Microsoft Advertising is launching a global digital advertising contest that will also highlight the company’s diverse consumer channels.

The company is inviting marketers from 30 countries to submit a hypothetical digital media plan and creative for a brand or non profit organization of their choice. The brand’s story must be told using Microsoft Advertising technology such as MSN, Mobile, Windows Live, Xbox, and Messenger. The winners get a trip to the Cannes Lions Festival of Creativity 2012.

The contest includes three competitions in Japan, India and a combined Hong Kong and Southeast Asia. Then there is a global final. Judges include Jason Kuperman, vice president, Omnicom Digital, Asia-Pacific, the Middle East and Africa; Gareth Mulryan, head of digital, Asia-Pacific, ZenithOptimedia; Calvin Soh, former vice chairman and chief creative officer, Publicis Asia; and KK Tsang, chief executive officer of GroupM Hong Kong.

A Unified Platform

This campaign appears to be part of Microsoft’s own branding initiative to illustrate how its various consumer products and channel are a part of a greater platform.  Last year it launched a global ad campaign to highlight how its various products interrelate. It was the first time Microsoft advertised multiple products alongside each other.