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

How? By committing a crime.

In December 2017, during the Metro Manila Film Festival, Globe started committing the crime of piracy.

The Metro Manila Film Festival is the most popular in the country that showcases original Filipino films.

As these films were released in cinemas nationwide, the brand released ten blockbuster Filipino films as illegal downloads and streams in torrent sites and social media pages.

But as each of the films played, viewers saw footage they did not expect to see –

a member of the film production crew telling them how much time and work went into the film they tried to watch illegally.

Directors, producers, gaffers, and more appealed to Filipino viewers to watch the movie the right way - transforming platforms used for piracy into tools versus piracy.

Globe wanted to help stop piracy. How? By committing a crime.

Globe launched Piracy vs Piracy.

During the Metro Manila Film Festival, Globe started committing the crime of piracy.

The Metro Manila Film Festival is the most popular in the country that showcases original Filipino movies. As they were released in cinemas nationwide, the brand released ten blockbuster Filipino films as illegal downloads and streams in torrent sites and social media pages.

But as each of the films played, viewers saw footage they did not expect to see –

a member of the film crew telling them how much work went into the film they tried to watch illegally.

Directors, cameramen and more appealed to viewers to watch the movie the right way - transforming platforms used for piracy into tools versus piracy.

The campaign started running December 25, 2017 and is currently ongoing.

The campaign hijacked platforms used for piracy into tools versus piracy.

And within hours of uploading, thousands of people were made to realize that they just took part in a crime.

With ZERO media budget, the campaign was shared nationwide and worldwide.

It has currently reached over 800,000 media impressions, was viewed by 500,000 criminals and counting. And received so many positive responses, that the campaign will run an extra year.

The campaign transformed platforms used for piracy into tools versus piracy.

During the Manila Film Festival, Globe started committing the crime of piracy.

As the festival movies were released in cinemas, the brand released ten Filipino films "illegally" in torrent sites and social media, hitting pirates in the media channels they are sure to access.

Each of the films mimic the start of ten Filipino movies, drawing in viewers who expect to watch the movies in an illegal manner.

However, a few minutes in, a member of the each movie's crew encourages viewers to watch the movie the right way.

The illegal downloading of films is a crime that is hurting the local film industry.

In fact, 99% of Filipinos who have Wifi access in their homes have committed the crime of piracy by downloading or streaming files illegally.

Most traditional means of appealing to Filipinos to stop piracy such as cinema advertising or TV advertising have failed. A big reason is because pirates are not watching via these channels. If I pirate movies, how would I catch a cinema ad?

For this campaign, the brand transformed platforms used for piracy into tools versus piracy.

The advertising was embedded in the channels and content that pirates frequented and downloaded. The approach also put a human face on who are by piracy.

The illegal downloading of films is a crime that is hurting the local film industry.

In fact, 99% of Filipinos who have Wifi access in their homes have committed the crime of piracy by downloading or streaming files illegally.

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