To establish Young Director Award by CFP-E/SHOTS as THE competition for aspiring commercial film directors and to get as many entries as possible to the 2010 competition.(To be eligible, entries must be one of the first four commercials a director has directed.)

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 award 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-sites and on youtube.

To add interest among our target group, we also posted a making-of of the commercial on the youngdirectoraward.com-blog.

The link was sent to 1500 email-addresses including production companies and film schools. This led to over 265 000 hits on youtube in a few weeks (and counting).The film was discovered by traditional broadcast as best commercial of the month and got six free air times on prime time television, it was also picked up by over 30 online sites publishing the newest and the freshest of the industry and beyond.The Youngdirectoraward.com site immediately received 76% new visitors with an average of 48 minutes on site.Within a month, YDA received around 400 entries from young commercial directors around the world.

The entry deadline was getting closer and it was the quickest way to make a strong impact and get a response from our target group. Young commercial directors live and breath quality commercials. That is their passion.It was crucial to be a fast success on youtube, which is the place where young directors seek references and inspiration on a daily basis.

Writing a script with strong viral potential and shooting it with an inexperienced young director (24-year old Rogier Hesp) inspires other young and up-coming directors to fulfill their own dreams.

Supporting and inspiring talent is the sole purpose of Young Director Award by CFP-E/Shots.