Students put new twist on anti-piracy adverts
In recognition of the fact that research shows that nearly half of young men access some of their entertainment from unauthorised sources, pro-copyright consumer education body The Industry Trust for IP Awareness is supporting the efforts of two young design students from London who have created an innovative take on anti-piracy advertising for the UK film, TV and video industry.
Leighton Pountney and Omri Dvir will see their idea brought to life in outdoor advertising UK-wide, as well across the Internet from October 26. Called ‘All for the Price of a Ticket’, their idea uses till receipts – with a twist – to celebrate the entertainment value behind the purchase price of a DVD, download or cinema ticket. The campaign has been brought to life in the form of a film quiz called ‘Riddle Me Th?s’, which features giant receipts, each offering the public the chance to solve clues to great films at FindAnyFilm.com, the UK search engine for official film, TV and video.
A host of screen stars are supporting the approach, including BAFTA award winner Adam Deacon and film and TV actress Gemma Atkinson. Their favourite films feature as riddles in the campaign, alongside clues from other film and TV experts, including film critics and bloggers.
Deacon said that with so much time, energy and passion going into making films and TV shows, it was always disappointing if people choose not to pay for your work. “It’s great to see a campaign that celebrates the entertainment value you get back from your DVD, download or cinema ticket,” he added.
Atkinson said it was “refreshing” to see the industry creating a campaign like this with the young people it hopes to inspire. “The riddle element is a great way to get people thinking about how film and TV makes you feel – and whether that feeling is something worth paying for,” she said.
The students behind the campaign first submitted their idea to the YCN Annual Student Awards, which spotlight young talent by challenging students to answer a live creative brief. The Industry Trust for IP Awareness, which commissioned an anti-piracy brief for the 2012 Awards, spotted the potential of the concept – and is working with its industry partners to bring it to life.
Dvir said that he and Poultney wanted to get across the point that the price of your film or TV show is great value for all the enjoyment you get in return. “You get magical worlds, futuristic technology, great memories and of course countless pub conversations,” he noted.
Liz Bales, Director General of The Industry Trust for IP Awareness, which commissioned the campaign on behalf of the UK film, TV and video industry, said that research indicated that nearly half of young men today access some of their entertainment from unauthorised sources. “So who better to take inspiration from than the generation of people we are hoping to reach,” she suggested.
The new advertising will form part of the UK film, TV and video industry’s ‘Moments Worth Paying For’ campaign, which spans cinema, outdoor advertising, PR and social media. It will feature in Clear Channel advertising spaces UK-wide from October 27 as well as on Findanyfilm.com and a wealth of other film and TV industry websites.