Using retro aesthetics, the action seeks to raise awareness of the damage caused by piracy in the film industry.
The Rio Festival launched a campaign to combat film piracy during RioMarket, with the creation of the 11:21 agency and support from Disque Denúncia. The action uses graphic language that refers to movie posters from different decades and seeks to raise public awareness about the negative impacts of piracy, with humor and lightness.
The posters, spread throughout the festival, will be displayed on cinema facades, digital media, OOH and social networks. The pieces make comparisons between fictional cinema “pirates” and those responsible for illegal copies, with messages such as “There’s the pirate with the wooden leg and the pirate with the wooden face” and “If the film has a pirate, call me. If the copy is pirated, call the police.” One of the posters warns about the risks of IPTV boxes, warning that they can be operated by hackers and pose a threat to data security.
The action also raises awareness about the impact of piracy on the economies of the film industry, in addition, it also alerts the advertising market about the risk of financing piracy through programmatic media on illegal websites.
According to Gustavo Bastos, CEO and CCO of the agency, and creator of the campaign in partnership with art director Diego Crisóstomo, “The campaign follows the line of humor with beautiful and impactful layouts to win people over and raise awareness in a light but forceful way. “
Art director Diego Crisostomo notes that “we were very happy with the graphic language with clear references to various types of posters and with impeccable craftsmanship”.
