Country: Belgium
Client: Belgian Entertainment Association
Advertised brand: Belgian Entertainment Association
Advertising Agency: TBWA Belgium
Creative director: Geert Pauwels
Creative director: Jan Macken
Art Director: Greg Van Buggenhout
Copywriter: Olaf Meuleman
Production Company: MAKE
Developer: Wannes Vermeulen
Published: 18 December 2017
Synopsis:
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.