The Scottish Government
knife crime header

The challenge

In certain pockets of Scotland, carrying a knife still feels like a real option. Young people carry a knife for protection. They don’t think they’ll ever use it.

The bold idea

We created an animated film using graffiti-style characters. Every frame was drawn, for real, and then filmed, frame by frame, in one of the campaign’s target communities, with the help of local kids.

animation on wall
animation football
animation on shutter
final animation scene

The results

Following the campaign, there was a 35% reduction in knife carrying. The film won a stack of creative awards, including a British Arrow in the online film category.

We can do this for you too

We love working with brands that want to outsmart their competitors. If that sounds like you, let’s talk.

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