The challenge
Pirated content use online grew rapidly in the UK, Germany and Italy during COVID lockdowns. Internet Matters and their digital agency T19 asked us to produce videos for a pan-European digital and social media campaign over the Easter school holidays, to warn families about the risks.
Our approach
Three creative concepts, each with three language variations, needed animated videos with relatable characters, an informative but friendly style and localised audio to maximise audience engagement.
Animation projects are notoriously time intensive so, faced with a tight turnaround, we enlisted our LA-based animator, using the different time zones to let us work around the clock and condense the production schedule. We developed cute, expressive bean-shaped characters and cell-style animation so that viewers of any age, gender or nationality could relate to and absorb the campaign messaging.
Our London-based creative director ensured cross-market brand consistency while local market partner directors supported voiceover artists in their countries, balancing the need for a quicker delivery in Italian, for example, where the transcreated script was longer, with clarity and accessibility requirements.
The outcome
The campaign was a great success, achieving more than 22 million impressions and a total reach of nearly eight million families in the UK, Germany and Italy. Viewers responded well too, with a 39% increase in legal streaming searches and a 44% reduction in searches for illegal streams.
Expertise required
- film and post
- imaging and animation
