| Title | Rip a Ripper |
| Agency | Three Bucharest |
| Campaign | Rip a ripper |
| Advertiser | Mandragora |
| Brand | Mandragora |
| Date of First Broadcast/Publication | 2012 / 10 |
| Business Sector | Institutional/Public Interest/Non-Profit Org. |
| Story | CONTEXT&IDEA Piracy is a big issue in Romania, an issue that people constantly feed through illegal movie downloads. The Romanian film industry is part of the piracy problem, in times of great lack of funding. We had to use this worrying situation to start a conversation on piracy - a phenomenon that Romanians don’t even perceive as being wrong anymore. We started talking about piracy through piracy. We chose the very moment when people watched a pirated movie and we hacked their movie moment by using a different kind of medium: The Movie Subtitles EXECUTIONWe downloaded and modified the Romanian movies’ subtitles, sneaking in our message. Afterwards, we uploaded them back on the most popular subtitles sites, as if they were usual subtitles. Perfectly synchronized with the characters’ lines, few minutes after the movie began, our special subtitles started to talk to the viewer about the piracy issue. We started the campaign by creating a video tutorial of our idea and we asked Romanian movie lovers to defend Romanian movies, by joining our Special Subtitles initiative. |
| Philosophy | We started talking about piracy through piracy. We chose the very moment when people watched a pirated movie and we hacked their movie moment by using a different kind of medium: The Movie Subtitles We downloaded and modified the Romanian movies’ subtitles, sneaking in our message. Afterwards, we uploaded them back on the most popular subtitles sites, as if they were usual subtitles. Perfectly synchronized with the characters’ lines, few minutes after the movie began, our special subtitles started to talk to the viewer about the piracy issue. We also created a video tutorial of our idea and we asked Romanian movie lovers to defend Romanian movies, by joining our Special Subtitles initiative. |
| Problem | Piracy is a big issue in Romania, an issue that people constantly feed through illegal movie downloads.The Romanian film industry is part of the piracy problem, in times of great lack of funding. We had to use this worrying situation to start a conversation on piracy - a phenomenon that Romanians don’t even perceive as being wrong anymore. |
| Result | Despite our low budget, the campaign received lots of attention: it started many conversations on social networks and online publications, it was promoted by one of the largest Romanian publications, Gazeta Sporturilor and one of the greatest Romanian actors, Victor Rebengiuc together with many well-known figures of the Romanian film industry supported the campaign all through the way. Above all, maybe the most important achievement was to find that people modified subtitles all over the internet, for both Romanian and foreign movies. |
| Media Type | Web Advertising/Banners |
| Length | |
| Creative Partner | Andrei Tripsa |
| Art Director | Cristian Cuzic |
| Art Director | Nicu Duta |
| Copywriter | Sabin Staicu |
| Account Manager | Radu Sorescu |
| Production Company | Plan9 |
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