Title | PARAMEDICS 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
|
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 #2 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.
'Paramedics' - Following a stabbing, were hear paramedics arrive on the scene. We hear the urgency in their voices, the graphic sound of slicing through clothes as they attempt to reach the wound and the sound of screaming from a friend standing over the body. This is what is sounds like when you carry a knife
To capture the sounds as realistically as possible, the scene was recorded on location using a real ambulance (with real paramedics playing their roles) arriving on the scene to treat our victim: in reality a Mannequin, laid down, dressed in clothes and fitted with binaural microphones in each ear to provide the perspective of the victim lying on the ground.
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 : An ambluance siren stops. People surround you. A girl is crying. you're lying in an alley.
FVO1: Step back, please!
BINAURAL : People move back - another paramedic assists in getting people to move away.
FVO1: Show me.
FVO2 : Crying she's close - showing the wound) His chest.
BINAURAL : The paramedic cuts through your coat. You can hear them moving quickly.
FVO1 : Stay with me, Danny. Steve! Quick!
BINAURAL : The paramedics swap
FVO : (She's moving away) Back away, please
BINAURAL : The girl that was crying is now screaming in the distance. The second paramedic is cutting you open. We hear graphic slicing, crunching.
ANNOUNCER : West Midlands Police want you to know this is what it sounds like when you carry a knife. Life or knife?