Choose a Different Ending
A multi award-winning anti-knife crime campaign aimed at 13-15 year old boys in London. Filmed from the point of view of a teenage boy, Choose a Different Ending allows users to interact with a series of films to decide what happens next (youtube.com/user/adifferentending).
Directed by Simon Ellis (simonellisfilms.com)
The campaign aims to dispel the myth that carrying a knife gives you protection and provoke young people to think carefully about their decisions by showing them the various consequences of carrying a knife.
The film was promoted through advertising across relevant online sites, MTV channels and radio stations.
Awards:
-Inaugural Grand Prix for Good (Cannes Lions 2010)
-Platinum (Creative Circle Awards 2010)
-Gold, Public Health and Safety (Cannes Lions 2010)
-Gold, Online Advertising (Cannes Lions 2010)
-Best European Web Film (CFP Europe/Cannes Lions 2010)
-Grand Prix, Integrated (Epica Awards 2010)
-Gold, Online Advertising (Creative Circle Awards 2010)
-Gold, Best Viral (Creative Circle Awards 2010)
-Gold, Public Service Advertising (BTAA Arrows 2010)
-Gold, Digital Campaign (Campaign BIG Awards 2010)
-Gold, Digital Craft (Kinsale Sharks 2010)
-Gold, Digital Fresh Thinking (Kinsale Sharks 2010)
-Gold, Best Use of Viral Marketing (New Media Age Awards 2010)
-Best New Director (BTAA Craft Awards 2009)
-Winner, Integrated (BIMAS 2010)
-Winner, Advertising (BIMAS 2010)
-Winner, Public & Private Sector Businesses (EACA Care Awards 2010)
-Winner, Digital (Blades 2010)
-Winner, Public Sector (Blades 2010)
-Best Campaign of 2009 (Osocio)
-Silver, Digital Viral (London International Awards 2009)
-Silver, Digital Interactive (London International Awards 2009)
-Bronze, Film (Epica Awards 2010)
-Bronze, Direct (Epica Awards 2010)
-Diploma, Direct Response (BTAA Arrows 2010)