LG goes Hollywood with film fest

The electronics brand enlists the help of Hollywood talent to launch its first ever HD short film festival, and taps digital players to get the word out.

LG Electronics thinks that life is pretty darn good. So good, in fact, that people should be celebrating it in high-definition film. So, to spread the word, they enlisted the help of some Hollywood star power, recruiting award-winning actor and musician Jamie Foxx to unveil their inaugural LG Life’s Good FilmFest, at an event in Toronto on Aug. 11.

The program, partly inspired by the brand’s new series of HDTVs, is homegrown – born and bred by a team at LG Electronics Canada. It calls on aspiring filmmakers from all over the world, of all skill-sets and abilities, to submit short, high-def films, up to five minutes in length, expressing uplifting messages falling in line with LG’s ‘Life’s Good’ brand platform.

‘We realized that it’s actually more meaningful to do a platform…whereby our customers can actually create their own content,’ Tim Barnes, marketing director, LG Electronics Canada, tells MiC. ‘It’s more relevant, and to be honest, with the ‘Life’s Good’ platform, it makes a lot more sense because it’s actually defined by our customer as opposed to being defined by us.’

The festival, which is promoting a call for entries via partnerships with Google, YouTube, Film.com, and through it’s own microsite at LGfilmfest.com, has four categories: animation, sports, narrative and fashion and music. Three category winners will win $10,000 each, and a fourth, chosen as the festival’s overall winner, will receive $100,000.

The contest runs until Oct. 16 and the winners, who will be determined by a panel of celebrity judges, will be announced at an event to take place sometime in January.