Shear Brilliance

Wednesday, January 7 2015
Shear Brilliance

After a relatively quiet end to 2014, the Industry Trust has kicked off the New Year with a brand new burst of activity, unveiling the latest thrust of its Moments Worth Paying For campaign with a new spot.

This time, it’s gone on the lamb, as it were, with a trailer using Studiocanal’s forthcoming Shaun The Sheep as the focal point for its first spot of the year.

The spot continues the themes that have been running throughout the ongoing campaign, which will mark its fifth anniversary later in 2015 – and is particularly noteworthy as it features exclusive, bespoke content.

Not only that, but it also marks the first major collaboration with Studiocanal, a newly signed up member of the Trust.

Working with Shaun The Sheep creator Aardman Animation and distributor Studiocanal, it sees Shaun and his wooly pals watching films legitimately either at home, on the go or at cinemas. It highlights the benefits of watching them “properly”, paying for content and, as has become increasingly important in recent strands of the campaign, using findanyfilm.com to discover how and where to see films.

It’s only the second ad in the five-year campaign to use entirely exclusive content and the first that highlights all formats. It debuts in cinemas this Friday (January 9) and will be supported by outdoor, PR, digital and social media activity.

Industry Trust director general Liz Bales said: “We are delighted that Studiocanal has become a member of The Industry Trust and is supporting the copyright education. It’s been marvellous working with them, along with Aardman Studios, who have both shown incredible support of our message through the creation of this bespoke Shaun the Sheep Movie trailer. By creating a trailer that is completely bespoke, we are able to deliver anti-piracy messaging that is both charming and educating in which audiences are more likely to engage.”

John Trafford-Owen, Head of Theatrical Distribution at Studiocanal added: “This is our first collaboration with The Industry Trust and we are thrilled to be a part of the fantastic work they do for film piracy on behalf of the UK film and TV industry. We are extremely proud to have produced and provided such an exclusive Moments Worth Paying For message that covers all formats, whilst also promoting the film. Shaun The Sheep is a well-loved and known character all over the world and we hope this trailer will further support the tremendously successful work of The Industry Trust.”

You can see the ad here…

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