Movie Piracy has been a tremendous damage to the movie stores. In Brazil, more than 900 stores were closed. Video Hobby challenged us to create something new that would take customers to their new mega store. So, we thought: What if we used piracy against itself to take customers to the store? The case study shows the results of the action.

Advertising Agency: Propeg, Brazil
Creative Directors: Ana Luisa Almeida, Emerson Braga, Edson Rosa
Art Directors: Edson Rosa, Fernando Damasceno, João Souza, Thiago Borba
Copywriters: Emerson Braga, Janaína Rocha
Photographer: Lazaro Santana
Additional credits: Carlos Pereira, Vitor Barros, Renata Matos, Sheyla Rocha, Nove90, Elos Studios
Published: March 2012

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