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Acme Filmworks Provides Animated Films To Responsibility Project

Liberty Mutual has collaborated 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, an interactive Web site delivering unique content tied to the central theme of personal responsibility. The first original film from Acme Filmworks, HOT SEAT, is live now on the site.

"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, SVP, Communications. "HOT SEAT adds a new dimension to the creative content on the site and continues to elevate the film experience for the audience."

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 nomination, an Emmy 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.

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