• by Nina Lentini  @Nina_Lentini, April 7, 2008

Procter & Gamble is calling all smiles in a national, amateur photography competition that dangles a trip to New York City and $1,000.

To support its Crest Whitestrips Daily Whitening + Tartar Protection product, P&G is inviting consumers to enter photographs of "smile moments" at MyLifeInSmiles.com through April 30. Photos can be entered into five categories--Self Portrait: When I Smile; Special Occasions: Evoking the Emotion of a Smile; Abstract: Creative Angles of a Smile; Say Cheese! Everyday Smiles, and Just Smiles: Many Smiles.

"We wanted to create an interactive way for consumers to show how special a smile is," said David Dintenfass, associate marketing director, North American Oral Care, Procter & Gamble, in a release. "Because of their credibility and expertise, we are excited to partner with Gen Art."

The winning images will be featured at a Smile exhibition held in June at Openhouse Gallery in New York City, where Crest Whitestrips and Gen Art, dedicated to showcasing emerging fashion designers, filmmakers, musicians and visual artists, will host a press conference and cocktail reception. While the P&G brand has held photo competitions in the past, a spokesperson says this is the first time the winning photos will be displayed in a gallery.

The grand-prize winner will get an all-expenses-paid trip for two to attend the opening plus $1,000. Semifinalists will receive a kit of the new product.

A panel of judges will winnow the entries to 25 semifinalists, leaving consumers to vote at MyLifeInSmiles.com on the winner. The panel includes fashion photographer Nigel Barker; Stephanie Kim, photo director for Woman's Day; Phillip Block, deputy director for programs and director of education for the International Center of Photography; Carrie Schupper, director of art programming for Gen Art, and P&G's Dintenfass.

Although P&G spent $71.2 million on advertising for Crest Whitestrips in 2006 and 7% more in 2007, according to Nielsen Monitor-Plus, support for this effort is solely public relations.