DAVID reviews

21 November 2017

Greater London Authority: Staying Alive

by Syd Briscoe

Greater London Authority: “London Needs You Alive” - 80s

This inspirational ad for the Greater London Authority launches a new campaign to combat knife crime in the capital - London Needs You Alive. AMV BBDO worked with young artists, bloggers, and musicians to ensure their message came across properly, and this film shows that the effort paid off.

Rather than the grim approach taken by many anti-violence campaigns, directing duo Novemba turn the camera on young people so they can explain their value in their own words. It's an effective twist, and is sure to resonate with the target audience as it frames rejecting knife culture as a positive personal choice.

With fresh visuals - choosing sunlight and socialising over darkness and hoodies - and a grime soundtrack, this is a highly compelling film which is bound to encourage engagement on social media. Astute work.

Creative Agency: Abbott Mead Vickers BBDO Ⓦ
Creative Director: Charlotte Adorjan / Michael Jones
Film Production: Academy Films Ⓟ Ⓦ
Director: Novemba
Producer: Luke Goodrum
Production M'ger: Tom Cartwright
Executive Producer: Simon Cooper
Cinematography: Joe Cook
Editor: Stephen Dunne @ Whitehouse
VFX: Richard Vernon-Smith @ Electric Theatre Collective Ⓦ
Sound Designer: Sam Ashwell @ 750MPH
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