"If you're an artist you should protect your work" says some anonymous guy in this ad, because of course we should all wear oak barrels around our body to protect us from pickpockets, it's up to us to protect from wrongdoers. Yeah? No. If you do disable right-click on your portfolio site, people will complain, if you add DRM people will scream, and if you don't people will pass your copyrighted works on like Wil Wheaton just experienced. It is indeed a complicated issue, as in damned if you do and damned if you don't.

“We were asked to come up with an entertaining way to draw attention to a complicated subject in the new digital world.” said Bernard Urban, President and Creative Director of Gigantic, “I think this work does an awesome job of doing that.”

Check http://www.dontscrewus.org for more.
The campaign includes a microsite, Twitter stream @dontscrewus and a YouTube Channel featuring a video directed and edited by Greg Olliver of Secret Weapon Films.

The campaign, intended for a young media and communications audience that includes, art directors, designers, art buyers and editors, approaches the subject in a confrontational way, but still manages a humorous tone. “We didn’t want the tenor to be preachy,” said Urban, “we were certain to avoid taking that route, which is an easy thing to do with a complex subject like this.”
When asked about the project, Stephen Mallon, President of the New York chapter of ASMP, declared, “I am ecstatic with the look and outcome of the work.”

Creative Director: Bernard Urban Copywriter: Andrew Payton Graphic Design: Omar Mrva Programming: John Rito Flash Programming/Design: Kelly Bray Producer: Greg Olliver Director/DP: Greg Olliver Editor: Greg Olliver Camera: Karim Raoul http://www.dontscrewus.org/

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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