Spike Lee on user-generated content

By Eleftheria Parpis

Spike Lee is here in Cannes to talk about user-generated content and his participation in the MOFILM competition. Twelve brands participated in the contest, including AT&T, Best Buy, Doritos, Nokia, Philips and Hewlett-Packard. They each posted briefs on the MOFILM Web site, and invited people from all over the world to upload their films and compete for awards and prizes. Each brand chose its favorite film, and the entries went on to compete for the grand prize—$12,000 in cash and the chance to be on set with Lee on his next project. Hiroki Ono, a 23-year-old from Yokohama, Japan, won the competition with a film for Nokia (posted below) about a long-distance couple who connect through a sunrise, a sunset and their cell phones. Lee was joined on a panel Friday by Nick Smith, group managing director at Accenture Marketing Sciences, and Anne Mukherjee, group vp of marketing at Frito-Lay, who has spearheaded Doritos' UGC initiatives. The discussion, titled "Laudable or Laughable," centered on the value and impact of user-generated content. In the video above, Lee, who has his own Brooklyn-based ad agency SpikeDDB, spoke with Adweek about UGC and why corporate America needs to wake up.