Conning the cons by faking the fakes

Only, there is one tiny difference between the Foundation's version and theirs: the Foundation's film stops after 10 minutes. It then thanks the purchasers for their (R40) donation towards the efforts of anti-piracy...!

Copywriters Jason Kempen and Jonathan Smith of TBWA\Hunt\Lascaris explain: "Piracy is a billion rand industry in South Africa where illegal DVDs are available before the movie is out at cinemas. We realised that changing criminal behaviour is near impossible and decided to change consumer behaviour instead."

The net profits raised from the sale of the DVDs will be used to further enforce anti-piracy laws in South Africa. By flooding the market with these copies, the Anti-Piracy Foundation and TBWA\Hunt\Lascaris Johannesburg hope that people will become hesitant to buy pirated discs as they might end up with one of the fake fakes.

The team responsible for the campaign are:

• creative director Camilla Herberstein
• executive creative director Damon Stapleton
• art director Darren Borrino
• copywriter Jason Kempen, and
• copywriter Jonathan Smith

.As of last week, 10 sellers have been strategically placed at intersections around Jo'burg, and a much larger roll-out is planned.