Each of the ten films made were meant to mimic the start of ten actual blockbuster Filipino movies.

This draws in viewers who expect to watch the respective movies in an illegal manner.

However, a few minutes into each film, the viewer will see unexpected footage : a member of the each movie's crew talking to them and encouraging them to watch the movie the right way - in a cinema.

While piracy is dwindling in first world countries, it is not the case locally.

In the Philippines, piracy is a rampant crime. In fact, 99% of Filipinos with Wifi access at home has committed the crime of piracy at least one. Each year, Filipino movies lose millions to this practice.

Globe, the leading purveyor of digital entertainment in the country, wanted to help stop it.

The campaign launched during the Metro Manila Film Festival, the most popular film festival in the country that showcases original Filipino movies in cinemas nationwide. This is relevant because thousands of consumers usually try to access the festival movies illegally instead of paying to watch them in cinemas.