# Piracy-Fighting Posters TBWA Italy's First Floor Under Campaign Respects Creative Expression By Meghan Young | Published 2011-05-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/first-floor-under References: [fubiz.net](http://www.fubiz.net/2011/05/13/first-floor-under-campaign/) & [tbwa.it](http://www.tbwa.it/#/ITA/home) I don't think there could have been a better way, both creatively and craftily speaking, of course, to create anti-piracy posters such as those seen in the First Floor Under ad campaign than with strategically placed CDs. I mean, it really drives the point that not only should artistic expression be respected, but also that the era of CDs did just that. Conceived and executed by [TBWA Italy](https://www.trendhunter.com/trends/mcdonalds-france-1), the First Floor Under ad campaign centers around six posters, each of which depicts a different [musical icon](https://www.trendhunter.com/trends/freaks-store-2) such as Bob Marley, Jimi Hendrix, Aerosmith and Elvis. According to Fubiz, these posters were also rendered into [stop-motion animation](https://www.trendhunter.com/trends/pointillism), which would really make this First Floor Under ad campaign rock out, that's for sure. ## Trend Insights (Trend Hunter) - Score: 5.8/10 - Popularity: 81% | Activity: 85% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **Anti-piracy Posters:** The use of strategically placed CDs to create anti-piracy posters presents a disruptive innovation opportunity in the fight against intellectual property theft. - **Respecting Creative Expression:** The First Floor Under ad campaign highlights the importance of respecting artistic expression, opening up avenues for disruptive innovation in promoting copyright protection. - **Animated Advertising:** The incorporation of stop-motion animation in the First Floor Under ad campaign showcases the potential for disruptive innovation in captivating and engaging advertising campaigns. ### Who This Affects Most - **Advertising:** The First Floor Under ad campaign demonstrates disruptive innovation opportunities in creating impactful and memorable advertising campaigns. - **Music:** The use of musical icons in the First Floor Under ad campaign presents an opportunity for disruptive innovation in promoting copyright protection within the music industry. - **Intellectual Property Protection:** The First Floor Under ad campaign highlights the need for disruptive innovation in the field of intellectual property protection, particularly in combating piracy and unauthorized use of creative works. ## Related on Trend Hunter - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [Creative Music-Based Campaigns](https://www.trendhunter.com/trends/music-deserves-bose.md) - [Music-Inspired Avatar Campaigns](https://www.trendhunter.com/trends/see-yourself-in-sound.md) - [Vibrant Retro Transport Campaigns](https://www.trendhunter.com/trends/public-transport-safety.md) - [Lyrics-Inspired OOH Campaigns](https://www.trendhunter.com/trends/lyricsinspired-ooh-campaign.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Groundbreaking AR Posters](https://www.trendhunter.com/trends/windooh.md) - [Traveling Fine Art Campaigns](https://www.trendhunter.com/trends/get-out-there.md) - [Night QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-night-posters.md)