to make laundry delightful by giving a great clean and a stunning fragrance experience that will uplift your day! We're looking for videos that deliver a little feel good moment too.

Who are we talking to?
Surf’s consumer target is described as an ‘Everyday Optimist’: she is a happy, positive person who is grounded in reality. She knows that laundry is part of life and believes that she can improve her laundry experience through fragrance. She really connects to the insight, ‘I know the power of fragrance, a fabulous scent can lift any moment, any day’.  She is looking for great cleaning results and a fabulous  fragrance that can enhance her mood and add a little joy to her every day!

What do we want from you?
The Surf range has been designed to clean brilliantly and leave an uplifting scent that is simply irresistible – with Surf you can smell the clean!  All of Surf’s fragrances are inspired by nature’s most fragrant places, to energise the senses. We want to showcase one of the best fragrances in Surf’s new range - ‘Surf Tropical’.

We would like a video that really dramatizes the great clean and fresh fragrance experience ‘Surf Tropical’ will bring to our consumer and her laundry.  
Clean and fresh is measured by clean whiteness and a fresh clean smell, so for this
film please consider:

•Cueing clean: a ‘must have’ for our consumers – consider showing white clothes as proof of clean
• Cueing freshness: dramatizing Surf Tropical’s fresh, clean smell – consider showing the fresh and lively fragrances of tropical flowers, ylang ylang, pink lily
• Evoking a fresh, colourful landscape – consider the vibrant pink & orange colours of a natural tropical oasis

We would like the film to show that when our consumer uses ‘Surf Tropical’, it will give her laundry a stunning fragrance experience that takes her to new heights of euphoria and makes her sing and dance with delight!

Note: The idea that Surf Tropical’s fabulous smell will make you want to sing and dance, is critical in order to communicate the fragrance message in a unique and playful way, in line with Surf’s upbeat personality.

Guidelines:
• Tone - Positive, uplifting, playful, bright & colourful
• Length - Up to 60 seconds
• Look for an idea that is expandable across all types of marketing (TV, digital, print, in store, radio etc)
• Language - English would be preferred, however because it will be used globally, it may need to be translated into several other languages, so please keep words / voice over to a minimum

Click 'Visit Contest' below for complete details.

Prizes

Grand Prize
   *   In addition to the prizes below, the best overall video (across thirteen brands) will be decided by jury at the MOFILM Awards in London, have their film shown live before a London Film Festival premiere and win an additional £7,000!

First Place - BFI London Film Festival VIP Prize Package
   * Once in a lifetime trip to London for the MOFILM Awards and BFI London Film Festival for you and a guest, including airfare and 2 nights accommodation
   * Red carpet treatment at an exclusive premiere and after party, with celebrities and fellow filmmakers!
   * £1500 prize money

Second Place
   * £700 prize money

Third Place
   * £500 prize money

Fourth and Fifth Place
   * Digital camera equipment up to US $500 in value.

Eligibility
All Users must be over the age of 16 at the date of entry. (All Users of the age 16 to 18 must have permission of an adult who will receive any prizes or remuneration on their behalf).