Met Police

Knife Crime

AMV's first campaign for the Metropolitan Police dramatised the consequences of carrying a knife. An interactive video series filmed from a teenager's point of view allowed viewers to directly experience the consequences. 21 films with 10 possible endings. The series was hosted on YouTube and supported by an integrated advertising campaign. In its first year, 'Choose a Different Ending' was viewed 2,726,084 times.

Work in this campaign