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Last October, five relatively unknown filmmakers from around the country found themselves at a place they had probably only dreamed about—on the red carpet at New York’s Lincoln Center, sipping cocktails with Hollywood heavyweights like Ron Howard and Harvey Weinstein.
For these individuals, it was a chance to launch a career in film. But for Canon U.S.A., the marketer behind the event, it was proof that creativity, crowdsourcing and technology can all combine to create highly successful branding.