Telus begins Storyhive promotion
Telus has begun an online promotion for a program called Storyhive. The program offers support to filmmakers in western Canada who are seeking to make a web-based video series. It invites creators from Vancouver, Victoria, Edmonton and Calgary to apply for grants to produce a pilot project. Local communities then vote on which of the pilots will receive funding and distribution on Optik Local.
The promotion, developed by Cossette of Vancouver, takes the form of a three-part web series about a woman who aspires to create a web series. The videos have been posted on the Storyhive website, as well as on YouTube and Facebook. The campaign also includes Facebook and Twitter ads, pre-roll video ads, posters and public relations from Edelman.
"This year, Storyhive is offering filmmakers support to create their own web series, so we thought what better way to promote the initiative than to create a web series about making a web series," said Michael Milardo, creative director at Cossette Vancouver. "Also, our targets are media savvy creative people, so to reach them, we decided on an approach that combined comedy with content that was informative and that would speak their language. The content reflects the tone of young and scrappy DIY filmmakers and it demonstrates Storyhive's brand proposition, which is to help independent filmmakers get their projects done."