Liberty Mutual today announced a collaboration with RSA Films on its new branded-entertainment initiative, “The Responsibility Project.” Through this endeavor, RSA’s directors and production team developed several short films that are creative interpretations focused on the decisions that confront people trying to “do the right thing.” These films will be showcased on The Responsibility Project’s online community, www.ResponsibilityProject.com, which is a user-friendly Web site that delivers unique content tied to the central theme of personal responsibility.
“We are thrilled to have RSA as one of our partners on The Responsibility Project,” said Steve Sullivan, Liberty Mutual Group, Senior Vice President, Communications. “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 will be treated to work created by award-winning directors and will have the opportunity to comment on and engage in dialogue with people from across the country about the films they view and the emotions they inspire.”
About the Short Films
Four RSA shorts have debuted on the site already, including, “Table Guardian,” “Transit,” “Mandy and Lester” and “Father’s Day.” In addition to the films from RSA, other independently produced film shorts, each accompanied by a discussion guide, will be featured on the site every few weeks. RSA is expected to deliver a total of five short films for The Responsibility Project.
“Table Guardian” and “Transit” focus on the actions and personal decisions the characters in each film must make in various situations. In “Transit,” a passenger on public transportation must decide his next step after witnessing a crime and facing the perpetrator. Steph Green (Little Minx/RSA), director of “Transit,” has been featured at the Cannes Lions Young Director’s showcase and Young Guns Advertising Awards. “Table Guardian” takes place in an urban coffee shop. Director Adam Goldstein has been with RSA for two years and has won numerous showcase and directing awards for his work.
“Mandy and Lester” follows personal items that are “lost and found” in the neighborhood of two elementary school-aged children. This film short was directed by Lena Beug, a Gold, Silver and Bronze Pencil One Show awards recipient. Her most recent project, “Merry XXLMAS” was voted funniest video of the year by Rolling Stone magazine after growing a following on YouTube.
“Father’s Day,” directed by Laurence Dunmore (who also acted as executive producer around RSA’s entire involvement), brings to life the relationship between fathers and daughters over two generations. Dunmore is a well-established commercial and music video director who was nominated for a British Independent Film Award for his directing work on the 2005 feature film “The Libertine,” starring Johnny Depp and John Malkovich.
The concept for The Responsibility Project is rooted in Liberty Mutual’s 2006 television commercials created by its agency of record, Hill Holliday, which feature the tagline, “Responsibility. What’s Your Policy?” The ads were directed by Dunmore and featured individuals acting responsibly in small ways, promoting Liberty Mutual’s approach to business and customers.
“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 RSA Films President Jules Daly. “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 independently produced film shorts available on its Web site, Liberty Mutual recently announced a partnership with NBC Universal that will soon deliver television programming as part of The Responsibility Project. Through this partnership, two, two-hour movies will air during the 2008-2009 season. Both films will debut on NBC, re-air on the USA Network, and will be cross-promoted on NBC’s numerous channels as well as The Responsibility Project Web site.
For more information about The Responsibility Project, visit www.ResponsibilityProject.com.
About RSA Films
RSA Films (www.rsafilms.com) was founded in 1968, by Sir Ridley Scott (“Bladerunner,” “American Gangster,” “Gladiator”) and Tony Scott (“Top Gun,” “True Romance,” “Deja Vu”) and is now one of the leading film, television advertising commercials and music video production companies in the world. Headed by President Jules Daly, RSA has an established reputation for creating innovating and groundbreaking commercials for some of the world’s most recognized corporate brands. Headquartered in Los Angeles, with offices in New York and London, RSA has a roster of over thirty directors. Among the prestigious awards RSA has garnered is an Emmy Award for Best Commercial for “Nike Move” and the announcement in TV Guide that Ridley Scott’s “1984” Apple Computer spot was voted The Best Commercial of All-Time. RSA has collected numerous GOLDEN LIONS, EMMYS, BAFTA, AICP, Cleo, MTV and MVPA awards since its inception.
About The Responsibility Project
The Responsibility Project, created by Liberty Mutual, is an organic evolution of the company’s ad campaign that showcased personal acts of responsibility and daily examples of ordinary people making the decision to do considerate things for strangers. These ads featured the tagline, “Responsibility. What’s your policy?” Through The Responsibility Project, Liberty Mutual is using entertaining content, including independently produced short films, online content and a partnership with NBC Universal to deliver television programming, as catalysts for examining the decisions that confront people trying to “do the right thing.” Individuals can participate in online conversation about personal responsibility and watch and discuss live-action and animated short films at The Responsibility Project Web site and online community at www.ResponsibilityProject.com.
About Liberty Mutual Group
Boston-based Liberty Mutual Group is a diversified global insurer and sixth largest property and casualty insurer in the U.S. based on 2006 direct written premium. The Company also ranks 95th on the Fortune 500 list of largest corporations in the U.S. based on 2006 revenue. As of December 31, 2007, Liberty Mutual Group had $94.7 billion in consolidated assets, $82.3 billion in consolidated liabilities, and $25.9 billion in annual consolidated revenue.
Liberty Mutual Group offers a wide range of insurance products and services, including personal automobile, homeowners, workers compensation, commercial multiple peril, commercial automobile, general liability, global specialty, group disability, assumed reinsurance, fire and surety.
Liberty Mutual Group (www.libertymutualgroup.com) employs over 41,000 people in more than 900 offices throughout the world.
