Release Issued by Pilsner Urquell:
Pilsner Urquell Creates Innovative New Addition To The International Photography Awards Competition - The Deeper Perspective
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Open Competition for all UK photographers to compete for international acclaim and a trip to New York to attend the prestigious IPA Lucie Awards
Premium international beer brand Pilsner Urquell is to further its commitment to supporting photography by launching The Deeper Perspective. The new innovative category is open to all photographers – amateur and professional - as part of the 2007 Pilsner Urquell International Photography Awards competition.
Every photograph has its own unique story. As such, for the first time, Deeper Perspective will see photographic entries being judged not only on the merits of the photograph itself but also on the story that the photographers will be invited to supply with it - offering photographers the opportunity to share their “deeper perspective” of the world. Photographs and stories will be judged together on their ability to evoke emotion and inspire others.
Pilsner Urquell appeals to discerning consumers who believe in sharing their opinions and the power of self-expression. The brand’s rich heritage and unique story as the world’s first golden beer have inspired the idea that lies at the heart of the new The Deeper Perspective competition category.
The category will allow both professional and non-professional photographers to submit their work at a national level. Five international nominees will then be shortlisted to travel to the Lucie Awards where they will compete for the title of International Photographer of the Year – Deeper Perspective, with a sum of $5,000 and the Lucie statue – one of the most prestigious prizes in the photography world.
In October 2005, Pilsner Urquell, the flagship brand of SABMiller’s international portfolio, announced that it had formed a unique partnership with photography through its support of the International Photography Awards (IPA), an internationally-recognized body that champions both amateur and professional photography around the world. Pilsner Urquell also became the title sponsor of the IPA’s Lucie Awards, universally regarded as the ‘Oscars’ of the photography world.
The Lucies were established to recognise excellence and experience in photography in a variety of categories which include Advertising, Documentary, Fashion, Fine Art, Photojournalism, Portrait and Sport.
“I am delighted that we have been given the opportunity to extend the competition and raise its profile in this way,” commented Hossein Farmani, Founder and Chairman of the IPA and Lucies.
The Deeper Perspective category will give more of the world’s photographers the unique chance to receive the same award that has gone to such photography greats as Richard Avedon, Peter Lindbergh, Annie Leibovitz and Herb Ritts.
For more information on the IPA, please visit www.photoawards.com
For more information on the Lucie Awards, please see www.lucieawards.com
