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WHO KILLED DEON?

文案cnen
Search Who Killed Deon?
基本信息
行业: 专业与公共服务
媒体:推广与活动
时间:2010年10月
投放:英国
风格: Minimalism
说明cnen
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.

Brief Explanation:
A mixture of local kids from London estates and actors from youth theatre projects were used for all the films. This made the campaign more credible amongst our audience and encouraged the kids to spread the message themselves
制作信息
品牌:
广告公司:
执行创意总监:
创意总监:
文案:
美术指导:
制作公司:
制片:
导演:
剪辑:
其他职位:Team: Aidan McClure, Laurent Simon
On Line Post: The Mill
Sound Engineer: Ben Gulvin @750MPH
Music: Sam Ashwell (Vent) "Shogun of the Dark" Grade: Aubrey Woodwiss - The Mill, Suzy Norton - The Lab Online: James Mortner - The Mill
奖项
戛纳国际创意节 2011
银奖 影视
Product & Service
戛纳国际创意节 2011
铜奖 影视制作
Film Craft
克里奥奖 2011
铜奖 影视
Public Service Television/Cinema
Golden Award of Montreux 2011
金奖章 媒介应用
Best Use of Mixed Media
伦敦国际广告节 2011
金奖 影视
Public Service/Social Welfare
伦敦国际广告节 2011
银奖 影视
Public Service/Social Welfare
EPICA (Europe's Premier Creative Awards) 2011
铜奖 影视
Public Interest
The Cresta Awards 2011
优胜奖 制作
Craft Cinema - Direction
British Arrows 2011
银奖
Best Over 90 Second Cinema Commercial
British Arrows 2011
银奖
Cinema Advertising
British Arrows 2011
银奖
Direct Response
British Arrows 2011
银奖
Public Service Advertising
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