CHOOSE A DIFFERENT ENDING
MET POLICE
Teenagers were carrying knives thinking they offered protection, but Met Police wanted to show the reverse was true. The target audience didn’t engage with conventional media and rejected police messaging on sight, so we created an unbranded interactive game they played on YouTube without ever knowing it was actually a Met Police campaign.
Annotation technology enabled viewers to choose what happened next. Carry a knife? Go to a party? Stab an opponent? After experiencing consequences of their choices, viewers could choose a different ending. Directed by Simon Ellis.
Creatives: Martin Loraine & Steve Jones
CDs: Martin Loraine & Steve Jones
15 YEARS AS CD OF THE MET
After winning the pitch, the business problem was that key audiences didn’t consume traditional media, and when they did see it, rejected police messaging on sight. In addition, despite being under pressure to reach people about issues such as knife crime, the Met’s budgets were extremely low.
The solution was to take the messages to where the audience were – YouTube, social media, and schools. Which also helped solve the media budget problem. And once there, we disguised messaging as unbranded games and content.
To work within tiny production budgets we made sure ideas were as dramatic as the issues, so production companies were willing to invest to give their directors impactful scripts.
We formed a great partnership with Met clients over the years and made lots of great work, winning Grand Prix at Cannes and Golds at Cannes, Clios, British Arrows, Creative Circle, & Campaign Big.
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Cannes
GRAND PRIX
GOLD X 3
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British Arrows
GOLD
CRAFT GOLD
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Campaign Big
GOLD
SILVER x 2
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Kinsale
GRAND PRIX
GOLD x 2
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Epica
GRAND PRIX
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Creative Circle
GRAND PRIX
GOLD x 2