This is a pretty cool story of a large-scale collaborative (branded) content project actually capturing the imagination of a large population. The whole film was written by community, it was cast using voting and the actors were style with input from the online community. Not only that, but the product, a candy bar, actually saw an uptick in sales and the largest TV network in Greece agreed to broadcast it, even though it was initially conceived to be online only. I’ve embedded the whole film below. Unfortunately, there’s no subtitles. Let me know if you find a translated version (or if you want Urgent Content to do something similar for your brand).

Lacta “Love in Action” – η ταινία from LactaFilms on Vimeo.

via Adpulp