HARD CALLS SAVE LIVES
MET POLICE
I’ve interviewed every kind of police officer and heard a lot of harrowing stories. But nothing on the level of the interviews that informed this campaign. It was a life experience to interview these incredible women about the worst moment of their lives. And a privilege.
Director Seb Edwards persevered brilliantly through months of delays to shoot this film, OLA, social, radio, & poster campaign during full Covid lockdown.
https://www.bbc.co.uk/news/uk-england-london-56660560
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.
Creative: Martin Loraine
CD: Martin Loraine
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British Arrows
SILVER
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Clio
SILVER
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D&AD
WOOD PENCIL