Discourage customers from buying pirated DVD's and encourage people to donate to the Anti-Piracy Foundation, the organisation committed to fighting the crime. Sell our own pirated DVD's and distribute them along the regular illegal channels. The campaign was launched with South Africa's most pirated DVD called Tsotsi. The only noticeable difference between our copy and an illegal copy was simple - our version stopped soon after the start of the movie and thanked them for their donation towards the efforts of anti-piracy.
Agency : TBWA\Hunt\Lascaris Johannesburg, South Africa.