Love this: To help promote the movie The Secret Life of Walter Mitty, the film company gave YouTube star and film maker Casey Neistat $25,000 to make a video on the theme of 'living your dreams'. But... he just spent the money on going to the Philippines and helping the people in need.
I think it's great, and it's another example of films making promotion videos that aren't just clips of the film - see also this for Carrie.
Full disclosure - 20th Century Fox is one of my agency's clients
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