RSA Films Brings “Responsibility” Stories to Life for Liberty Mutual |
|
|
|
Written by U.S. Insurance News
|
|
Monday, 28 April 2008 |
Liberty Mutual is going Hollywood.
The insurer recently announced that it is collaborating with RSA Films on its new initiative, The Responsibility Project. Through this collaboration, the directors and production team of RSA—which was founded in 1968 by famed directors Ridley Scott and Tony Scott—developed several short films that are creative interpretations of types of decisions that confront people who are trying to “do the right thing”—a derivative of Liberty Mutual’s “Responsibility. What’s Your Policy?” TV ad campaign.
Four of the five films RSA will create as part of this partnership are already available for viewing on The Responsibility Project’s Web site.
“We are thrilled to have RSA as one of our partners on The Responsibility Project,” said Steve Sullivan, senior vice president of communications for Liberty Mutual Group. “Under the direction of Ridley Scott and Tony Scott, the RSA talent roster elevates the quality of film content to a very high level.”
Visitors to The Responsibility Project Web site can view the films and leave comments about what they’ve seen. Four RSA shorts have debuted on the site: Table Guardian, Transit, Mandy and Lester, and Father’s Day.
In Transit, a passenger on public transportation must decide what to do next after witnessing a crime and facing the perpetrator. Table Guardian takes place in an urban coffee shop. Mandy and Lester follows personal items that are “lost and found” in the neighborhood of two elementary school-aged children. And Father’s Day focuses on the relationship between fathers and daughters over two generations.
“The Responsibility Project is a unique platform to showcase short films that encourage people to think, and consequently weigh in on their own sense of what is right and wrong,” said Jules Daly, president of RSA Films. “RSA is honored to be a part of the initiative by bringing our talented directors to the table and creating top quality films that explore a number of issues people can relate to in their daily lives.”
In addition to the RSA-produced films, other independently produced short films, each accompanied by a discussion guide, will be featured on the site every few weeks.
Liberty Mutual also announced a partnership with NBC Universal that will produce television programming as part of The Responsibility Project: two, two-hour movies will air during the 2008-2009 season. Both films will debut on NBC and re-air on the USA Network. |
