The Intellectual Property Awareness Foundation (IPAF) has appointed Droga5 to promote the value of copyright in film and television.
Inaugural Chair of IPAF, Maureen Barron, said:“At a time when accessing digital content for free has never been so easy, we’re encouraging Australians to support local business and go to the cinema, buy a genuine DVD, and choose to purchase a title from legitimate online alternatives.
"There’s no doubt that this is a big challenge, but it’s one we believe is achievable given the creative ability, the unconventional approach and the commitment that Droga5 offers this demanding brief.”
IPAF serves to promote the value of the film and television industry by raising awareness and appreciation of intellectual property and its value in society. It is supported by suburban cinemas, local DVD retail and rental stores, distributors, post-production companies, Australian filmmakers, film and television agencies including the Australian Federation Against Copyright Theft [AFACT], and the Motion Picture Association [MPA].
Droga5 have been tasked with the challenge of creating a campaign for IPAF to motivate
"This brief requires a fresh approach from an industry that’s sometimes jaded by briefs like this. Many agencies are still grappling with using media in non-traditional ways, whereas Droga5 seems to understand this transition innately, and we’re excited about what we might be able to achieve together,” says Barron.
In 2005, the Australian film industry lost a reported $230 million in potential revenue, or 11% of the total market, as a result of piracy, while US$18.2 million is lost annually to piracy worldwide.
“The value of Intellectual Property is an issue as alive in our own industry as film and television’s, so this is a brief close to our hearts,” says creative chairman at Droga5, David Nobay, .