Two young design students from London have created an innovative take on anti-piracy advertising for the UK film, TV and video industry.

Leighton Pountney (24) and Omri Dvir (27) will see their idea brought to life in outdoor advertising UK-wide, as well across the Internet.

Called All for the Price of a Ticket, their idea uses till receipts – with a twist – to celebrate the entertainment value behind the purchase price of a DVD, download or cinema ticket. The campaign has been brought to life in the form of a film quiz called Riddle Me Th?s, which features giant receipts, each offering the public the chance to solve clues to great films at, the UK search engine for official film, TV and video.

A host of screen stars are supporting the approach, including BAFTA award winner Adam Deacon and film and TV actress Gemma Atkinson. Their favourite films feature as riddles in the campaign, alongside clues from other film and TV experts, including film critics and bloggers.

Adam Deacon said: “So much time, energy and passion goes into making films and TV shows, so it’s always disappointing if people choose not to pay for your work. It’s great to see a campaign that celebrates the entertainment value you get back from your DVD, download or cinema ticket.”

Gemma Atkinson added: “It’s refreshing to see the industry creating a campaign like this with the young people it hopes to inspire. The riddle element is a great way to get people thinking about how film and TV makes you feel – and whether that feeling is something worth paying for.”

The students behind the campaign first submitted their idea to the YCN Annual Student Awards, which spotlight young talent by challenging students to answer a live creative brief. The Industry Trust for IP Awareness, which commissioned an anti-piracy brief for the 2012 Awards, spotted the potential of the concept – and is working with its industry partners to bring it to life.

The new advertising will form part of the UK film, TV and video industry’s £5 million Moments Worth Paying For campaign, which spans cinema, outdoor advertising, PR and social media. It will feature in Clear Channel advertising spaces UK-wide from tomorrow as well as on and a wealth of other film and TV industry websites.

To put your film know-how to the test, visit managed to get an exclusive interview with Adam Deacon at the premiere of his somewhereto_ short film. Check out the full uncut interview below.