Technology brand Hitachi has hired agency The Liquid Way to help it bring to life its sponsorship of the European Independent Film Festival 2010 in Paris next month.
Hitachi will promote its G-Technology external storage solutions at the event, which takes place from 12-14 March.
Using brand ambassadors, demo workshops and social media, The Liquid Way hopes to endorse G-Technology among the filmmaking community.
The campaign will build on the brand's recent partnership with the Sundance Film Festival.
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