The Incident 3D
VMLYR executive creative director Harsh Kapadia chose this ad because…
“It won’t happen to me.” Probably the thought that runs through the mind of every kid who decides to keep a knife.
The knife isn’t a magical wand. It can end up becoming a weapon against you, rather than the intention you may have had.
This campaign for West Midlands Police paints a great ‘audio’ picture for the dangers of carrying a knife. Rather than telling me what could happen next, the sound design let me feel it. Transporting me to the crime scene, in the victim’s shoes.
From the nominated ads this month, this one took me to a different place. It shook me up to an extent and left me thinking… how I would never, ever, want to be there.
NB THIS AD WAS RECORDED USING 3D SOUND AND BEST LISTENED TO VIA EAR/HEAD-PHONES.
Creative agency/Production co Global Creative
Client West Midlands Police
Writer Tom Heinsohn
Producer Richard Poulton
Sound designers Justin Sanders, Christianne Ward