It's a contest entry for the Reconciliation Day campaign promoted by the Archdiocese of New York, the Diocese of Brooklyn and the Diocese of Rockville Center. From the i-confess website:
The All Day confessions campaign, which was originally conceived in 2009, was envisioned as a marketing tool to encourage Catholics to attend Confession, especially if it’s been awhile since their last Confession. “Reaching people in today’s media age can sometimes be very difficult, especially with all that is out there. The hope is that young people will see these videos and be encouraged to come back to the church and that faithful Catholics will feel empowered by the Church’s effort to follow Pope John Paul II edict to evangelize,” said Gary Arkin, Marketing Director of NET [a Catholic-based cable TV station in Brooklyn, New York].
I'd love to see our diocese launch something like this.