Cannes Lions
AMVBBDO, London / METROPOLITAN POLICE SERVICE / 2019
Overview
Entries
Credits
Background
Working for the Met Police is one of the most rewarding jobs you could find. It’s also one of the hardest, and most thankless. On top of putting your life on the line whilst dealing with London’s higher crime rate and current knife violence epidemic, you are faced with low pay, constant budget cuts, and intense scrutiny from the press and public. There’s no denying that the job is tough. But those who do it, wouldn’t want to do any other job. This film is for and about them.
Execution
‘Difference’ was created as a piece of internal communication for London’s Metropolitan Police. Set to Dinah Washington’s ‘What A Difference A Day Makes’, the film shows a day in the life of the Met, from dawn till dusk. It wasn’t scripted: the film crew followed real police officers and other staff, documenting real events as they unfolded: from street patrols and drug raids to emergency calls and forensic investigations, gang fights and officers comforting victims — and saving a suicidal man off a bridge. Instead of glamorising police work, the film shows it candidly and honestly, from quieter moments like first aid training and talking to local people, to dealing with armed gangs — but ultimately, making a difference every minute on the job.
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