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Press & Announcements

Apr 01 2015 - MIPTV Preview: Branded Content ‘So good you don’t know it’s marketing’

While a lot of branded content involves a mix of TV and digital, a growing number of projects are bypassing TV altogether. One interesting example of this is Smokebomb Entertainment’s Carmilla, a YouTube-based series that was created in partnership with shift2 and is funded by Kimberly-Clark feminine-care brand Kotex.

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Mar 25 2015 - Globe and Mail: Schick launches YouTube web series to reach younger consumers

In an early episode of the new online video series MsLabelled, the spunky protagonist, Ella, explains why the Internet is so influential: “Young people with money to spend, they don’t want corporations telling them what to buy,” she says. “They want real people giving them authentic suggestions.” As it happens, Ella herself is partly created by an advertiser, in hopes that her authentic voice will influence young consumers.

The series is funded by Schick Inc., Shaw Media and shift2, a co-venture of Toronto-based production company Shaftesbury and marketing agency Youth Culture that was created last year to work on “branded content” projects for advertisers. The idea is to give brands a way to reach elusive younger consumers who are watching less TV. (And when they do watch, they are ignoring commercials by checking in on social media or playing games on their phones.)

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Mar 25 2015 - Shaw Media partners with Shaftesbury/Smokebomb, shift2 and Schick® Quattro for Women® on new scripted multiplatform series MsLabelled

Shaw Media and Shaftesbury’s digital studio, Smokebomb Entertainment, have joined forces with brand agency shift2 and Schick® Quattro for Women® to engage female millennials with MsLabelled, a new, fashion-focused, multiplatform comedy series (20 x four-minutes) featuring and executive produced by Jeanne Beker (Fashion Television).

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Mar 11 2015 - Shaftesbury partners with Ontario government on Murdoch Mysteries companion series

Shaftesbury today announced that it has partnered with the Ontario government on Making Murdoch, a 20-part online series that offers a behind-the-scenes look at the making of Murdoch Mysteries on location in Ontario, with a special focus on the sites and stories of the province.

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Dec 18 2014 - Murdoch Mysteries makes TV critics’ 2014 Top 10 list

Murdoch Mysteries has been ranked the #5 television show in Canada by a group of 19 esteemed television critics and writers who were tasked with coming up with their own individual Top 10 lists (located below), which were then ranked according to a points system: 10 points for No. 1, 9 points for No. 2, […]

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Dec 19 2014 - Carmilla included in Media in Canada’s Best Campaigns of 2014

From Val Maloney, special projects editor/associate editor, Media in Canada: It’s that time of year again when we get to reflect on the work from the Canadian advertising industry that stood out in the memory of our writers and editors, then pick one to write about. This summer U by Kotex took content creation to […]

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Dec 10 2014 - Shaftesbury & Kids’ CBC get moving with The Moblees to inspire healthy change

With Canada lagging globally when it comes to meeting guidelines for kids’ overall physical activity and limiting sedentary behavior, Kids’ CBC aims to inspire healthy change in the way Canadian children and their families move through their daily lives with The Moblees (30 x 11-minutes), a new live-action interactive musical adventure series for kids aged 3 – 5 years. Integrating a holistic approach to healthy active living, including non-sedentary behaviors, physical activity and nutrition, , The Moblees airs on CBC Monday to Friday at 8 a.m. (8:30 NT) beginning on December 22.

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Dec 10 2014 - U by Kotex® orders season two of hit series Carmilla from shift2 & Smokebomb Entertainment

U by Kotex® has ordered a second season of the hit transmedia series Carmilla, which will return to the VervegirlTV YouTube channel with 36 new episodes and a 12-part branded series in 2015.

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Nov 24 2014 - Shaftesbury CEO Christina Jennings named to The 2014 Maclean’s Power List

Shaftesbury Chairman & CEO Christina Jennings has been named to The Maclean’s 2014 Power List of Canada’s 50 most powerful people.

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Nov 11 2014 - Smokebomb’s State of Syn wins Digi Award for Best Webseries Fiction

At the 2014 Digi Awards ceremony in Toronto, celebrating the very best in the digital media landscape, Shaftesbury’s award-winning digital division Smokebomb Entertainment took home the honour for Best Webseries Fiction for State of Syn, which is available on Hulu in the United States.

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Nov 03 2014 - CBC’s hit period crime-drama Murdoch Mysteries celebrates its 100th episode with the most anticipated episode of the season

Will Murdoch and Ogden finally make it to the altar? Murdoch Mysteries marks the broadcast of its 100th episode on Monday, Nov. 3 at 8 p.m. (8:30 NT), including a live broadcast screening with cast and crew for fans at CBC Toronto.

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Oct 17 2014 - Strategy: How Kotex became a YouTube exec producer

Why the feminine hygiene brand is working with Carmilla, a transmedia gothic vampire series aimed at reaching millennials.

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