And the doughnut-shaped Oscar goes to…

Yesterday, doughnut maker Krispy Kreme announced the official launch of its first-ever Krispy Kreme Film Festival (KKFF), a competition, open to entrants of all ages, that invites amateur and professional filmmakers to submit their very best doughnut-themed videos for the chance to win a grand prize of free doughnuts for a year, $500 in cash and a special doughnut-inspired trophy.

Working with Toronto-based OverCat Communications, the brand has launched a contest microsite where entrants can submit videos they’ve created, and is promoting the contest through social media using the hashtag #KKFilmFest, in-store signage and a modest online buy. The contest website recommends videos are shot in HD, but also says they can be created using Vine and Instagram.

Entrants have until Aug. 31 to submit their videos. On Sept. 3, Krispy Kreme will select and the reveal the top 10 films online, which will be screened at the Royal Cinema in Toronto on Sept. 12., with the winner being selected by a panel of celebrity judges.

Chris Lindsay, operating partner, Krispy Kreme Canada, tells MiC that the Krispy Kreme Film Festival is an opportunity to build on the brand’s fun and joyful personality.

He says the festival was inspired by the fact that consumers often send the brand photos of their Krispy Kreme-related memories, and adds that the festival is a way to leverage this existing emotional connection and leverage its consumers as content creators for the brand.

Lindsay says it was a natural fit to launch the contest during TIFF, when people are focused on movies and big stars, noting that the festival aims to make them feel like they’re part of the action.