Published: 19th November 2012

Students put new twist on anti-piracy adverts

Screen stars support innovative new approach, which launches nationwide today

Two young design students from London have created an innovative take on anti-piracy advertising for the UK film, TV and video industry.

Leighton Pountney (24) and Omri Dvir (27) will see their idea brought to life in outdoor advertising UK-wide, as well across the Internet from today. Called All for the Price of a Ticket, their idea uses till receipts – with a twist – to celebrate the entertainment value behind the purchase price of a DVD, download or cinema ticket. The campaign has been brought to life in the form of a film quiz called Riddle Me Th?s, which features giant receipts, each offering the public the chance to solve clues to great films at, the UK search engine for official film, TV and video.

A host of screen stars are supporting the approach, including BAFTA award winner Adam Deacon and film and TV actress Gemma Atkinson. Their favourite films feature as riddles in the campaign, alongside clues from other film and TV experts, including film critics and bloggers.

Adam Deacon said:

“So much time, energy and passion goes into making films and TV shows, so it’s always disappointing if people choose not to pay for your work. It’s great to see a campaign that celebrates the entertainment value you get back from your DVD, download or cinema ticket.”

Gemma Atkinson added:

“It’s refreshing to see the industry creating a campaign like this with the young people it hopes to inspire. The riddle element is a great way to get people thinking about how film and TV makes you feel – and whether that feeling is something worth paying for.”

The students behind the campaign first submitted their idea to the YCN Annual Student Awards, which spotlight young talent by challenging students to answer a live creative brief. The Industry Trust for IP Awareness, which commissioned an anti-piracy brief for the 2012 Awards, spotted the potential of the concept – and is working with its industry partners to bring it to life.

Omri Dvir, one of the students behind the campaign, said:

“We’re thrilled that our idea is being turned into a real campaign. We wanted to get across the point that the price of your film or TV show is great value for all the enjoyment you get in return. You get magical worlds, futuristic technology, great memories and of course countless pub conversations.”

Liz Bales, Director General of The Industry Trust for IP Awareness, which commissioned the campaign on behalf of the UK film, TV and video industry, said:

“We’re delighted to be bringing Omri and Leighton’s idea to life. Our research shows that nearly half of young men today access some of their entertainment from unauthorised sources. So who better to take inspiration from than the generation of people we are hoping to reach?”

The new advertising will form part of the UK film, TV and video industry’s £5 million Moments Worth Paying For campaign, which spans cinema, outdoor advertising, PR and social media. It will feature in Clear Channel advertising spaces UK-wide from tomorrow as well as on and a wealth of other film and TV industry websites.

To put your film know-how to the test, visit

Notes to editors

The Industry Trust for IP Awareness

The Industry Trust is the UK film, TV and video industry’s pro-copyright consumer education body, established in 2004 to tackle the growing issue of film, TV and video copyright infringement in the UK. Today it has more than 30 members, including film and TV distributors, cinemas, DVD retailers and home entertainment rental companies. Its role isn’t to lecture people about downloading illegal content. It’s to inspire consumers to do the right thing at every opportunity possible, by directing to the array of official (legal), good value and convenient services available now online and offline. Find out more at

Moments Worth Paying For

The Industry Trust for IP Awareness launched its ‘Moments Worth Paying For’ campaign in 2011; the latest chapter in its ongoing work to address copyright infringement in the UK. In 2011 ‘Moments Worth Paying For’ featured in cinema ad reel estate and in Clear Channel spots across the UK. It also enjoyed a significant presence online, including some innovative media partnerships with Total Film and 4OD. A high impact PR campaign complements the advertising by informing the target audience about the growing wealth of ways to watch film, TV and video, both on and offline. is one of the UK’s leading websites for film fans looking to watch, buy, download, stream or rent legitimate film, TV and video. The website offers more than 36,000 film and TV shows across all formats, from cinema to DVD and Blu-ray, as well as download and streaming services. Visitors can search by title and talent, and can sort their results by price and format.