R/GA has just created a website for Verizon to showcase the three winning short films on the transformative power of broadband created for the ProMotion Pictures’ Film Competition. Verizon’s sponsorship of the films is part of its 2005 branding campaign, “Richer. Deeper. Broader,” which launched in June. Three winning student-teams were awarded $40,000 each by Verizon to convert their broadband-inspired ideas into short films over the summer. The competition unites future business leaders and creative professionals — Stern MBA candidates and Kanbar MFA filmmakers — to collaborate and develop branded entertainment films. Jerri DeVard, Verizon senior vice president for marketing and brand management explains:“We saw this competition as a chance to go beyond traditional advertising to communicate the power of Verizon broadband,” said . “These students have delivered compelling, unique films that capture the essence of how broadband enriches lives. The films blend entertainment and advertising to create original stories about broadband. It’s a great way for us to engage and connect with consumers.”
The videos are really good, and definitely deliver a great brand message for Verizon.
R/GA has created the web experience for the new Verizon corporate campaign promoting its broadband connection. A robust online campaign featuring traditional, rich media and video banners is driving traffic to www.richerdeeperbroader.com which hosts an interactive community of broadband enthusiasts. The site becomes a destination enabling guests to create profiles and share rich media (imagery and videos), and hosts the stories of real people, creating an understanding of how broadband is changing the world.
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