Title	THE INCIDENT 3D
Brand	WEST MIDLANDS POLICE
Product/Service	POLICE
Category	C02. Sound Design
Entrant	GLOBAL MEDIA AND ENTERTAINMENT London, UNITED KINGDOM
Idea Creation	GLOBAL MEDIA AND ENTERTAINMENT London, UNITED KINGDOM
Media Placement	GLOBAL MEDIA AND ENTERTAINMENT London, UNITED KINGDOM
Production	GLOBAL MEDIA AND ENTERTAINMENT London, UNITED KINGDOM

Name	Company	Position
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.