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Pick It Up

Award: Wood Pencil

Wood Pencil / Online Advertising / Online Advertising / 2009

Our brief from The Home Office was to create awareness around the dangers of carrying a knife. Our solution was simple: make people realise that picking up a knife when you go out is not like picking up a set of keys – it can have dire consequences. As the user engages with the banner a hand appears to pick up the knife. If the user clicks to pick it up, they are instantly thrown into the terrifying reality of a stand off involving that knife. At the end of the video, the following on-screen message appears: 'Pick up a knife, and you're more likely to get stabbed'.

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