Title	IN CUSTODY 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 #3 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. 'In Custody'' - Set at the desk in a police station, we hear The Desk Sargent announce the commencement of a body search and the removal of items including bely and shoes before prior to the perpetrator being led to a cell. This is what is sounds like when you carry a knife To capture the sounds of this scene as realistically as possible to deliver the most convincing 3D audio experience, the scene was recorded in a disused prison cell, with a real life Custody Sargent not only used the VO but also to advise on procedures.Iin-ear binaural mics in the ears of an actor were used to get the authenticity of the 'pat-down' 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 at the desk prior to being placed in a cell. The Desk Sergeant has gone through rights and you're now at the search. MVO : We now need to search you. Can you put all your property on the desk. Empty your pockets. BINAURAL : We hear you placing keys, wallet, phone on the desk. MVO : Can you remove your belt and shoes please. BINAURAL : You remove them. MVO : The officer's now going to search you. MVO2 : Arm's up, son. (over one shoulder) Anything here you shouldn't have? (Over the other shoulder). BINAURAL : We hear you lift your arms up as you're patted down and searched. MVO2 : Okay. Come with me... BINAURAL : We follow the officer down to the cell. He opens the door escorts us in. Slams the door. ANNOUNCER : West Midlands Police want you to know this is what it sounds like when you carry a knife. The choice is yours. Life... or knife?