It was on October 24 that Piblicis, an advertising group, was announced winner of the contest for the best idea underlying the intellectual property protection campaign. The a.m. results were announced at the Ukrainian Creative Week by the Clear Sky Initiative and All-Ukrainian Advertising Corporation (AUAC).
The winning idea is based on the following insight: when using piracy content people do not feel becoming participants in a crime. However, there are very few normal human beings ( if any) that would agree to buy a non-virtual product being aware that it has been stolen. What Publicis offered was sort of experiment and in particular : establishment of a pop-up shop so as to videotape its customers that have shown interest for certain products followed by their ensuing response on being told that it has been stolen. The slogan suggested: “Piracy content had been also somebody’s property before being stolen.”
The communication’s second idea has been based on the insight as follows: many Ukrainians do not give a great deal of thought to the issue of copyrights to pieces of music, motion pictures, software unless they are personally concerned. Unless they are stung to the quick. This is the underlying idea of the #zachepylo ( Engl: stung to the quick) campaign which is a vivid example of the guerilla marketing tactics, including spots showing fake show bills next to true show bills advertising the same events, subway advertising; also Instabooth photo booths at shopping centers with visitors printing out their pictures from social networks to find out certain brand advertisements on them which means that somebody makes a business of earning money on their pictures and this fact sure stings them to the quick… The Publicis ideas also suggest that opinion leaders be involved especially those representing creative industries because they are authors themselves and invest in their own products. Merch is another separate activity area where designers develop prints of their own on the issue of copyrights and those wishful might print them on their clothes – provided the author is indicated – and accompany it with the inscription “Copy original – not original”.
The winner suggested four ideas ( all in all) so as to communicate the significance and importance of copyrights protection.
“We are pleased to take part in the initiative of interest an importance for each and every one”, said Ruslan Palamarchuk, Creative Director, Piblicis Ukraine.
“The above campaign is aimed at end consumers of books, motion pictures, series, photos and other copyrighted objects – says Kateryna Fedorova, Head, Clear Sky Initiative. “Our major effort is focused on B2B Communications within the piracy ecosystem, with addressees being internet providers hosters, payment operators, cyberpolice, advertisers. It is for them that we established blacklists.org.us containing the piracy site lists and brand lists discovered on those sites by Ukrainian Anti Piracy Associatio (UAPA). However, end consumers’ attitude to the content stealers is of no less importance. It is only pressure exerted by all parties in the conflict that might break the entire system of earning on stolen content.
The Clear Sky Initiative is planning to implement the ideas proposed by Publicis with #zachepylo as the campaign’s hash tag.
Public service advertising spot on the winning idea would be filmed as soon as Clear Sky raises the necessary budget. As of now the negotiations in terms of fundraising are in full swing. Having been produced the spot would be rotated by Ukraine’s nationwide TV Channels.
Four advertising companies have taken part in the contest named “Intellectual Property Is in the Same League with Property as Such” which was announced by the Clear Sky Initiative and All l Ukrainian Advertising Coalition on June 13 2018 . The relevant applications were accepted by 25 September, 2018 with the Jury members representing AUAC, StarLight Media, 1+1 Media and the Clear Sky Initiative.