While such pop culture icons as Super Mario, Martin Scorsese and Elton John have never really been considered victims before, the ADDA Tunisie campaign shows that they are. Through the crime of illegal downloading, their strong personas are not only being victimized, but also diminished. With every download, people kill games, cinema and music.
Conceived and executed by global agency JWT's Tunisia branch, the ADDA Tunisie campaign was art directed by Mohamed Salah Baccouche and Zrilli Nabil with creative direction by El Zoghlami Ahmed. Photographed by Souissi Douraid, each image is steeped in darkness and fear. Mario, Martin and Elton are all scared out of their wits by the act of downloading.
Hilariously dramatic, the ADDA Tunisie campaign nevertheless has a serious undertone that will hopefully inspire people to obtain entertainment the legitimate way.