On December 1, 2011, PUMA.Creative in partnership with Channel 4
BRITDOC Foundation announced 10 new winners of PUMA.Creative Catalyst Awards. These awards support the very best in creative documentary filmmaking, and provide funds to further assist filmmakers. The winning films—with production spanning five continents—cover topics of sustainability, nuclear crisis, economy, race, class and more.

The PUMA.Creative Catalyst Awards provide strategic and catalytic resources in the early stages of documentary projects. Up to 40 PUMA.Creative Catalyst Awards are awarded annually, with announcements throughout the year. The filmmakers are awarded up to 5,000 Euros each
to shoot and edit a film trailer to serve as a tool to demonstrate and accelerate the potential of the filmmakers’ vision.
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PUMA.Creative Catalyst Awards announced today include: “Alliance School” (Paul Taylor), “Alt-Orgs – Sustaining the Human” (Patricia Murphy); “Beyond the Wave” (Kyoko Miyake); “I Ride 4 Kevin” (Lucy Walker); “I, Afrikaner” (Annalet Steenkamp); “Logs of War” (Anjali Nayar); “Ntsika:
The Pillar” (Alette Schoon); “Shadow Girl” (Maria Teresa Larrain); an untitled Ramin Bahrani gold project (Ramin Bahrani); and “White Volta” (Timonthy Edzani Doh).

“It’s a privilege to be able to lend early support to such an amazing array of international filmmakers,” said Channel 4 BRITDOC Foundation Director Maxyne Franklin. “Filmmakers from South Africa and Ghana to the more established names of Oscar nominated Lucy Walker and celebrated filmmaker Ramin Bahrani.”

For this round of PUMA.Creative Catalyst Awards over 500 submissions were received from filmmakers working as far afield as Alaska and Australia, Bangladesh and Brazil. Film submissions included important contemporary stories such as the struggle against child-labour in Ghana to America’s obsession with gold. Other narratives include: Personal stories of a sports star’s rehabilitation from a brain injury; a Japanese filmmaker revisiting family in post-nuclear disaster Fukushima; a Chilean artist coping with losing her eye-sight; and a South African director speaking about contentious land rights and her identity.

“PUMA.Creative’s ongoing support of documentary film demonstrates PUMA’s commitment to contributing to a better world,” said Mark Coetzee, Programme Director, PUMAVision and Chief Curator, PUMA.Creative. “Film is an extremely evocative medium and a tool for us to examine contemporary culture and create dialogue around core issues relevant to PUMA such as safety, peacefulness and creativity. We have made a long term commitment to supporting these important works through our partnership with Channel 4 BRITDOC Foundation through the PUMA.Creatve Film Awards.”

PUMA.Creative Catalyst Awardees Announced Today:

“Alliance School” – Paul Taylor (UK/US)
“Alliance School” is a film about acceptance and sexuality in America. The story is told through
one of a handful of GLBT schools in the US now facing the very real possibility of closure. The
film tells the intimate stories of students, alongside the broader story of a school’s struggle to
survive.

“Alt-Orgs” – Sustaining the Human – Patricia Murphy (Ireland)
In a collapsing economy what can individuals and companies do for a more sustainable and
mutually beneficial future? “Alt-Orgs” provides a look at alternative organizations—from
Employee Ownership to community cooperatives—and asks if they hold the key to a more
sustainable future?

“Beyond the Wave” – Kyoko Miyake (Japan)
“Beyond the Wave” brings a personal perspective to the national crisis of the Fukushima nuclear
meltdown. Filmmaker Kyoko Miyake travels back to Fukushima to find out what happened to her
mother’s hometown and the people who made their livelihoods from the nuclear plant.

“I Ride 4 Kevin” – Lucy Walker (UK/US)
“I Ride 4 Kevin” tells the story of a sport and the risks that athletes face in reaching the pinnacle
of their profession. This is Kevin Pearce’s story, a celebrated snowboarder who sustained a brain
injury in a trick gone wrong and who now aims, against all the odds, to get back on the snow.

“I, Afrikaner” – Annalet Steenkamp (South Africa)
Set in rural South Africa, where land issues are contentious, this film looks at what a person’s
connection to land means. “I, Afrikaner” is Annalet Steenkamp’s journey into her family’s own
unbreakable connections to the land, following four generations, it documents their response to
change in an uncertain landscape.

“Logs of War” – Anjali Nayar (Canada)
Can sustainable logging kick-start Liberia’s post-war economy? Silas Siakor, a man who risked
everything to cut off warlord Charles Taylor from the timber trade—that fuelled his countries civil
war—is attempting to find out. “Logs of War” follows his endeavours.

“Ntsika: The Pillar” – Alette Schoon (South Africa)
“Ntsika: The Pillar” explores what it takes to bridge the divisions of race and class in South Africa
today. The film follows a white principle from a privileged school as she crosses the tracks and
takes on her first year at Ntsika Secondary, a township school in Grahamstown.

“Shadow Girl” – Maria Teresa Larrain (Chile)
How do you keep your voice as a visual artist when you’re losing your sight? “Shadow Girl”
follows director, Maria Teresa Larrain, as she slowly becomes blind. We witness her fight to keep
her dignity and voice and her search for a new way to see the world.

Untitled Ramin Bahrani gold project – Ramin Bahrani (USA)
The untitled Ramin Bahrani gold project explores a centuries-old obsession with gold and the way
an unstable economy has brought it to the forefront of the American consciousness yet again in a
new, modern-day gold rush.

“White Volta” – Timothy Edzeani Doh (Ghana)
“White Volta” is a story of child labor and poverty in Ghana and one mans campaign to change it.
The film follows former child slave Annan as he returns to his roots to bring a better future to
children trafficked for unpaid fishing work and shift local people’s opinions on child slavery.

For more information about the PUMA.Creative Catalyst Awards, please visit:
http://puma.britdoc.org/film_directories/2/view and http://puma.britdoc.org/catalyst
***

Through PUMA.Creative’s Creative African Network program, ten artists were commissioned to design a football jersey inspired from the country’s heritage, culture and traditions. The ten artists worked with their home nation to create unique and inspiring designs for the official football kits. PUMA.Creative’s central premise was a program that brings together the individual artists and organization, providing them with a platform for creative exchange and international exposure.

Country: Algeria

Artist: Zineb Sedira
Footballer: Rafik Halliche
Quote: “For this project I decided to use Islamic geometrical patterns often found in religious buildings and in houses in Algeria. The green is the colour of Algeria and Islam so it made sense to use it for the patterns. The patterns often used on ceramic tiles (on floors or walls) are converted onto fabric by using digital technology. The dynamism and movement of the players together with the static traditional motifs brings life to the design.”

Country: Burkina Faso
Artist: Saidou Dicko
Footballer: Jonathan Pitropia
Quote: Dicko was inspired by the two Stallions that feature in Burkina Faso’s Coat of Arms. The national football team is also nicknamed ‘The Stallions’ and Saido Dicko felt that design would be representative of both Burkina Faso and its national football team, to people all around the world.”

Country: Cameroon
Artist: Barthelemy Toguo
Footballer: Samuel Eto’o
Quote: “I began by producing three different drawings. The first used the head of a lion on the front of the shirt. This imposing animal is emblematic of Africa, simultaneously expressing forcefulness and serenity. It also suggests an ability to overcome any adversary which is relevant to the nature of a sporting challenge.”

Country: Gabon
Artist: Owanto
Footballer: Didier Ovono
Quote: “The image of the panther that I created for this project is a reflection of Gabon’s vast biodiversity and is a uniting symbol for the national football team, the Panthers. I love the camouflage of the panther and for a country such as Gabon, where the majority of the land is covered by rainforest, this seems particularly apt and relevant. The Gabonese identity is one of being ‘un peuple de la forêt’ (people of the forest).”

Country: Ghana
Artist: Godfried Donker
Footballer: Asamoah Gyan
Quote: “The title of the football kit for the Ghanaian national team is Raining Black Stars .The original concept being that the team will ‘Rain’ on their opponents whenever they play. I started working on the designs just before the FIFA World Cup™ began last year in South Africa. This was also before the Ghana national team captured the imagination of the world with their performance during the finals. With the concept and title I wanted to create a series of drawings which when transferred onto the kit would also inspire their performance.”

Country: Ivory Coast
Artist: Ernest Duku
Footballer: Yaya Toure
Quote: “My intention was to harness the values of both traditional clothes and the elephant. By using the force and power of the elephant and the dynamic visual effect of the textiles, which often consist of alternating bands of colour, a positive alliance between the two symbols is created.”

Country: Namibia
Artist: Hentie van der Merwe
Footballer: Bradley Wermann
Quote: “For the designs I did for the PUMA football kit I used the Namibian national flag together with the name of the Namibian soccer team – Brave Warriors – as points of departure. I had the idea of making designs that somehow alluded visually to something that one would gain during victory in a battle or a game, something like a medal or rosette.”

Country: Senegal
Artist: Samba Fall
Footballer: Khader Mangane
Quote: “Seeing the image of the Baobab tree on the new Senegalese football shirt is like seeing the good memories of all the people of Senegal accompanying their football team to international competitions.”

Country: South Africa
Artists: Hasan and Husein Essop
Footballer: Steven Pienaar
Quote: “Our design for the football kit was influenced by South Africa’s diversity of cultures and how we have grown as a Nation. We worked with the PUMA design team to help us create a symbol that would reflect South African spirit. After hosting the 2010 FIFA World Cup™, South Africans have united across the country to support their team. The kit represents the unity within our country and at the same time reflects our strong African identity.”

Country: Togo

Artist: El Loko
Footballer: Serge Akakpo
Quote: “PUMA’s African football kits project was a great initiative, and one which I was very happy to be involved in. PUMA’s intention to integrate artists from African countries within the project is a positive forward step that should be encouraged in the future. It promotes not only African football but also African cultures.”

For the first time, PUMA has revealed the 2012 technical football kits for PUMA’s ten partnered African National football teams. The kits were designed by ten Creative African Network (CAN) artists from the corresponding nations, using inspiration from the visual and cultural motifs of their country to develop the jerseys.The kit unveil at the Design Museum in London brought together high profile football players and CAN artists from each of the 10 PUMA partnered teams. This collaboration is accompanied by the month-long exhibition, ‘Interpretations of Africa: Football, Art and Design’ at the Design Museum in London, which is showcasing the artists’ design inspirations.

Through PUMA.Creative’s CAN program, artists were commissioned to design a football jersey inspired from the country’s heritage, culture and traditions. Ten artists worked with their home nation to create unique and inspiring designs for the official football kits. PUMA.Creative’s central premise was a program that brings together the individual artists and organization, providing them with a platform for creative exchange and international exposure.

Some of the notable football players attending included including Samuel Eto’o of Cameroon, John Mensah of Ghana and Yaya Touré of Ivory Coast. The exhibition will feature original artwork and sketches alongside development work and the resulting final football kits created by the artists involved, including Barthélémy Toguo of Cameroon, Zineb Zedira of Algeria and Godfried Donker of Ghana who have all become renowned in the art world for their emotive and captivating work. The other artists representing their nations are: Saïdou Dicko of Burkina Faso, Ernest Düku of Ivory Coast, Owanto of Gabon, Hentie van der Merwe of Namibia, Samba Fall of Senegal, Hasan and Husain Essop of South Africa and El Loko of Togo.

The PUMA partnered African national teams represented include Cameroon, Ghana, Ivory Coast, Algeria, Namibia, Senegal, Togo, Gabon, Burkina Faso and PUMA’s newest partner South Africa, which signed with the sportlifestyle brand in June 2011. The technical kits have been designed to maximize the player’s on-pitch performace while imbuing their persona with a cultural pride.

Other notable highlights of PUMA’s history with African footbal include the African Unity Kit for the FIFA World Cup 2010 and the Cameroon Unikit in 2004. Art has also featured prominently in PUMA projects: to celebrate the FIFA World Cup 2010, PUMA commissioned contemporary artist Kehinde Wiley for a series of portraits with African football players and to design African-inspired lifestyle products.

Franz Koch, the CEO of PUMA SE, had this to say about the project:
“PUMA has been at the forefront of integrating the two disparate worlds of sport and art, and today through a celebration of football, art, color and culture, we have shown to the world how these two spheres can be uniquely combined. PUMA has a long standing history with Africa, and this event demonstrates how as a brand we continue to be fully committed to our relationship with the continent.”

The Design Museum exhibit ‘Interpretations of Africa: Football, Art and Design’ explores the response of the 10 Creative African Network Artists to a demanding brief, focused on Africa’s unique visual identity and culture. The exhibition charts the artists’ journey, inspiration, and design process, demonstrating how Africa’s culture and history can be captured in both an artwork and a corresponding sportswear design.

Alex Newson, Exhibition Curator, Design Museum, London adds, “As a design challenge, creating a new national football kit is a complicated and demanding brief. The results of the collaboration between PUMA and the group of celebrated artists are remarkable and testament to the talent, pride and passion evident in both African art and football and this exhibition charts this unique journey.”

The exhibition is open for public viewing from November 8 – 27, 2011, 10.00am – 17.45pm.
For further information please visit: www.designmuseum.org

PUMA.Creative and the Channel 4 BRITDOC Foundation hosted the inaugural PUMA.Creative Impact Award on the night of October 11 in London.  Here “The End of the Line”  was awarded a €50,000 prize for its social impact, and “Burma VJ: Reporting from a Closed Country” received a special commendation and €25,000.  The award show was attended by many special guests who gave their support to documentary film and the unique award.

Below are pictures snapped from the red carpet.  A few featured faces are:

- Djimon Hounsou – Hollywood actor seen in Blood Diamondand Gladiator
- Kimora Lee Simmons Hounsou – Model and fashion mogul
- Sam Branson – Son of Sir Richard Branson
- Sam Roddick – Founder of Coco De Mer and daughter of Body Shop founder Anita Roddick
- Jess Search  - Cofounder of Shooting People and Chief Executive of BRITDOC
- Deyan Sudjic – Head of Design Museum, London
- The Staves – Music Group
- Jon Snow – Channel 4 news presenter, London
- Isaac Julien – Instillation artist and filmmaker
- Jamie Woon – Singer, songwriter, producer

PUMA.Creative is proud to continue its support of the award-winning documentary ‘Dragonslayer’ by Tristan Patterson as part of the 55th BFI London Film Festival (BFI LFL).

An intimate portrait of the life and times of Josh ‘Skreech’ Sandoval, a 23-year-old skate legend from the stagnant suburbs of Fullerton, California, ‘Dragonslayer’ takes the viewer through a golden SoCal haze of lost youth, broken homes and abandoned swimming pools with stray glimpses of unusual beauty. The film is set to a soundtrack of bands from indie-rock labels Mexican Summer and Kemado Records – including

Best Boast, Bipolar Bear, Children Dungen, Jacuzzi Boys, Little Girls and The Soft Pack, as well as Death, The Germs and Thee oh Sees. Patterson’s documentary has a distinct indie feel influenced by the youth portraits of Larry Clark and Gus Van Sant, making it a striking punk rock manifesto to youth, love and learning to survive after the decline of western civilization.

The UK Premiere of ‘Dragonslayer’ takes place on the 15th of October at BFI South Bank. To mark the launch, and in collaboration with Channel 4 BRITDOC Foundation, there will be an event celebrating the independent film genre and the characters and experiences that have contributed to the production. The project will be marked by a party at the renowned London skate park, complete with live skating and DJ sets before the BFI London Film Festival screening of the film.

“The success of Dragonslayer at SXSW and now its showing at BFI London Film Festival is an example of why independent cinema needs to be supported early on. PUMA.Creative will continue to
take risks and support documentary film before others
may come on board…We are proud to support
the ongoing success of Dragonslayer and will continue our
support of documentary films…”

Mark Coetzee, Program Director of PUMAVision and
Chief Curator of PUMA.Creative

PUMA.Creative and the Channel 4 BRITDOC Foundation have named “The End of the Line” as the winner of the inaugural PUMA.Creative Impact Award. This annual €50,000 award, a first of its kind in the industry, has been launched to identify and honor the documentary film that has made the most significant positive impact on society. “Burma VJ: Reporting from a Closed Country” was unexpectedly awarded a Special Commendation for its social impact, along with a €25,000 prize.

The five finalist films were judged by an elite jury that includes: Majesty Queen Noor of Jordan, Morgan Spurlock (Academy Award-nominated Director of “Super Size Me”), Orlando Bagwell (Director of the JustFilms initiative at the Ford Foundation), Emmanuel Jal (musician and activist), and Loretta Minghella (OBE).

LONDON, ENGLAND - OCTOBER 11: (L-R) Djimon Hounsou, Kimora Lee Simmons Hounsou, Rupert Murray, Claire Lewis, Jochen Zeitz, Her Majesty Queen Noor of Jordan, George Duffield, Christopher Hird and Charles Clover celebrate winning the PUMA.Creative Impact Award at the Mandarin Oriental on October 11, 2011 in London, England. 'The End of the Line won the innaugural award. (Photo by Ian Gavan/Getty Images for Puma) *** Local Caption *** Kimora Lee Simmons Hounsou; Djimon Hounsou; Jochen Zeitz, Her Majesty Queen Noor of Jordan; Rupert Murray; George Duffield, Christopher Hird; Charles Clover

The winning documentary, “The End of the Line” was the first major feature documentary film revealing the impact of overfishing on the world’s oceans and has been widely acclaimed as a wake-up call. Filmed over two years, following investigative reporter Charles Clover, “The End of the Line” provides a firsthand analysis of the effects of our global love affair with fish as food.

Rupert Murray, Director of “The End of the Line” comments, “Documentary filmmakers are unique in that we want to change the world; we want to make things better, which is why it is fantastic to win the PUMA.Creative Impact Award. This is an award that truly understands and recognizes our investment.”

Commenting on the PUMA.Creative Impact Award winner, Jochen Zeitz, CEO Sport & Lifestyle Group and CSO of PPR and Chairman of the Board of PUMA, said, “I would like to congratulate “The End of the Line” on becoming the first winner of the PUMA.Creative Impact Award. At PUMA, we believe that corporations have a responsibility and opportunity to contribute to a better world for generations to come. Positive change only happens if people do something. Documentary film is such an influential medium because it allows the public to emotionally connect with the subject matter. We hope that with the PUMA.Creative Impact award we can help to inspire positive change in the world.”

LONDON, ENGLAND - OCTOBER 11: Anders Ostergaard; Mr Joshua, Jochen Zeitz, Her Majesty Queen Noor of Jordan, Lise Lense-Moller, Djimon Hounsou and Aung Thwin celebrate after being awarded the Special Jury Cammendation for 'Burma VJ' during the PUMA.Creative Impact Award at the Mandarin Oriental on October 11, 2011 in London, England. (Photo by Ian Gavan/Getty Images for Puma) *** Local Caption *** Anders Ostergaard; Mr Joshua; Jochen Zeitz; Her Majesty Queen Noor of Jordan; Lise Lense-Moller; Djimon Hounsou; Aung Thwin

“Burma VJ: Reporting from a Closed Country” was honored with a Special Commendation by the jury for its unique approach to documenting and broadcasting the Burma monks uprising against the military regime in September 2007 at a time when all foreign media were banned from the country. The bravery of the filmmakers has inspired a new generation of VJs (Video Journalist) and independent journalists within Burma.

The PUMA.Creative Impact Award is one of six awards and programmes made possible through a partnership between PUMA.Creative and Channel 4 BRITDOC Foundation.

For more information regarding: The PUMA.Creative Impact Award, visit: www.britdoc.org/impactaward.
For press materials/images, visit: http://puma.digitalnewsagency.com.

An in-depth programme about the finalist films and the PUMA.Creative Impact Award will be broadcasted on Current TV on Saturday 22nd October: UK (9pm GMT and US 6pm EST).

Shown here is the the 2011 PUMA.Creative Impact Award itself

The 2011 PUMA.Creative Impact Award Gala will be held on October 11th in London at the Mandarin Oriental, England. This award celebrates documentary film’s crucial and profound role in creating awareness of key environmental and social issues in society. This €50,000 award will honor the film that has had the most significant positive impact. The final five films are: The Age of Stupid, Burma VJ, The End of the Line, Trouble the Water, and The Reckoning: The Battle for the International Criminal Court

A group of elite judges, from the worlds of film, the arts, academia, social change and journalism, convened and determined the winning film. They are Morgan Spurlock, director of Super Size Me, Her Majesty Queen Noor of Jordan, director of the Ford Foundation’s JustFilms Orlando Bagwell, activist and musican Emmanuel Jay, and Christian Aid CEO Loretta Minghella. Their decision will be revealed on the evening of October 11th. In the meantime, here is what the judges had to say about documentary film, and the incredible finalists they deliberated over:

Morgan Spurlock, Academy Award-nominated director of Super Size Me:

“I think that just the whole creation of the PUMA.Creative Impact Award and recognizing that films actually do make a difference, is important. There are so many films over the years that have had such a positive impact, and to recognize that movies can create change; that they can create awareness; that they can create a movement behind an idea, I think is important.”

“These (five finalist films) are films that have gone out around the world that have created millions of eyeballs of awareness in countries that never would have seen these films, or gotten people engaged in dialogue. (The documentaries) got them to support the change, to become a part of a movement; and now more than ever we need movies like this.”

“There’s something inspiring about these films, because they empower something in you as a viewer. You walk out of these movies and you want to go do something. You don’t just want to be a passer-by anymore; you don’t want to be apathetic; it really does force you to get involved.”

Her Majesty Queen Noor of Jordan:

“I think that where the issues are concerned of critical importance to the welfare of individuals and communities and our larger world, there is probably no more under-utilised and more valuable tool than the documentary film. People respond to images and to stories in ways that no amount of lectures and dry information can possibly equal in terms of the impact.”

“I think it’s excellent that the PUMA.Creative Impact Award is focusing not only on the craft skills of the filmmakers, but also the impact on society and the quality of the film, because that will be taking the consideration of the documentary films perhaps to another level.”

Orlando Bagwell, director of the Ford Foundation’s JustFilms Initiative:

“This award is really about how do you take advantage of that moment and create impact. And I think if you’re going to spend that much time making a story and working on a film for the amount of time and effort it takes to do a good job, you want to make sure that it’s going, in some way, have an impact on people’s lives, and to have the ability to possibly change people’s lives and the conditions of their lives.”

Emmanuel Jal, musician and activist:

“A lot of these films have changed me personally when I look at them, and if you look at how the film industry has played in creating awareness about genocide, about things happening and stopping governments from violating human rights, so you can see films have been used to create awareness, and focus a light in a specific issue and help it stop.”

“We as human beings have been raised by stories being told. A long time ago the stories of wars or the stories of destruction are painted through pictures of what happened. Nowadays we are lucky, we can actually capture the events in a film and show them to people.

Loretta Minghella, CEO of Christian Aid:

“Each one of these films collides with our understanding of the subject. It shakes us out of the picture that we had. It takes us somewhere else. It makes us want to make a change. Each one of these films makes us want to make a change in our lives. And I think documentary at its best, it changes minds and it opens hearts. And that’s what I think is the power of a great film.”

The PUMA.Creative Impact Award will be presented at the first annual PUMA.Creative Impact Award Gala in London, England on October 11th. The €50,000 award honours the documentary film that has made the most significant global impact. The films cover environmental issues, social justice or global conflict. View trailers of the five finalist films below:

The Age of Stupid

Director: Franny Armstrong, Producer: Lizzie Gillett

“The Age of Stupid” stars Oscar-nominated Pete Postlethwaite as a man living alone in the devastated world of 2055, watching “archive” footage of our time now and asking… Why didn’t we stop climate change when we had the chance?

Impact Highlights:

- Launched the 10:10 Global campaign in 46 countries, with over 100,000 individuals signing up alongside corporations and government departments, pledging to cut 10% of emissions

- Launched the “Global Day of Doing” (10:10:10) coordinating over 7,000 local carbon cutting events in 188 countries

- Raised almost £1m to sustain the 10:10 campaign

Burma VJ

Director: Anders Østergaard, Producer: Lise Lense-Møller

Armed with small handycams, undercover video journalists in Burma keep up the flow of news from their closed country despite risking torture and life in jail. Their material is smuggled out of Burma and broadcast back via satellite.

Impact Highlights:

- With an estimated 30 million viewers, Burma VJ put the issue of Burma firmly on the international agenda

- The ensuing political pressure helped bring about the release of Aung San Suu Kyi

- Inspired a new generation of VJs and independent journalists within Burma

The End of the Line

Director: Rupert Murray, Producers: Claire Lewis & George Duffield

“The End of the Line,” is the world’s first major feature documentary about the devastating impact that overfishing has had – and is having – on our oceans. The film provides a dramatic expose of those in power who are taking advantage of the seas with catastrophic consequences on the world’s fish supply.

Impact Highlights:

- Raised £6m to launch the Blue Marine Foundation, dedicated to creating a global network of marine reserves

- Had significant impact on supermarket and consumer brands – from sandwich chain Pret A Manger to cat food brands Sheba and Whiskas all moving to use sustainably-sourced fish

- Used as a strategic lobbying tool in both the UK and European parliaments to engage politicians in the issue of over-fishing

The Reckoning: The Battle for the International Criminal Court

Director: Pamela Yates, Producer: Paco de Onís

The PUMA.Creative Impact Award, through a collaboration with PUMA.Creative and Channel 4 BRITDOC Foundation, was developed to provide industry recognition to documentary filmmakers who address social or environmental issues in their work. The annual PUMA.Creative Impact Award, will honor the documentary film that has generated the most outstanding and significant impact since its release. With an impressive cast of judges on board – including Queen Noor of Jordan and Morgan Spurlock (director of “Super Size Me”) – the winning documentary will be announced at the PUMA.Creative and Channel 4 BRITDOC Foundation Gala in London, England on October 11, 2011. Fifty thousand Euros will be awarded to the creative minds behind the selected film.

The five 2011 PUMA.Creative Impact Award finalists are as follow:

The Age of Stupid

Director: Franny Armstrong, Producer: Lizzie Gillett

Burma VJ

Director: Anders Østergaard, Producer: Lise Lense-Møller

The End of the Line

Director: Rupert Murray, Producers: Claire Lewis & George Duffield

Trouble the Water

Director-Producers: Tia Lessin & Carl Deal

The Reckoning:  The Battle for the International Criminal Court

Director: Pamela Yates, Producer: Paco de Onís

Check back for more details on each film, including descriptions, trailers and impact highlights.

Yesterday a group of elite judges – from the worlds of film, the arts, academia, social change and journalism – convened in London to review the five finalist films for the first annual PUMA.Creative Impact Award. This unique award is one of six awards and programs made possible through a partnership with Channel 4 BRITDOC Foundation. The €50,000 PUMA.Creative Impact Award is designed to honour and support documentary films – of environmental, social or global issues – that have made the most significant impact on society.

The rotating panel of illustrious judges include: Her Majesty Queen Noor of Jordan, Morgan Spurlock (Academy Award-nominated Director of “Super Size Me”), Orlando Bagwell (Director of the JustFilms initiative at the Ford Foundation), Emmanuel Jal (musician/activist) and Loretta Minghella of Christian Aid. They utilized judging criteria based on increased awareness of an issue, the impact on the community, and changes in attitudes and behaviours, to choose among the five finalists:

· The Age of Stupid (2009), Director: Franny Armstrong, Producer: Lizzie Gillett

· Burma VJ (2008), Director: Anders Østergaard, Producer: LiseLense-Møller

· The End of The Line (2009), Director: Rupert Murray, Producer: Claire Lewis and George Duffield

· The Reckoning: The Battle for the International Criminal Court (2009), Director: Pamela Yates, Producer: Paco de Onís

· Trouble The Water (2008), Director and Producer: Tia Lessin and Carl Deal

After hours of deliberations, a winning documentary was selected, the title of which will be kept under lock and key until the PUMA.Creative and Channel 4 BRITDOC Foundation Gala in London on October 11, 2011. Stay tuned!

To date, PUMA, through its PUMA.Creative initiative, and unique long-term partnership with Channel 4 BRITDOC Foundation, has created the PUMA.Creative Documentary Awards, a series of awards that will provide financial support, creative counsel and industry recognition to documentary filmmakers whose work address creative, social justice, peace or environmental issues globally. In fact, since October 2010, PUMA.Creative Documentary Film Awards have received applications from 1,500 filmmakers from 80 countries. Thirty PUMA.Creative Catalyst Awards have been awarded to 18 countries and 19 PUMA.Creative Mobility Grants have been made to 10 countries. For more information visit http://britdoc.org/