PUMA.Creative Announces "The End of the Line" as Winner of Inaugural PUMA.Creative Impact Award for Documentary Film

     (Photo: http://www.newscom.com/cgi-bin/prnh/20111011/486848 )

Commenting on the PUMA.Creative Impact Award winner, , CEO Sport & Lifestyle Group and CSO of PPR and Chairman of the Board of PUMA, said, "I would like to congratulate " " 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. 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."

The shortlist of five finalists, derived from 70 submitted documentaries also includes " ", "   and " and were judged by an elite jury: Her Majesty Queen Noor of Jordan , Morgan Spurlock , Orlando Bagwell , Emmanuel Jal , and Loretta Minghella OBE.

The winning documentary, " ", 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 ,  " " provides a firsthand analysis of the effects of our global love affair with fish as food.

Rupert Murray , Director of 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 recognises our investment."

" " 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 .

Looking beyond the production budget, artistic content and directorial talents, each film was uniquely assessed for its social impact, including how the film had:

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 ).

For more information regarding:

The PUMA.Creative Impact Award, visit: http://www.britdoc.org/impactaward.

For press materials/images, visit: http://puma.digitalnewsagency.com.