Microsoft

Cross-media campaign to raise awareness about the spread within the Italian market of the illegal and non original Microsoft software which covers almost 50% of their share. At SMAU in Milan, the most important IT trade fair in Italy, we set up a corner which was branded with the operation name “Pirate inside”. Here some hostesses handed out free “pirate” copies of Office 2010 to the people attending the event. The CDs eventually contained a warning on not to use illegal software. We released the videos of people’s reactions on a dedicated website (www.microsoft.it/antipirateria) linked to all Microsoft sites as well as on YouTube, with the possibility to share them on social networks. This work has been awarded with the 2nd Global Best Practice project by the Microsoft Co. Global Creative Committee which is held every year in Seattle.