Title | THE INCIDENT 3D |
Brand | WEST MIDLANDS POLICE |
Product/Service | POLICE |
Category |
C02. Sound Design |
Entrant
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GLOBAL MEDIA AND ENTERTAINMENT London, UNITED KINGDOM
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Idea Creation
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GLOBAL MEDIA AND ENTERTAINMENT London, UNITED KINGDOM
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Media Placement
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GLOBAL MEDIA AND ENTERTAINMENT London, UNITED KINGDOM
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Production
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GLOBAL MEDIA AND ENTERTAINMENT London, UNITED KINGDOM
|
Credits
Justin Sanders |
Global, The Media & Entertainment Group |
Head of Production |
Christiane Ward |
Global, The Media & Entertainment Group |
Producer |
Tom Heinsohn |
Global, The Media & Entertainment Group |
Writer |
Richard Poulton |
Global, The Media & Entertainment Group |
Creative Account Manager |
Alex Downing |
Global, The Media & Entertainment Group |
Account Manager |
View Script
Write a short summary of what happens in the radio advert
This Binaural audio ad was #1 in a series of 5 in a campaign that sequentially took the audience through the story of a stabbing and the consequences that come with it.
'The incident' - set in an alleyway, the scene focuses or an argument, leading to a knife being pulled and the sound of panic as everything goes wrong. This is what is sounds like when you carry a knife
To capture the sounds of the scene as realistically as possible to deliver the most convincing 3D audio experience, the scene was recorded on location under railway arches using actors with local accents. The sound of the knife stabbing the victim was even experimented with, using everything from a cabbage to a melon - even different types of celery - to achieve a realistic 'flesh piercing sound.
Cultural/Context information for the jury
Year-on-year knife crimes are on the up with under-25s a particular concern.
Stabbings make big stories in the media which increases public concern, leading to pressure on the police for the issue to be addressed.
We spoke to young people about how to speak to young people and what should be said. The feedback was that knife crime comes from simple arguments which escalate. Everyone wants to win the fight, so they carry a knife without thinking about/understanding the consequences. They need to be educated about what actually happens after a stabbing and how it impacts on everyone – victim/perpetrator/families
Anything that was done needed to seem as real as possible and delivered in a place that was theirs – specifically where they listen to their music.
The Binaural Knife or Life creative utilised real effects and people, reaching young people, being in their face, being unskippable and being authentic.
Script
BINAURAL : You're in an alleyway. You're part of an argument. A friend is with you. And girl is with the person who's arguing with you.
MVO1 : Why y'followin me? Why y'followin me??! (Getting grabby with you, he wants to hit you).
FVO : (Desperate not to escalate the situation) Stop. Leave 'em. Let's go. Let's go.
MVO2 : (by your side) Mate, I got you. (pulls knife).
FVO : Reece NO
MVO1: What's that?! AGH (Gasps, can't breathe - Winded)
MVO2 : Run!
BINAURAL : You hear your friend ahead, running. You're running. Everything has gone wrong
ANNOUNCER : West Midlands Police want you to know this is what it sounds like when you carry a knife. If you're there when a friend pulls a knife, you're involved. Life or knife. The choice is yours.