Choose a Different Ending

The Metropolitan Police is working with the COI, the UK’s Central Office of Information, to run “Choose a Different Ending”, an interactive film and web site tackling street violence and knife crime. The hard-hitting campaign launched with a 30 second online trailer promoting the site,, a ten second web trailer and a multiple ending TV spot.

You Choose The Ending

Choose A Different Ending is an interactive film that allows you to decide what happens next. You can interact with it, choose what to do and decide how it ends. In Choose A Different Ending you decide whether to live or die.

Click on the image below to play the video in YouTube

Shot from a first person perspective, the interactive viral allows viewers to decide their own destiny by offering a series of choices and pathways which decide their fate. Confronted with a number of different options, such as whether to leave home with a knife or getting in with the wrong crowd, the viewer’s decisions determine their future. An interactive forum also allows viewers to post their own thoughts and reactions to the issues raised.


The Choose a Different Ending campaign was developed at AMV BBDO, London by creative director Paul Brazier, copywriter Martin Loraine and art director Steve Jones.

Filming was shot by director Simon Ellis via Mad Cow Films.

Post production was done at The Mill, London, by executive producer Luke Colson, producer Gin Godden, colourist Aubrey Woodiwiss, Flame artists Paul Downes, Zoe Cassey-Hayes, Jay Bandlish, Final Cut Pro artist James Mortner, compositor Andy Bates, with Shake by Rod Norman and Ben Smith.