London teenagers were carrying knives in the mistaken belief that they offered protection. The Metropolitan Police wanted to communicate that the reverse was true. A series of films was created for YouTube using annotation technology, enabling viewers to choose what happenednext. Carry a knife? Go to a party? Stab an opponent? After experiencing the consequences of their choices, viewers were invited to ‘choose a different ending’. For the film, and for their life. In total there were 21 films and ten different endings. The response was 78% awareness, thehighest ever for a Met campaign, and to date, 2,628,350 views.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.