August 27, 2008
Acme Filmworks Provides Thought-Provoking Animated Films to Liberty Mutual’s Responsibility Project
Liberty Mutual today announced a collaboration with Acme Filmworks on the Boston-based insurance company's branded-entertainment initiative, The Responsibility Project. Through this arrangement, Acme Filmworks is delivering animated film shorts that bring to life the theme of personal responsibility and the decisions that confront people trying to "do the right thing." These films are showcased on The Responsibility Project's online community, www.ResponsibilityProject.com, which is an interactive Web site that delivers unique content tied to the central theme of personal responsibility. The first original film from Acme Filmworks, "Hot Seat," will go live on the site on Aug. 22, 2008.
"As we continue to add more content to The Responsibility Project Web site, we are excited to work with Acme Filmworks, a leader in creative animated films," said Steve Sullivan, Liberty Mutual Group, senior vice president, Communications. "'Hot Seat' adds a new dimension to the creative content on the site and continues to elevate the film experience for the audience."About "Hot Seat"
"Hot Seat" is a tale of life in the office told comically through an animated world of rabbits and their carrots. This independently produced film short deals with the day-to-day perplexities that many people face at work, the value of taking responsibility and finding solutions for the little things that affect others to create a better working environment.
"Acme Filmworks is honored to be a part of The Responsibility Project," said Acme Filmworks President Ron Diamond. "The talented directors and writers at Acme are excited to bring to life the concept of personal responsibility. Animated films have a unique connection to the audience and will be extremely effective in creating that dialogue."
In addition to "Hot Seat," Acme Filmworks also was responsible for securing the rights for The Responsibility Project to showcase the award-winning film "Dinner for Two." This was the first animated film featured on the Project's Web site.
"Dinner for Two" was originally produced by the National Film Board of Canada. The film takes place in a jungle and demonstrates how conflict can sometimes lead to dire consequences - relationships are broken, innocent bystanders sometimes get hurt, not to mention the possibility that conflict can lead to violence.
Janet Perlman wrote and directed both, "Dinner for Two" and "Hot Seat." Her short films have received international acclaim, including an Oscar(R) nomination, an Emmy(R) and many festival grand prizes.
The concept for The Responsibility Project is an organic evolution of the Liberty Mutual ad campaign featuring the tagline, "Responsibility. What's your policy?" These ads showcase personal acts of responsibility and daily examples of ordinary people making the decision to do considerate things for strangers. The ads, launched in 2006, promote Liberty Mutual's approach to business and customers.
For more information about The Responsibility Project, visit www.ResponsibilityProject.com.
About Acme Filmworks
Founded in 1990 by executive producer, Ron Diamond, Acme Filmworks is an Academy Award(R)-nominated animation studio based in Hollywood, Calif. Acme Filmworks has produced some of the most artistic and technically-sophisticated animated commercials created in the world today, working with more than 40 award-winning directors worldwide. Recently, the company has moved into the area of longer-form productions, notably as producer of Chris Hinton's Oscar(R)-nominated film, "Nibbles." The studio also made its foray into series television as producer of the animated improvisational comedy, "Drew Carey's Green Screen Show," which aired on the WB Network and Comedy Central. Currently, Acme is developing an animated feature based on the award-winning short, "Overtime," and is in development with Richard Perlmutter, creator of "Beethoven's Wig." For more information, visit www.acmefilmworks.com.
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 2007 direct written premium. The Company also ranks 94th on the Fortune 500 list of largest corporations in the U.S. based on 2007 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.