CHOOSE A DIFFERENT ENDING (2009)

Winner of Cannes Lions' inaugural Grand Prix for Good, 3 Gold Lions, Best European Web Film and many others (listed below). An anti-knife crime campaign for the Metropolitan Police by AMV/BBDO aimed at 13-15 year old boys in London. Filmed from the point of view of a teenage boy, Choose a Different Ending allows users to interact with a series of films on YouTube to decide what happens next.

The campaign aims to dispel the myth that carrying a knife gives you protection and provoke young people to think carefully about their decisions by showing them the various consequences of carrying a knife. The film was promoted through advertising across relevant online sites, MTV channels and radio stations.

“In these days of violence and shocking gornography, it's hard to be sickened by anything on TV, but here my stomach turned. Great filming, great acting, great work.”
- Noel Bussey, Campaign Magazine

AWARDS /
Inaugural Grand Prix for Good (Cannes Lions 2010)
Platinum (Creative Circle Awards 2010)
Gold, Public Health and Safety (Cannes Lions 2010)
Gold, Online Advertising (Cannes Lions 2010)
Best European Web Film (CFP Europe/Cannes Lions 2010)
Grand Prix, Integrated (Epica Awards 2010)
Gold, Online Advertising (Creative Circle Awards 2010)
Gold, Best Viral (Creative Circle Awards 2010)
Gold, Public Service Advertising (BTAA Arrows 2010)
Gold, Digital Campaign (Campaign BIG Awards 2010)
Gold, Digital Craft (Kinsale Sharks 2010)
Gold, Digital Fresh Thinking (Kinsale Sharks 2010)
Gold, Best Use of Viral Marketing (New Media Age Awards 2010)
Best New Director (BTAA Craft Awards 2009)
Winner, Integrated (BIMAS 2010)
Winner, Advertising (BIMAS 2010)
Winner, Public & Private Sector Businesses (EACA Care Awards 2010)
Winner, Digital (Blades 2010)
Winner, Public Sector (Blades 2010)
Best Campaign of 2009 (Osocio)
Silver, Digital Viral (London International Awards 2009)
Silver, Digital Interactive (London International Awards 2009)
Bronze, Film (Epica Awards 2010)
Bronze, Direct (Epica Awards 2010)
Diploma, Direct Response (BTAA Arrows 2010)