BUS by AMV BBDO London for The Metropolitan Police

BUS

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Industry Public awareness, Public Safety, Health & Hygiene
Media Radio
Market United Kingdom
Agency AMV BBDO London
Released June 2012

Awards

Cannes Lions 2012
Radio Lions Best Scriptwriting Bronze

Credits & Description

Type of entry: Craft
Category: Best Scriptwriting
Advertiser: LONDON METROPOLITAN POLICE
Product/Service: PUBLIC AWARENESS MESSAGE
Agency: ABBOTT MEAD VICKERS BBDO London, UNITED KINGDOM
Advertiser LONDON METROPOLITAN POLICE
Product PUBLIC AWARENESS MESSAGE
Entrant ABBOTT MEAD VICKERS BBDO London, UNITED KINGDOM
1 of 2 Campaign
Type of Entry: Craft
Category: Best Scriptwriting
Title: BUS
Advertiser/Client: LONDON METROPOLITAN POLICE
Product/Service: PUBLIC AWARENESS MESSAGE
Entrant Company: ABBOTT MEAD VICKERS BBDO London, UNITED KINGDOM
DM/Advertising Agency: ABBOTT MEAD VICKERS BBDO London, UNITED KINGDOM


Brief Explanation
Campaign was to help reduce incidents of street robbery by encouraging Londoners to keep their valuables hidden from the sight of thieves (particularly at key transport locations).
Street robbery is an opportunists’ business, and when emerging from a tube station and retrieving mobile signal, many people’s instinctive behaviour is to take out their phone to check messages or give someone a call. This campaign dramatizes the casual use of possessions when out and about from the perspective of the thief. It sought to raise awareness of the problem, encouraging Londoners to reassess their habits and keep their valuables properly hidden