Branded Content, aka Advertainment. What’s Your Policy?

“Transit,” a short film by Steph Green
The Responsibility Project from Liberty Mutual is a microsite that builds on the brand’s “Resonsibility. What’s Your Policy?” ad campaign.
Here’s how the brand describes it:

It all began when we ran a TV commercial about people doing things for strangers. The response was truly overwhelming. Thousands of emails and letters from people all over the country thanking us.
We thought, if one TV spot from Liberty Mutual can get people thinking and talking about responsibility, imagine what could happen if we went a step further? So we created a series of short films, and this website, as an exploration of what it means to do the right thing.

[via 3 Minute Ad Age]
[UPDATE] Just noticed that Ernie Schenck of Hill Holliday has a producer credit on this short.

About David Burn

Native Nebraskan in the Pacific Northwest. Chief Storyteller at Bonehook, a guide service and bait shop for brands. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Doer of the things written about herein.

  • HighJive

    These clowns are responsible for this

  • David Burn

    Unfortunate, but a bunch of people were asking tough questions at the time of Tilley’s death. And I’m not sure it’s a bad thing for a corporate blog to push the limits. If a lawyer had been looking over the corporate blogger’s shoulder on this, it might not have been posted. Would that have been best for the brand? Hard to say.

  • Joker

    There goes HJ again, always p.o.’d. Why so serious?

  • HighJive

    what makes you think i’m serious?