WHO KILLED DEON SOCIAL

MET POLICE

Our ‘Who Killed Deon?’ social campaign was the world’s most awarded film series in its launch year.

People were becoming involved in ‘beefs’, unaware that under Joint Enterprise law, anyone knowingly involved in an unlawful death could be prosecuted for murder, even if they didn’t physically commit it.

Our campaign told a multi-strand story on Facebook, enabling audiences to follow 6 people becoming involved in a murder. A whodunnit structure was used to engage audiences who then discovered that, thanks to Joint Enterprise, everyone ‘dunnit’.

The campaign is used in schools to educate pupils and was distributed on DVD by street teams in London.

The campaign won IPA Gold for Facebook’s Best Demonstration of Consumer Participation. It achieved 103,905 unique visitors, with 29,142 liking the page on Facebook. An average of 3.5 videos were watched. was 4.5 times more efficient than budgeted, generated a payback of £8.50 for every £1 spent.

A split screen film of all 6 stories happening simultaneously won a Cannes Silver. Directed by Simon Ellis.