Belgian Entertainment Association - "The Pirate Subtitles"

TBWA\Brussels

TBWA\Brussels Bruxelles, Belgium

5148

Title	The Pirate Subtitles
Agency	TBWA\Brussels
Campaign	The Pirate Subtitles
Advertiser	Belgian Entertainment Association
Brand	Belgian Entertainment Association
Date of First Broadcast/Publication	2017 / 12
Business Sector	Cinema Production
Story	To fight movie piracy, we created The Pirate Subtitles: subtitles in which we changed some of the dialogues. Suddenly it seemed like Samuel L. Jackson and other Hollywood stars told the viewer he’s a doing something illegal, and that he is now stuck with bad subtitles. We uploaded Pirate Subtitles for different hit series and blockbusters to popular download platforms and a special built bot made sure our files were the highest ranked.   In just a few days more than 10.000 pirate subtitles were downloaded. We revealed this with a press release. The story was widely picked up in relevant online communities and even triggered a debate on national tv.   Six weeks later the 4 biggest internet providers and the Belgian Entertainment Association reached an agreement to block up to 420 pirate websites.
Media Type	Digital
Length	133 seconds
Creative Director	Gert Pauwels
Executive Creative Director	Jan Macken
Art Director	Greg Van Buggenhout
Copywriter	Olaf Meuleman
Digital Developer	Wannes Vermeulen
PR manager	Isabelle Verdeyen
Account Management	Jochen De Greef
Account Management	Virginie Hayet
Account Management	Sharon Lavaert
Account Management	Joachim François