To create awareness for the negative aspects of Digital Piracy.
To create a design that makes people think.
To aim the design at the target audience.
Who are the target audience?
Majority of illegal downloader's are under 25.
People who can’t relate to existing advertisements.
People who have a light hearted approach to illegal activity.
People who love the media they’re downloading.
Problems with existing advertising:
They attack the viewer.
Mind sets between car thieves and downloader's differ.
Very aggressive and don’t relate to the viewer.
The alternative approach:
Relate to the audience.
Don’t preach.
Take a light hearted approach.
Get into the mind of the illegal downloader.
Empathise with them.
Get them on your side.
Prick the conscious.
Creating a negative image for piracy:
Dark lonely atmosphere.
Nerdy looking character.
Looking at morals while conducting a simple task of acquiring media over the internet.
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