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
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GLOBAL MEDIA AND ENTERTAINMENT London, UNITED KINGDOM
|
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 |
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.