The "Making connections" campaign, produced in-house in collaboration with creative agency Brothers and Sisters, focuses on the role technology plays in modern communication. It will run on Discovery Channel in 105 countries until December 31.
A series of 60-second executions will examine how consumers use the power of technology, 3G in particular, to create their own content and build communities around shared interests. Four of the 12 pieces produced will be based on the lives of actual consumers, who are encouraged to share their stories with the world.
Viewers will be enticed by on- and off-air promotion to enter their submissions through a Nokia branded micro-site at Discovery. The winning four stories will go on to be produced as short films and shown on Discovery Channel.
Source: Brand Republic
Can’t wait to see these shorts. After getting Discovery HD via Direct TV I’ve watched more nature shows than I care for. They’re simply stunning, my favorite has got to be "sunrise earth," which I view while enjoying my cup of coffee before heading out to school. I am concerned however, the mainstream doesn’t watch the Discovery Channel. How are you going to appeal to the masses what the power of 3G has for them if you’re going to put a program in between a show about the booming Chinese economy and the daily life of an oil rig worker?