MCBD releases hard-hitting knife crime ad

LONDON - Miles Calcraft Briginshaw Duffy has created the latest in a string of anti-knife crime ads, aimed at discouraging young Londoners from carrying knives.

The hard-hitting spot for the Metropolitan Police highlights the grave consequences that follow knife attacks.

The TV campaign, which is launching with 60 and 90 second versions, follows a young man who decides to tuck a kitchen knife down his trousers before leaving his house.

As he walks out of his front door and around his estate, people who would be affected by a stabbing, including paramedics, police officers and the friends and family of the victim, start to follow him.

Print and press, radio and online activity supports the TV executions all of which carry the strap line: "Carry a knife, and the consequences will follow."

Credits

Project
Anti-Knife Crime
Client
Kirsten Ross, campaign manager, Metropolitan Police Service
Brief
Communicate the severe and wide-reaching consequences of carrying and using a knife
Creative agency
Miles Calcraft Briginshaw Duffy
Writer
Nick Bird
Art Director
Lee Smith
Planner
Andy Nairn
Media Agency
Mediacom
Media Planner
Duncan Snowden
Production company
Moxie Pictures
Director
James Griffiths
Editor
Art Jones at Speade
Post-production
The Mill
Sound
Wave
Exposure
Music TV, Kiss and Choice radio stations, youth online, schools posters, flyers, London ambient events 

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