The Metropolitan Police DM NECKLACE by AMV BBDO London


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Industry Public awareness
Media Direct marketing
Market United Kingdom
Agency AMV BBDO London
Executive Creative Director Paul Brazier
Released October 2012

Credits & Description

Category: Direct response broadcast: TV, radio & infomercials
Creative Directors: Marting Loraine (AMV BBDO)
Executive Creative Director: Paul Brazier (AMV BBDO)
Art Directors: Prabhu Wignarajah (AMV BBDO)
Creative Directors: Steve Jones (AMV BBDO)
Art Directors: Jeremy Tribe (AMV BBDO)
Writers: Jeremy Tribe (AMV BBDO)
Writers: Prabhu Wignarajah (AMV BBDO)

Client Brief Or Objective
The objective of this campaign was to reduce the incidence of street robbery by encouraging Londoners to keep their valuables hidden from the sight of thieves.

The strategy was ‘thieves see your possessions differently’. To execute this we took one commonly stolen item per radio ad (smartphone, pendant, tablet) and wrote a tribute to it, celebrating the emotional value of the item and its personal importance to the individual. This sense of value was built up and then stripped away in one final line, where the item is revealed as nothing more than a small amount of money to a thief.

By juxtaposing the significant personal value to the individual against the paltry monetary value to the thief, we dramatized the importance of looking after your possessions.

The campaign achieved the following results from listeners; - 85% advised others to keep their belongings safe- 84% kept their belongings hidden- 84% have been more vigilant when using their phone, tablet or displaying jewellery in the street.- 83% now realise how thieves might see their possessions.