WHO KILLED DEON?
MET POLICE
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.
The year after ‘Choose a Different Ending’, ‘Who Killed Deon?’ was the world’s most awarded film series.
People were becoming involved in ‘beefs’ unaware that Joint Enterprise meant anyone involved in an unlawful death could be prosecuted for murder, even if they played no physical part in it.
Our Facebook campaign told a multi-strand story 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 was used in schools to educate pupils on Joint Enterprise and was distributed in DVD form by street teams throughout London . A split screen film showing the whole story happening simultaneously won a Cannes Silver. Directed by Simon Ellis.
Creatives: Aiden McClure & Laurent Simon
CDs: Martin Loraine & Steve Jones
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Clio
GOLD
BRONZE
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Campaign Big
GOLD
SILVER x 3
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Cannes Lion
SILVER
BRONZE
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BIMA
GRAND PRIX
GOLD
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British Arrows
SILVER x 4
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LIA
GOLD x 2
SILVER
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Creative Circle
SILVER x 5
BRONZE
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ONE SHOW
BRONZE X 2
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KINSALE
SILVER x 2