Description
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.
To highlight this reality, and in an effort to disrupt the broader piracy ecosystem in the country, DIRECTV GO and Mirum Brazil broadcast ‘The Pirate Match’, a live-streamed football match where everything was fake.
Anyone who tried to watch the Champions League match between Atlético de Madrid and Manchester United illegally found a game full of surprises. 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 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 in with fake fans, commentators, and referees.
This professional campaign titled 'The Pirate Match' was published in Brazil in March, 2022. It was created for the brand: DIRECTV GO, by ad agency: Mirum Brazil. This Integrated medium campaign is related to the Media and Sports industries and contains 1 media asset. It was submitted about 2 years ago by Global Communications & PR Manager: Emilie Sharp of Wunderman Thompson.
Credits
Advertising Agency: Mirum Brazil, Sao Paulo, Belize
