Creative alliance launches anti-piracy campaign

Creative Content UK, the alliance formed of creative businesses and internet service providers, has begun a campaign to educate people about the effects of copyright infringement.

The campaign launches on TV during The X Factor on Sunday 24 October, with animated ads featuring one character that downloads films and music from official sites and another that does it illegally.

Rather than ram home the legal consequences of stealing content, the ads push their message by showing the world of the law-abiding character flourishing while the digital pirate’s society crumbles, with cinemas and arcades collapsing around him. The end line is "get it right from a genuine site".

The TV ads were created by Atomic London and will also run in cinemas. The campaign, which was part-funded by the government, includes print, radio, digital and outdoor executions.

This is Creative Content UK’s first campaign. Atomic was appointed to alliance’s advertising account after a pitch that began in September 2014.

Creative Content UK was formed in 2014 and includes the Motion Picture Association, BT, Sky Broadband, Virgin Media and the British Phonographic Industry (the trade body for Britain’s recorded music businesses).

Geoff Taylor, BPI’s chief executive and a spokesman for Creative Content UK, said: "We want people to understand the importance of supporting the films, TV, music, games, books, magazines and sports they love, and that by doing so they invest in creating more of it and the development of new artists and ideas.

"Our goal is to encourage everyone to get their music, TV, film, books, newspapers, magazines, sport and games from genuine services and to support UK creativity."

The work was written by Matt Gilbert, art directed by Dave Tokley and produced through Agile Films. Zenith Optimedia did the media planning and buying.

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