PIRACY VS. PIRACY

TitlePIRACY VS. PIRACY
ClientGLOBE TELECOM
Product / ServiceGLOBE TELECOM
CategoryA11. Consumer Services
EntrantPUBLICIS JIMENEZBASIC Makati City, THE PHILIPPINES
Idea Creation PUBLICIS JIMENEZBASIC Makati City, THE PHILIPPINES

The Campaign

The illegal downloading of films is a crime hurting the local Philippine film industry. Globe, the leading purveyor of digital entertainment in the country, wanted to help stop it. Once a year, the Philippines holds the Metro Manila Film Festival, a showcase of original Filipino movies in cinemas nationwide. During this time, incidences of local film piracy increases. It was then that Globe decided to release ten local films as illegal downloads and streams on torrent sites, free movie pages, and free movie streaming sites. But each film had footage viewers did not expect to see - a cast or crew member "interrupts" the film and explains to the viewer how piracy has affected his job and the industry he works in. Each then ask the viewer to consider watching the film legally instead of just finding a new torrent or free movie website.

Creative Execution

The illegal downloading of films is a crime hurting the local Philippine film industry. Globe, the leading purveyor of digital entertainment in the country, wanted to help stop it with Globe Piracy vs Piracy. Once a year, the Philippines holds the Metro Manila Film Festival, a showcase of original Filipino movies in cinemas nationwide. During this time, incidences of local film piracy increases. It was then that Globe decided to release ten local films as illegal downloads and streams on torrent sites, free movie pages, and free movie streaming sites. But each film had footage viewers did not expect to see - a cast or crew member "interrupts" the film and explains to the viewer how piracy has affected his job and the industry he works in. Each then ask the viewer to consider watching the film legally instead of just finding a new torrent or free movie website.

The campaign hijacked platforms used for piracy and turned them into tools versus piracy. And within hours of uploading, thousands of people were made to realize that they just took part in a crime. With ZERO media budget, the campaign was shared worldwide. Reached over 2 MILLION media impressions. Viewed by 500,000 criminals and counting. And received so many positive responses, that the campaign will run an extra year.

The illegal downloading of films is a crime hurting the local Philippine film industry. Globe, the leading purveyor of digital entertainment in the country, wanted to help stop it with Globe Piracy vs Piracy. To help solve the problem, the campaign hijacked platforms used for piracy such as torrent sites, free movie sites, and illegal movie pages on social media and turned them into platforms that help fight piracy. In this way, we talked to people who were in the process of committing a crime and convincing them to reconsider watching local films the legal way instead.

Insights, Strategy and the Idea

Once a year, the Philippines holds the Metro Manila Film Festival, a showcase of original Filipino movies in cinemas nationwide. During this time, incidences of local film piracy increases. It was then that Globe decided to release ten local films as illegal downloads and streams on torrent sites, free movie pages, and free movie streaming sites. But each film had footage viewers did not expect to see - a cast or crew member "interrupts" the film and explains to the viewer how piracy has affected his job and the industry he works in. Each then ask the viewer to consider watching the film legally instead of just finding a new torrent or free movie website. The campaign hijacked platforms used for piracy and turned them into tools versus piracy.

Credits

Name Company Position
Katie Santos Publicis JimenezBasic Client Servicing Director
Katie Santos, Publicis JimenezBasic Client Servicing Director
Raffy Parcon Publicis JimenezBasic Business Unit Head
CJ Jimenez Publicis JimenezBasic Strat Planning Director
Trixie Diyco Publicis JimenezBasic Executive Creative Director
Lianne Salcedo Publicis JimenezBasic Group Account Director
Christine Zapanta Publicis JimenezBasic Account Manager
Reena Robles Publicis JimenezBasic Strat Planner
Bia Famularcano Publicis JimenezBasic Creative Director
Marielle Nones Publicis JimenezBasic Associate Creative Director
Quintin Cu-Unjieng Globe Studios Director
Kath Sison Globe Studios Producer
Links
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