Brazil is one of the biggest consumers of pirated pay-tv in the world. Around 33 million Brazilians access this content regularly, with football being one of the most popular products on these platforms.
Anyone who tried to watch the Champions League match between Atlético de Madrid and Manchester United illegally found a game full of surprises in a campaign by Mirum Brazil for DIRECTV. The team ran a Google search campaign targeting people who were looking for the Champions League match for free. When people clicked on one of the links, they found The Pirate Match, a 90-minute broadcast where everything looked like the real thing, but wasn’t to demonstrate the risks associated with using these illegal streaming services.
Instead of seeing Manchester United and Atlético de Madrid, fans were watching a staged match between Mão Chester United and Atlético de Mandrituba in a ‘pirate’ stadium. Rather than watching Ronaldo and Suarez, viewers found lookalikes, Rolando, Suado (which means ‘sweaty’ in Portuguese), who were playing at an amateur level with fake commentators and referees, and even fake fans.
Viewers were then directed to DIRECTV GO where they could access the real broadcast for free via a seven-day trial of the platform, and see for themselves how DIRECTV offers affordable quality content with no penalties.
Filipe Matiazi, creative director at Mirum Brazil, explained, Watching TV illegally is a huge problem in Brazil, but many people don’t see it as a crime. The behaviour gained popularity due to the perception that Cable TV companies and streaming services are very expensive. Educational campaigns on the subject are rare and often carry a negative message about criminalisation, with almost no impact. We wanted to do something different to raise awareness of the issue and highlight DIRECTV GO as a platform that provides quality content that’s risk-free and at an affordable price.
Alexander Rocco, digital growth director at DIRECTV GO, added, “Piracy is on the rise in Brazil, so we wanted to demonstrate how there are viable ways to access great quality content without any suspicious links or risks to data security, and most importantly, without infringing on third-party rights. Mirum was a great partner in doing this and we’re delighted with the results following the activation.”
Credits
Client: DIRECTV GO
Executive Creative Director of Marketing & Acquisitions: Alexander Rocco
Digital Marketing Manager: Alexander Greif
Marketing & Branding Specialist: Fernanda Bonfanti
Corporate Communications Manager: Cassia Monteiro Da Silva Raymundo
Corporate Communications Specialist: Thais Morandini Canova Morrone
Agency: Mirum Agency Brasil
Chief Executive Officer: Robson Ortiz
Global Chief Creative Officers: Bas Korsten & Daniel Bonner
LATAM Chief Creative Officers: Daniel Minaker & Sebastián Tarazaga
Creative Director: Filipe Matiazi
Associate Creative Director: Victor Keiti
Operations Co-Ordinator: Amanda de Oliveira
Production Lead: Paulo Setti
Art Directors: Rafael Rudnicki & Daniel Mota
Copywriters: Thiago Gabardo, Patricia Machado & Allison Noronha
Motion Graphics Supervisor: Bruno Reynaldo
Motion Designer: Igor Feitoza
Social Team: Vanessa Vieira, Gustavo Candido, Fernando Nunes, Fabiola Cebrian, Juan Silva & Emanuelle Sandri
Media Team: Camila Vaz, Chrystina Mundt, Mariana Erêda, Mellina Azevedo & Larissa Gonçalves
Tech Team: Felipe Gomide, Lizandra Silva, Leandro Mohr, Melchiades Medeiros & Fabio Assunção
Data & Analytics Team: Tiago Moreira, Franchesco Calzolaio, Oscar Neto, Leonardo Cabreira, Guilherme Ferreira, Flávia Clapis, Ector Luiz, Luiz Yamada & Jhonathan Wolff
PR Team: Daniela Andres & Marilia Carzino
Design Team: Nathalia Pereira, Aline Santos & Rafael Rudnicki
Photographer: Vinicius Barreto, João Heim
Account Executives: Patricia Rogoski, Alessandra Fraresso, Andressa Sucodolski & Julia Rugno
Production Company: BUZZ CCS – Curitiba
Directors: Duda Justus & Lincoln Barela
Executive Producer: Jean Paul
Line Producer: Guilherme Barchik
Director of Photography: Lincoln Barela
Post Production Company: BUZZ CCS – Curitiba
Editor: Guilherme Bucco
Assistant Producer: Hebert Bueno
Art Direction: JP Foltran
Art Assistant: Angelo Foltran
Second Art Assistant: Gabriel Loureiro Lima
Director: Ricardo Peters
Music & Sound Design Company: Tiago Mendes @ Toro Audio – Curitiba
Executive Music Producer & Creative Directors: Daniela Zandonai & Kelson Diego
Account Manager & Production Co-Ordinator: Mariana Kauchakje
