Title	THE CALL 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
Richard Poulton	Global, The Media & Entertainment Group	Creative Account Manager
Tom Heinsohn	Global, The Media & Entertainment Group	writer
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 #4 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 Call'' - Mum is watching TV. The phone rings. She answers the phone. You hear her distantly but when it's clear the call is serious, you move closer. The caller breaks some terrible news. She cries. 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 in a flat in Birmingham with pre-production ranging from a fake TV show to play out in the background through a real TV to a bespoke phone ring tone (most are copy-written) to even having someone on the end of the phone so the conversation was 2-way,

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 a living room. Watching something funny on TV. Your mum's in stitches. The phone rings. She pauses the television. Goes to answer the phone. You hear her distantly but when it's clear the call is serious you move closer. FVO: (Singsong and pleasant) Hello? It is, yes. Right (Very quickly goes serious) What? Why?! No, that's not... He wouldn't! My baby wouldn't! This is all wrong. (She starts crying) BINAURAL : We fade to silence ANNOUNCER : West Midlands Police want you to know this is what it sounds like when you carry a knife. Life or knife? The choice is yours.