Metropolitan Police: WHO KILLED DEON by AMV BBDO London for The Metropolitan Police

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Metropolitan Police: WHO KILLED DEON

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Industry Public awareness, Public Safety, Health & Hygiene
Media Film
Market United Kingdom
Agency AMV BBDO London
Director Simon Ellis
Executive Creative Director Paul Brazier
Creative Director Martin Loraine, Steve Jones
Art Director Laurent Simon
Copywriter Aidan Mcclure
Producer Jonas Blanchard
Editor Matt Swanpoel
Released June 2011

Awards

Epica Awards 2011
Film Public Interest Bronze

Credits & Description

Type of Entry: Product & Service
Category: Public Awareness Messages
Title: WHO KILLED DEON
Advertiser/Client: THE LONDON METROPOLITAN POLICE
Product/Service: ANTI KNIFE CRIME
Entrant Company: ABBOTT MEAD VICKERS BBDO London, UNITED KINGDOM
Advertising Agency: ABBOTT MEAD VICKERS BBDO London, UNITED KINGDOM
Executive Creative Director: Paul Brazier
Creative Director: Steve Jones/Martin Loraine
Art Director: Laurent Simon
Copywriter: Aidan Mcclure
Agency Producer: Rebecca Scharf
Production Company: MAD COW FILMS London, UNITED KINGDOM
Director: Simon Ellis
Producer: Jonas Blanchard
Editor: Matt Swanpoel
Sound Design/Arrangement: Ben Gulvin @ 750mph.
Music: Artist/Title: Sam Ashwell (Vent) 'shogun Of The Dark'
Post Production: The Mill
Other Credits: Executive Producer: Pete Chambers./
Brief Explanation:
The Metropolitan police are using a law called Joint Enterprise to tackle the problem of gang violence in London. Joint Enterprise means if you’re involved in a fatal attack you don’t have to wield the weapon to be guilty of murder. We wanted to target teenagers on the periphery of gangs and make them think twice about getting involved in any form of gang violence. These kids are more likely to listen and subsequently disrupt the deadly chain of events that lead to a murder. We created a fictional ‘whodunit’ comprising of 8 different films to educate our audience about Joint Enterprise. We invited viewers to hunt for the killer by watching the stories of six different suspects. By watching each video, the viewers discovered that each suspect had a role to play in the murder. Everyone involved was then charged with murder because in this whodunit, everyone gets charged with murder.
An unbranded trailer shown on MTV, VIVA, NME, and Flava between the 1st -12th September showed the murder. This drove our audience to a Facebook page where they could watch the videos of the six different suspects. All the points of view were then combined to create a short film, which was shown in local cinemas between the 13th- 19th December.