The One Show

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2023 One Show - Branded Entertainment

The Pirate Match

Agency Mirum Agency Brazil / Curitiba + Buzz Creative Content Studio / Curitiba + Toro Audio / Curitiba

Client Directv Go


Innovation & Transformation / Innovation in Branded Entertainment

Annual ID


About the Work

In order to impact sports consumers when they're having fun, entertainment is a must. The Pirate Match aimed at consumer's behavior during live football games. People searching for pirate broadcasts of Manchester vs. Atlético on the Champions League found a match with players, uniforms, commentators, and football, all 100% fake. Over 90 minutes of entertainment that set football fans in 29 countries abuzz with the opportunity to leave the pirate life behind, with just one click. This idea put DIRECTV GO face to face with consumers of pirated content; and the brand, instead of confronting them, turned them into customers. Historically, the television industry has approached the piracy issue with a monotonous and repetitive message, portraying the users as criminals. In 2021, DIRECTV GO started offering the country's first 100% legal IPTV service. A product that was not only more accessible than those offered by their regular TV competitors, but more stable and safe than those offered by the underground, featuring live sports broadcasts as its main attraction. A service that had 21% of its target audience among consumers of pirated content. The brand, which is still unknown in the country, wants to be considered by consumers of live football broadcasts. Using a Search Ads strategy, we purchased words used by piracy consumers in their searches. For instance, searching "watch champions league free" triggered our ads on the top results. These ads led to our landing page, where we broadcast 90 minutes of Mão Chester United vs. Atlético de Mandirituba, scripted to include bizarre moments, like an unethical referee and a Cristiano Ronaldo look-alike who couldn't play at all. In order to bridge the content and our brand, DIRECTV GO was a sponsor of the fake match, offering instant access to the TNT Sports broadcast of the real game, and a 7-day free trial of the app, through two ad formats: 1. vignettes every 5 minutes with a QR Code to the real match; 2. click-to-watch pop-up banners (a classic of pirate websites), leading to the real match. The full fake match and play-by-play review are available at

2023 Awards

Total Points: 3




Mirum Agency Brazil / Curitiba

Production Company

Buzz Creative Content Studio / Curitiba
Toro Audio / Curitiba

Creative Director

Filipe Matiazi

Motion Designer

Igor Feitoza


Paulo Setti

Account Executive

Andressa Sucodolski

Associate Creative Director

Victor Keiti

Account Director

Patricia Rogoski


Robson Ortiz

Content Manager

Vanessa Vieira

Creative Operations Coordinator

Amanda Oliveira

Data & Analytics

Franchesco Calzolaio
Tiago Moreira

Design Manager

Nathalia Pereira

Digital Marketing Manager

Alexander Greif

Executive Director of Marketing & Acquisitions

Alexander Rocco

Global CCO

Bas Korsten
Daniel Bonner

Head of copy

Thiago Gabardo


Daniel Minaker
Sebastian Tarazaga

Marketing & Brand Specialist

Fernanda Bonfanti

Media Analyst

Mariana Erêda

Media Director

Camila Vaz

Media Manager

Chrystina Mundt

Motion Graphics Supervisor

Bruno Reynaldo

Tech Analyst

Leandro Mohr

Tech Manager

Lizandra Silva

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