Metropolitan Police: Who killed Deon? Ask the kids
Ila De Mello KamathAbbott Mead Vickers BBDO
SUMMARY
This is a story about how planning devised an entirely new way of working to meet a difficult brief in the face of great creative expectations. To help the Metropolitan Police Service tackle youth violence we had to raise awareness of a complicated legal principle known as Joint Enterprise, but do this in the shadow of the most awarded creative campaign of last year. To achieve this, planning discarded its traditional role as lion tamer getting to a simple proposition, in favour of...