This campaign for the UK’s Metropolitan Police uses YouTube in an absolutely brilliant way. Tasked with preventing knife crime, this work was designed to show how the decision to carry a knife leads to unforeseen consequences. The campaign tells the story of a young man who is faced with choices over the course of his day. The story unfolds in serial installments, and each video chapter gives the viewer an opportunity to make choices, and thus determine the fate of the character. You can choose various routes through the tale, and follow to see where each path leads. Below is the first film from the effort. Spend some time with this campaign on YouTube, interact with the narrative, and you’ll discover why it’s been such an amazing success story in Britain. Produced by AMV BBDO, this has received countless awards in a variety of categories, and will likely continue its streak at Cannes.
- ContentChemics: RT @Cannes_Lions: Dan Wieden is speaking at #CannesLions for the first time in many years. He's on stage with @BBHegarty http://t.co/zJJaWOAg @WiedenKennedy »
- mhazan: RT @Cannes_Lions: Dan Wieden is speaking at #CannesLions for the first time in many years. He's on stage with @BBHegarty http://t.co/zJJaWOAg @WiedenKennedy »
- JWTWWCC: RT @Cannes_Lions: Jeff Benjamin on what it feels like to be on stage at #CannesLions in our Great Stories Start in Cannes series @cpbjeff http://t.co/sX23s44h »
- sarskie: RT @Cannes_Lions: Dan Wieden is speaking at #CannesLions for the first time in many years. He's on stage with @BBHegarty http://t.co/zJJaWOAg @WiedenKennedy »
- Kopec: RT @Cannes_Lions: Dan Wieden is speaking at #CannesLions for the first time in many years. He's on stage with @BBHegarty http://t.co/zJJaWOAg @WiedenKennedy »
- _benroberts: RT @Cannes_Lions: Dan Wieden is speaking at #CannesLions for the first time in many years. He's on stage with @BBHegarty http://t.co/zJJaWOAg @WiedenKennedy »
- ADS_GRAY: Unbelievable line up @Cannes_Lions: Dan Wieden is speaking at #CannesLions for the first time in many years http://t.co/JmbaZ9qI »
- FD2DFASHION: RT @rachel_arthur: Fashion brands: you should definitely be thinking about entering the new branded content category at #canneslions http://t.co/K8aoo8Pz »
- cookiehero9: RT @Cannes_Lions: Dan Wieden is speaking at #CannesLions for the first time in many years. He's on stage with @BBHegarty http://t.co/zJJaWOAg @WiedenKennedy »
- neverendinstory: RT @rachel_arthur: Fashion brands: you should definitely be thinking about entering the new branded content category at #canneslions http://t.co/K8aoo8Pz »
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