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YouTube has launched Play, a collaboration with New York's Guggenheim Museum to showcase and salute the most creative videos from around the world.

Any creative types out there who fancy their chances have until 31st July to submit work - the top 200 pieces will then be picked over by a panel of judges with the top 20 to 25 pieces being shown in the Guggenheim in October.

Nancy Spector, chief curator and deputy director at the musuem explains: 'At the Guggenheim we are always interested in how to reach the broadest possible audience. It's a museum of modern and contemporary art, but I like to think it's always been a museum of the new.'

Ed Sanders, senior marketing manager at Google Creative Labs, New York, the driving force behind the project commented: 'From the moment we first met with the Guggenheim, their vision for the future of access, appetite for global distribution, and radical inclusiveness mapped perfectly onto ours.'

The initative is supported by HP and Intel, as well as being backed by various bastions of creative excellence around the world, including D&AD, London's Royal College of Art, Tokyo's Moving Image of Contemporary Art and Le Cube and L'Ecole Nationale Supérieure d'Arts in Paris.