Central Office of Information
Knife Crime
AMV BBDO and director Simon Ellis have created a powerful new interactive viral for the COI’s multiplatform Knife Crime ‘Choose A Different Ending’ campaign for the Met Police.
The hard-hitting campaign launched with a 30 second online trailer followed by an interactive website – www.adifferentending.co.uk – a ten second web trailer and a multiple ending TV spot.
The hard-hitting campaign launched with a 30 second online trailer followed by an interactive website – www.adifferentending.co.uk – a ten second web trailer and a multiple ending TV spot.
Director:
Simon Ellis
Production Company:
Mad Cow Films
Agency:
AMV BBDO
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Created by Mill Studio, the thought-provoking new campaign is centred on making the right decisions. Shot from a first person perspective, the interactive viral allows viewers to decide their own destiny by offering a series of choices and pathways which decide their fate. Confronted with a number of different options, such as whether to leave home with a knife or getting in with the wrong crowd, the viewer's decisions determine their future.
"The Different Ending campaign is the perfect example of what Mill Studio does best - creating multiple content elements for a cutting edge multiplatform campaign," explains Luke Colson, Head of Mill Studio. "It's an edgy, powerful and compelling project and we are delighted and proud to have been an integral part of it."
"The Different Ending campaign is the perfect example of what Mill Studio does best - creating multiple content elements for a cutting edge multiplatform campaign," explains Luke Colson, Head of Mill Studio. "It's an edgy, powerful and compelling project and we are delighted and proud to have been an integral part of it."
CreditsCredits
Agency
Agency: AMV BBDO
Producer: Ben Catford
Creative Director: Paul Brazier
Creatives: Steve Jones, Martin Loraine
Production
Production Company: Mad Cow Films
Director: Simon Ellis
Producer: Jonas Blanchard
Director of Photography: Kelvin Richards
Editorial
Editing Company: The Mill
Editors: Matthew Swanpoel, James Mortner
VFX & Design
VFX & Design: The Mill
Executive Producer: Luke Colson
VFX Producer: Gin Godden
2D Artists: Paul Downes, Zoe Cassey-Hayes, Jay Bandlish, Andy Bates, Rod Norman
Assist: Ben Smith
Colour
Colour: The Mill
Colourist: Aubrey Woodiwiss
Colourist: Aubrey Woodiwiss
AwardsAwards
