Metropolitan Police: Anti-Knife Crime

Credits:

The Metropolitan police is to launch a major TV campaign, Operation Blunt, in a bid to get young people to think about the consequences of carrying a knife.

Ad agency MCBD's TV commercial aims to show young people that carrying a knife can escalate minor situations into potentially lethal ones.

The ad, which uses the strapline "Carry a knife and the consequences will follow", tells the story of a young boy at home who nonchalantly slips a knife into his pocket and heads out.

Project: Anti-Knife Crime
Client: Kirsten Ross, campaign manager, Metropolitan Police Service
Brief: Communicate the severe and wide-reaching consequences of carrying and using a knife
Creative agency: Miles Calcraft Briginshaw Duffy
Writer: Nick Bird
Art Director: Lee Smith
Planner: Andy Nairn
Media Agency: Mediacom
Media Planner: Duncan Snowden
Production company: Moxie Pictures
Director: James Griffiths
Editor: Art Jones at Speade
Post-production: The Mill
Sound: Wave
Exposure: Music TV, Kiss and Choice radio stations, youth online, schools posters, flyers, London ambient events