Crest Searches for Bright Smiles in Photo Contest

Crest Whitening Strips is on the hunt for smiling faces from amateur photographers.

Procter & Gamble is teaming up with arts and entertainment organization Gen Art to search for America’s brightest smiles as part of a national amateur photo contest for its Crest Whitestrips brand.

People can submit their works of art depicting, “My Life in Smiles” moments and a short caption explaining their entry to http://www.MyLifeInSmiles.com through April 30. Photos can be entered in one of five categories: a Self Portrait: When I Smile, Special Occasions: Evoking the Emotion of a Smile, Abstract: Creative Angles of a Smile, Say Cheese, or everyday smiles and Just Smiles: Many Smiles.

P&G is using the contest, in part, to help promote Crest Whitestrips Daily Whitening + Tartar Protection, a new Crest product. Some 35 people so far entered the promotion, which launched Friday.

“We wanted to create an interactive way for consumers to show how special a smile is by sharing their life in smiles with America,” David Dintenfass, associate marketing director, North American Oral Care, Procter & Gamble, said in a statement.

A panel of judges, including fashion photographer, Nigel Barker and Stephanie Kim, photo director for Woman’s Day, will choose 25 semi-finalists from the five categories. From May 1 to 15, visitors to the microsite can vote for their favorite.

The winning images will be featured at a Smile exhibition in June at Openhouse Gallery in New York City where Crest Whitestrips and Gen Art will host a press conference and cocktail reception. One grand-prize winner will receive a trip for two to attend the opening and $1,000 cash. The 24 semi-finalists will each receive a kit of the new Crest Whitestrips Daily Whitening + Tartar Protection.

DeVries Public Relations handles PR for the contest and Gen Art, a promotional partner, is in charge of the photo gallery.