LG Electronics thinks that life is pretty darn good. So good, in fact, that people should be celebrating it in high-def. To spread the word, they enlisted the help of some Hollywood star power, recruiting actor/musician Jamie Foxx to help unveil the inaugural LG Life’s Good FilmFest at a launch event in Toronto last month.

The program, partly inspired by the brand’s new series of HDTVs, is homegrown, born and bred by a team at LG Canada. It calls on aspiring filmmakers from all over the world, of all skill sets and abilities, to submit high-definition films up to five minutes in length, expressing uplifting messages falling in line with LG’s ‘Life’s Good’ platform.

‘We realized that it’s more meaningful to do a platform whereby our customers can actually create their own content,’ says Tim Barnes, marketing director, LG Electronics Canada. ‘It’s more relevant, and to be honest, with the ‘Life’s Good’ platform, it makes a lot more sense because it’s actually defined by our customer as opposed to being defined by us.’

The festival – which is promoting a call for entries via partnerships with Google, YouTube, Film.com, and through a dedicated microsite, LGfilmfest.com – has four categories: animation, sports, narrative and fashion and music. Three category winners will win $10,000 each, and the fourth, chosen as the festival’s overall winner, will receive $100,000.

Winners will be determined by a panel of celebrity judges, and announced at an event in January.