PUMA.Creative Impact Award, Launched at Sundance Film Festival 2011

Queen Noor of Jordan and Documentary Director Morgan Spurlock Join First Jury

SUNDANCE FILM FESTIVAL, PARK CITY, Utah, January 21, 2011 - Today PUMA.Creative and Channel 4 BRITDOC Foundation announced the launch
of the PUMA.Creative Impact Award, a major new annual award to honour the
documentary film creating the most significant impact in the world, this
50,000 Euro award acknowledges the film's makers and will help the
continuation of the film's campaign work.

The PUMA.Creative Impact Award will be selected by a jury which includes
Her Majesty Queen Noor of Jordan; Morgan Spurlock, Academy Award nominated
Director of Super Size Me; Orlando Bagwell, Director of the Ford Foundation
Social Justice Media Initiative; and Emmanuel Jal, musician and activist.

"With a financial reward that encourages best practice in the filmmaking
community, the aim of the PUMA.Creative Impact Award is to draw attention to
the finest creative, social justice, peace and environmental filmmaking in
the world," said Jess Search, CEO, Channel 4 BRITDOC Foundation."

"As individuals and as organisations, we are faced with some serious
challenges today such as ongoing conflict, climate change, loss of
biodiversity. None of these issues will solve themselves without
intervention," says Jochen Zeitz, Chairman and CEO of PUMA. "We, at PUMA,
have chosen to intervene through film because it is the most powerful medium
to reach mass audiences and influence opinion formers and will contribute to
leaving a better world for generations to come."

Impact Award

The call for the PUMA.Creative Impact Award opens on January 21 during
the Sundance Film Festival. Each filmmaking team must submit data
demonstrating evidence of the film's social impact. Films can be put
forwardany time up to three years after release. Submissions close on April
1, 2011. Five final nominated films will then be put forward to the Jury for
consideration. The PUMA.Creative Impact Award will be given in London in
October at the annual PUMA.Creative and Channel 4 BRITDOC Foundation Gala and
Awards Ceremony.

For more information please visit www.britdoc.org/impactaward

Media Contacts, Press contact at Channel 4 BRITDOC Foundation,
Elise McCave, elise at britdoc.org, +44-207-534-9621;
Press contact at PUMA.Creative, Jonathan Halliwell jonathan.halliwell at edelman.com,
+44-(0)-203-047-2043