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Entrants are required to submit a proposal for a 90-second ad under Pepsi's ethical banner .

The eventual winner will work with the Pepsi UK marketing team to produce a Pepsi Max digital advertising film that will be rolled out in early 2010.

The film will be given a minimum production budget of $20,000, and a commission of $10,000. The competition is being run in conjunction with online creative community and the London Film Festival.

The winner will also see their ad played on the big screen before the gala premiere of British actor Clive Owen's new film, Boys are Back, at the London Film Festival.

Anyone wishing to enter can from the MOFILM website. Inside the brief, Tom Moradpour , the Pepsi global marketing director, advises entrants to steer clear of devising a creative execution about a specific Pepsi product.

He said: "Your challenge is to make an ad for someone else, a young leader of positive change - whatever that change is... big or small, local or global, in any possible field. You can be the one with the "change idea" yourself, but you don't have to be; if you are reading this, it is because you want to be a brilliant storyteller."