To combat the rampant piracy happening online, Globe undertook “Piracy vs. Piracy,” a unique approach to strengthen #PlayItRight. #PlayItRight is the company’s homegrown advocacy to encourage Filipinos to download or stream content from legitimate sources.
The idea behind Piracy vs. Piracy is to use channels where piracy happens to effectively reach and deliver the message to the target audience. Thus, during the 2017 Metro Manila Film Festival, Globe uploaded copies of the participating films and other blockbuster Filipino movies on torrent and streaming websites. After showing the opening credits and scenes, the films were abruptly cut to feature the crew recounting the hours of work they put in creating the films. The clips ended with the crew appealing to viewers to #PlayItRight and watch from legitimate sources.
“Piracy Against Piracy sends a strong message to everyone on the effects and realities of piracy in the industry and the people who work hard to keep it alive. That every illegal download affects hundreds of cast and crew members whose jobs support their families,” says Globe Studios Director Quark Henares.
“There is usually no guilt when it comes to the crime of piracy because it feels like a crime that robs no one of nothing. But the truth is, pirating local films robs fellow Filipinos of livelihood and the possibility of making more films. This campaign has forced people who illegally stream or download to meet the people they rob from,” continues Marielle Nones, art director of Publicis JimenezBasic.
The campaign has been so effective, Piracy vs. Piracy, has been shortlisted for three accolades at the Kidlat Awards.
The Kidlat Awards is an annual creative competition led by the 4A’s Philippines’ Creative Guild, and celebrates and recognizes the country’s best advertising work of the past year. This year’s awarding will be held on March 10, 2018 at the Ad Summit Pilipinas 2018 in Subic.
For its efforts, Globe, its partner agency Publicis JimenezBasic, and Globe Studios were shortlisted for the Creative Use of Media, Branded Corporate Social Responsibility (CSR), and Digital Activation and Campaigns categories.
This year’s judges include some of the industry’s best from the top advertising agencies in the Philippines, Indonesia, Hong Kong, Malaysia, and Singapore.
The Piracy vs. Piracy campaign likewise received international recognition last month. BestAdsOnTV.com, an international website showcasing the best ads around the world, featured the campaign in their Direct Marketing category.
“As we continue to grow our Content Business, it is our responsibility to protect our partners and educate our customers on how to properly consume their favorite entertainment content. This campaign allows us to connect with Filipinos who are in the act of trying to look for content from illegitimate sources and share with them the effects of their actions,” says Globe Senior Vice President for Content Business Nikko Acosta.
Globe launched #PlayItRight in 2017 to highlight the impact of piracy to the people in the industry and their families. The advocacy encourages customers and the public to play content from legal sources and protect the copyright of its content partners, while ensuring that its network, products and services are not used in illegal activities.