The concept, 'Born to create drama', puts emphasis on the unique talent of young directors.We felt the best way to promote a young director awards show was to lead by example and give an inexperienced director an opportunity to shoot a script with strong viral-potential, and seed it out to aspiring commercial directors.

The film was broadcast on youth oriented programs, seeded to production companies and film schools and posted on Facebook and YouTube.To add interest among our target group, we also posted a making-of of the commercial on the youngdirectorawars.com-blog.

The link was sent to 1,500 email addresses including production companies and film schools.This led to over 500,000 hits on YouTube in a few weeks (and counting).The film was discovered by traditional broadcast as best commercial of the month and received six free air times on prime time television. It was also picked up by over 40 online sites publishingthe newest and the freshest of the industry and beyond.The Youngdirectoraward.com site immediately received 78% new visitors with an average of 60 minutes on site.Within a month, YDA received hundreds of entries from young commercial directors around the world.