The Metropolitan Police in the UK ran an interactive advertising campaign in 2010, “Who Killed Deon?”, designed to educate young people aged 13-15 about the risks of being charged under joint enterprise, and ensure ongoing awareness of the police commitment to tackle knife and gun crime. Playing a role in any serious crime could lead young people being charged with the same crime as the main perpetrator under joint enterprise. The joint enterprise campaign began with a followup to the success of “Choose a Different Ending“, with DVDs of the anti-knife series being distributed by street teams and radio ads introducing the concept of joint enterprise. The second phase introduced an interactive online film online at www.facebook.com/whokilleddeon. The campaign won four Gold awards at the British Arrows last week.
The Who Killed Deon? story introduces six characters, five of whom are found guilty of the murder of Deon. Only one of the characters has no involvement in the murder and is shown cooperating with the police. Six character films each show a different connection to the murder and why the character was charged by the police for murder even though their involvement may appear to have been minimal. Advertising across relevant online sites, targeted youth TV channels and radio were used to drive young people to the film and interact with it.
The Who Killed Deon film series has been produced in DVD form and was distributed through street teams over December 2010/January 2011. The new edit of the film telling the 6 character stories in one film has been released and aims to re-engage current fans and create discussion.
Click on the image below to play the video in YouTube (HD)
The Who Killed Deon campaign was developed at Abbot Mead Vickers BBDO, London, by executive creative director Paul Brazier, creative directors Martin Loraine and Steve Jones, art directors/copywriters Laurent Simon and Aidan McClure, agency producer Rebecca Scharf.
Filming was shot by director Simon Ellis via Mad Cow, London, with producer Jonas Blanchard and executive producer Pete Chambers.
Editor was Matthew Swanpoel. Post production was done at The Mill, London, by producer Luke Colson and colorist Aubrey Woodwiss, with AMV Lab digital colorist Suzy Norton, online editor James Mortimer. Sound was produced at 750 MPH by sound engineeer Ben Gulvin.
Music is “Shogun of the Dark”, by Sam Ashwell (Vent).