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Shaun the Sheep champions copyright education

January 7, 2015

By Colin Mann

Pro-copyright consumer education body the Industry Trust for IP Awareness and StudioCanal will launch an exclusive Shaun the Sheep trailer that sees Shaun and his flock championing the value of film across all formats, encouraging that these moments are worth paying for.

The piece – part of the Trust’s ‘Moments Worth Paying For’ campaign – is only the second trailer in the series to feature 100 per cent original content and the first to promote overtly all formats.Part of a comprehensive media plan, the campaign will be supported by activity across digital, PR, social media and outdoor space, and is yet another example of how The Industry Trust adopts an integrated multi-media approach to amplify reach and influence as part of its successful consumer education programme.

Produced by the multi award winning Aardman Animations, the world’s most famous sheep now takes to the big screen with Shaun the Sheep The Movie set for release 6th February. The trailer has been exclusively animated to show Shaun using Find Any Film to search for cinema times and buy tickets. The trailer continues to deliver the key message encouraging audiences that whether you are ‘at home’, ‘on the move or ‘best of all in the cinema that ‘real experiences are worth paying for’.

StudioCanal played a pivotal role in securing support from Aardman and directors to provide original content and messaging to encourage respect for the value of official film, TV and video content. The trailer also directs audiences to find more moments worth paying for at; a search engine for official films.

The Shaun the Sheep The Movie trailer is the latest release in The Industry Trust’s Moments Worth Paying For campaign. Launched in November 2010, the campaign has since gone from strength to strength. Independent tracking research by ICM revealed that those audiences exposed to the campaign were significantly more likely to pay for official film and TV than those not exposed to it.

Liz Bales, Director General at Industry Trust for IP Awareness said the Trust was delighted that StudioCanal had become a member and was supporting the copyright education. “It’s been marvellous working with them, along with Aardman Studios, who have both shown incredible support of our message through the creation of this bespoke Shaun the Sheep Movie trailer. By creating a trailer that is completely bespoke, we are able to deliver anti-piracy messaging that is both charming and educating in which audiences are more likely to engage.”

John Trafford-Owen, Head of Theatrical Distributionat StudioCanal noted that this was the studio’s first collaboration with The Industry Trust and was “thrilled” to be a part of the “fantastic” work they do for film piracy on behalf of the UK film and TV industry. “We are extremely proud to have produced and provided such an exclusive Moments Worth Paying For message that covers all formats, whilst also promoting the film. Shaun The Sheep is a well-loved and known character all over the world and we hope this trailer will further support the tremendously successful work of The Industry Trust,” he declared.

Shaun the Sheep The Movie opens in UK Cinemas across the country 6 February 2015. Associated Moments Worth Paying For activity will run in cinema, outdoor and online.

Categories: Articles, Content, Mobile, Piracy, Portable Media, Rights