Thursday, July 23, 2009

Knife Crime - a Cutting-Edge Solution

The core demand of any advertising campaign is its inherent need to connect with its target audience – everything else (innovation, creativity) follows this central requirement. Occasionally an advert comes along that not only connects with its audience perfectly, but is also so innovative, creative and unique, it really is too good to ignore.

Those of you au fait with current events will no doubt be aware of the growing knife crime epidemic amongst the UK’s urban teen population. In an attempt to tackle this pressing issue, the Metropolitan Police Force has turned to UK ad agency Abbott Mead Vickers BBDO; a move that’s been rewarded with a stunning interactive campaign.

Starting with a short YouTube video, the viewer sees through the eyes of a teenager and is presented with a choice at the end of the clip; this decision then leads the viewer to the next video clip, with subsequent decisions to choose. Eventually you’ll arrive at a foregone conclusion based upon your actions, which should be pretty obvious from the off, given your altruistic or sadistic tendencies…

Abbott Mead Vickers BBDO has clearly targeted its desired audience through one of the most popular channels amongst this digitally-savvy segment – this alone should be commended. However, their engaging use of digital interaction, along with the casting of authentic kids rather than patronising actors, lends real credibility to the impact this campaign has already had.

Reaching your demographic has always been key. Impressive creative ideas and innovative use of technology is marketing gold. Combining all of these elements is undoubtedly the holy grail of advertising – something that Abbott Mead Vickers BBDO has clearly done with this cutting-edge campaign.

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