Philippines broadband telco Globe has won three creative competition Kidlat Awards for its execution of #PlayItRight’s ‘Piracy vs. Piracy’, the company’s homegrown advocacy to encourage Filipinos to download or stream content from legitimate sources.Piracy vs. Piracy was recognised for three awards—Creative Use Of Media, Branded Corporate Social Responsibility and Digital Activation and Campaigns—at the Ad Summit Pilipinas.

Tackling the issue of piracy head on, the campaign delivered its message by using the channels where piracy happens: torrent and streaming websites. During the 2017 Metro Manila Film Festival, Globe uploaded copies of the participating films and other blockbuster Filipino movies online.

After showing the opening credits and scenes, the films featured the crew recounting the hours of work they put in creating the films and appealing to viewers to #PlayItRight and watch from legitimate sources.

“Our customers deserve not just safe but also quality content. At the same time, we also want to make sure that our products and services are not used for illegal activities. These pursuits, along with our high regard for original content, inspired us to create this innovative campaign,” pointed out Yoly Crisanto, Globe Senior Vice President for Corporate Communications.

“We also want to protect the copyright of our content partners and educate our customers on how to consume content properly. We have made it easier for them by giving them the platforms to watch the best movies, TV shows, music, and videos,” added Nikko Acosta, Globe Senior Vice President for Content Business.

“Our execution hopes to highlight the impact of piracy to the people in the industry and their families. We want to remind everyone who participates in this illegal activity that their downloads affect hundreds of cast and crew members,” stated Globe Studios Director Quark Henares.

“We should protect the film industry from pirates. Without piracy, we keep our jobs, and convince creators to produce good content the audience would love to see,” commented JP Habac, Director of I’m Drunk I Love You.

“This commitment by Globe to fight film piracy gives due credit to the money, sweat and tears that filmmakers have put into their projects. Every day, we get messages from our site to request for a free download of Respeto. (Talk about respect!) The campaign is also such a clever way to shame the shameless pirates from downloading films,” Monster Jimenez, Producer of Respeto, noted.

The campaign was also recognised in February 2017 in the Direct Marketing category of BestAdsOnTV.com, an international website showcasing the best ads around the world.

The Kidlat Awards is an annual creative competition led by the 4A’s Philippines’ Creative Guild. It celebrates and recognises the country’s best advertising work of the past year.