Cannes Lions
MILES CALCRAFT BRIGINSHAW DUFFY, London / METROPOLITAN POLICE SERVICE / 2008
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Imitation weapons in the UK are a particular problem, and are used in up to 50% of all armed crime. The Met Police reduce these via month long gun surrenders whereupon guns can be handed in with ‘no questions asked’. The creative idea was to highlight the anonymous nature of the gun surrender. We emphasised the idea of anonymity by using an old lady talking about how she handed in her firearm. The end reveals that the person in question was actually called Wayne, a 19 year old from South London.
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