A multi award-winning interactive advertising campaign by AMV/BBDO for the Metropolitan Police, designed to educate young teenagers about the risks of being charged under Joint Enterprise (playing a role in any serious crime could lead to being charged with the same crime as the main perpetrator).

The story introduces six characters; six perspectives showing a different connection to the murder and why the character was charged for it.

The series was produced in DVD form and distributed throughout London by street teams over December 2010/January 2011. A final 'cinema version' of the film (below), exhibited in London theatres, tells the six character stories in one coherent strand.

AWARDS /
Grand Prix (BIMAS 2011)
Grand Prix for Excellence in Digital Stakeholder Relations (Digital Impact Awards 2011)
Gold, Innovative Media (Clio Awards 2011)
Gold, Integrated Campaign (Campaign BIG Awards 2011)
Gold, Integrated Campaign (London International Awards 2011)
Gold, Digital - Public Service/Social Welfare (London International Awards 2011)
Gold, Best Direction (Cresta International Advertising Awards 2011)
Gold, Mixed Media (Montreux Advertising Festival 2011)
Gold, Best Use of Online Video (Digital Impact Awards 2011)
Gold, Best Use of Social Media Platforms (Digital Impact Awards 2011)
Gold, Best Use of Online Video (Digital Impact Awards 2011)
Winner, Public Sector Communication (IVCA Clarion Awards 2011)
Winner, Government, Public Sector & Information (BIMAS 2011)
Silver, Public Awareness (Cannes Lions 2011)
Silver, Public Awareness (Creative Circle Awards 2011)
Silver, Best Direction (Creative Circle Awards 2011)
Silver, Best Editing (Creative Circle Awards 2011)
Silver, Best Cinema Commercial (Creative Circle Awards 2011)
Silver, Best Public Service Commercial (Creative Circle Awards 2011)
Silver, Public Service Advertising (BTAA Arrows 2011)
Silver, Cinema Advertising (BTAA Arrows 2011)
Silver, Direct Response (BTAA Arrows 2011)
Silver, Best Cinema Commercial (BTAA Arrows 2011)
Silver, Digital Craft (Kinsale Sharks 2011)
Silver, Digital Fresh Thinking (Kinsale Sharks 2011)
Silver, Direct Response (Campaign BIG Awards 2011)
Silver, Film (Campaign BIG Awards 2011)
Silver, Interactive (Campaign BIG Awards 2011)
Silver - TV/Cinema/Online - Public Service/Social Welfare (London Int’l Awards 2011)
Bronze, Film Craft/Editing (Cannes Lions 2011)
Bronze, Best Dialogue (Creative Circle Awards 2011)
Bronze, Public Service (Clio Awards 2011)
Bronze, Branded Content – Campaign (One Show 2011)
Bronze, Branded Content – Single (One Show 2011)