Advanced Television

Shaun the Sheep supports Moments Worth Paying For

August 9, 2019

By Colin Mann

Ahead of its October release, A Shaun the Sheep Movie: Farmageddon, is to feature in an exclusive trailer for the Industry Trust for IP Awareness’s Moments Worth Paying For campaign, which inspires viewers to respect the value of creative content by demonstrating that film, TV and video have an entertainment value worth paying for.

The trailer features bespoke animation showing Shaun the Sheep flocking to the cinema and championing the value of film on the big screen. From the snacks, the comfy seats and the incredible first encounters – the trailer aims to show audiences that the cinema is the best place to enjoy “out of this world movie moments” and that these are moments worth paying for. Like others in the Moments Worth Paying For series, the trailer directs audiences to the industry-funded film search engine,, which signposts legal content sources, so consumers can book, buy and watch movies at their convenience.

“Being a stop motion animation, Shaun the Sheep Movie: Farmageddon takes a long time to make with animators working weeks to simply create a couple of minutes of footage, so we have been incredibly lucky and are very grateful to work with both Aardman and StudioCanal on the creation of this fantastic bespoke content,” commented Sylvia Dick, Head of Audience Engagement, The Industry Trust. “With the latest research showing us that more and more young people are turning to infringement than ever before, using well-known characters such as Shaun the Sheep allows us to speak directly to families and children, helping them choose the right experience when it comes to TV and film content, and steering them away from piracy.”

“It’s a real pleasure to be working with the Industry Trust on this campaign and supporting the invaluable work they do to inspire audiences to enjoy movies on the big screen,” declared Stuart Henderson, Head of UK Marketing, StudioCanal. “With Shaun the Sheep Movie: Farmageddon, the brilliant team at Aardman are taking Shaun and the flock on a hilarious, out-of-this-world adventure and introducing a brilliant new character in the form of LU-LA.  This has meant we have had the scope to create a bespoke piece that delivers the Moments Worth Paying For message in an equally playful and inventive way that we believe audiences will really engage with.”

“Our teams dedicate so much time to creating a truly cinematic experience, from story creation through the animation process to vfx and music,” added Lucy Wendover, Head of Marketing & Brand, Aardman. “Therefore, encouraging audiences to enjoy Shaun the Sheep Movie: Farmageddon at the cinema goes right to the heart of the value that Aardman place on film-making. We are delighted that Shaun and his friends are so expertly helping to deliver the Moments Worth Paying For message!”

A Shaun the Sheep Movie: Farmageddon is released in UK cinemas on October 18th 2019.

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