Title	SENTENCING 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 #5 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. 'Sentencing'' - Set in court, we hear chatter and the slam of a Gavel.The foreperson of the jury is called to give the verdict. The defendant is found guilty. We hear sobbing in the back. A mother cries as their son/daughter is sentenced. 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 an empty office building to achieve courtroom acoustics (we were unable to gain access to a real courtroom), with VO talent sepearted into different areas of the room to replicate a courtroom setting. The final ad was recorded 100% live.

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 court. There's chatter until the judge slams the gavel MVO1 : I call this court to order. Has the jury reached a unanimous verdict? BINAURAL : It's quiet - serious - ominous. You hear the shuffling of feet as the verdict is passed along, someone in the jury stands. FVO1 : We have your Honour. On the charge of murder, we the jury, find the defendant... guilty. BINAURAL : It's eerily quiet. We hear sobbing somewhere in the back. MVO2 : (Solicitor taps you on the shoulder). Wave at your mum. 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.