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Why This Streaming Platform Broadcast a Fake Champions League Football Match

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The DIRECTV GO activation, by Mirum Brazil, warns consumers about the risks of consuming pirated TV

Why This Streaming Platform Broadcast a Fake Champions League Football Match

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 with fake commentators and referees, and even fake fans.

Viewers were then directed to DIRECTV GO where they could access the real broadcast for free via a seven-day trial of the platform, and see for themselves how DIRECTV offers quality content that’s risk free and at an affordable price.

“Watching TV illegally is a huge problem in Brazil, but many people don’t see it as a crime. The behaviour gained popularity due to the perception that Cable TV companies and streaming services are very expensive. Educational campaigns on the subject are rare and often carry a negative message about criminalisation, with almost no impact. We wanted to do something different to raise awareness of the issue and highlight DIRECTV GO as a platform that provides quality content that’s risk free and at an affordable price.” Filipe Matiazi dreative director at Mirum Brazil

Alexander Rocco, digital growth director at DIRECTV GO added: “Piracy is on the rise in Brazil, so we wanted to demonstrate how there are viable ways to access great quality content without any suspicious links or risks to data security, and most importantly, without infringing on third-party rights. Mirum was a great partner in doing this and we’re delighted with the results following the activation.”

The entry of DIRECTV GO in Brazil aims to make TV more accessible for all. In addition to live channels, the app also offers a complete catalogue of movies, series, and exclusive content, which can be accessed through smart TVs, computers, cell phones and tablets.

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Campaign Title: Pirate Match

Executive Creative Director of Marketing & Acquisitions: Alexander Rocco

Digital Marketing Manager: Alexander Greif

Marketing & Branding Specialist: Fernanda Bonfanti

Corporate Communications Manager: Cassia Monteiro Da Silva Raymundo

Corporate Communications Specialist: Thais Morandini Canova Morrone


Agency: Mirum Agency Brasil

Chief Executive Officer: Robson Ortiz

Global Chief Creative Officer(s): Bas Korsten, Daniel Bonner

LATAM Chief Creative Officer(s): Daniel Minaker, Sebastián Tarazaga

Creative Director: Filipe Matiazi

Associate Creative Director: Victor Keiti

Operations Co-Ordinator: Amanda de Oliveira

Production Lead: Paulo Setti

Art Director(s): Rafael Rudnicki, Daniel Mota

Copywriter(s): Thiago Gabardo, Patricia Machado, Allison Noronha

Motion Graphics Supervisor: Bruno Reynaldo

Motion Designer: Igor Feitoza

Social Team: Vanessa Vieira, Gustavo Candido, Fernando Nunes, Fabiola Cebrian, Juan Silva, Emanuelle Sandri

Media Team: Camila Vaz, Chrystina Mundt, Mariana Erêda, Mellina Azevedo, Larissa Gonçalves

Tech Team: Felipe Gomide, Lizandra Silva, Leandro Mohr, Melchiades Medeiros, Fabio Assunção

Data & Analytics Team: Tiago Moreira, Franchesco Calzolaio, Oscar Neto, Leonardo Cabreira, Guilherme Ferreira, Flávia Clapis, Ector Luiz, Luiz Yamada, Jhonathan Wolff

PR Team: Daniela Andres e Marilia Carzino

Design Team: Nathalia Pereira, Aline Santos, Rafael Rudnicki

Photographer: Vinicius Barreto, João Heim

Account Executive(s): Patricia Rogoski, Alessandra Fraresso, Andressa Sucodolski, Julia Rugno


Production Company: BUZZ CCS - Curitiba

Director: Duda Justus and Lincoln Barela

Executive Producer: Jean Paul

Line Producer: Guilherme Barchik

Director of Photography: Lincoln Barela

Post Production

Post Production Company: BUZZ CCS - Curitiba

Editor: Guilherme Bucco

Make-Up: Letícia Cardoso

Assistant Producer: Hebert Bueno

Casting: Rafael Moura anda Agy Campos

Art Direction: JP Foltran

Art Assistant: Angelo Foltran

Second Art Assistant: Gabriel Loureiro Lima

TV Director: Ricardo Peters

Camera 1: Eduardo Bitencourt

Camera 2: Ezequiel ( Duto )

Camera 3: Felipe Conceição

Camera 4: Sérgio Luiz de Melo

Camera 5: Toni Serpa

Audio Operator: Marcos Moura Fiel

Making of Camera: Átila Pereira

Making of Camera 2: Jhon Victor

VT Operator: Tiago Bertolini

Assistant: Luis Ricardo


Music Company: Toro Audio - Curitiba

Executive Music Producer & Creative Director: Daniela Zandonai and Kelson Diego

Account Manager & Production Co-Ordinator: Mariana Kauchakje

Music Producer: Tiago Mendes

Composer: Tiago Mendes

Arrangement: Tiago Mendes

Mixing & Mastering: Toro Áudio

Sound Design: Toro Audio - Curitiba

Sound Designer: Tiago Mendes

Wunderman Thompson Sao Paulo, Fri, 18 Mar 2022 10:40:51 GMT