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Creative

AMV BBDO Pulls no Punches with Hard-Hitting 'Choke' Video For Drillminister

The poignant track deals with the illegal levels of toxic air in London

AMV BBDO Pulls no Punches with Hard-Hitting 'Choke' Video For Drillminister

Last month, AMV BBDO released their campaign ‘addresspollution.org’. This enabled everyone in London to get a free Air Quality Rating for their address and gave them the tools to take action.

Following on from disrupting the property market, addresspollution has collaborated with Drillminister, known for his politically-charged offerings, to release ‘Choke’.

A hard-hitting track that pulls no punches, ‘Choke’ deals with the illegal levels of toxic air in London and ends with a poignant visual. A mother, Rosamund Kissi-Debrah, holds a picture of her 9 year old daughter, Ella. Medical evidence shows she died as a result of high air pollution. A visceral reminder of the damage air pollution causes.

Drillminister’s fanbase and political profile helped gain media attention and push air pollution to new audiences. Drillminister was interviewed by Jon Snow on Channel 4, Victoria Derbyshire on the BBC and on Sky News. Dizzee Rascal shared the video on Twitter with the caption ‘some of the best politically conscious music about Britain I’ve ever heard’.

The Drillminister collaboration was curated by OB Management and shot by their directors Ruby+Boya.

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Credits

Client: Central Office of Public Interest

Founder: Humphrey Milles

Production: OB Management

Directed by Ruby & Boya

Executive Producers: Otis Bell, Sam Holmes

AMV

Creative Director: Toby Allen, Jim Hilson

Copywriter: Ben Polkinghorne

Art Director: Scott Kelly

Designer: Mario Kerkstra

Agency Planner: Talitha Turbin

Agency Account Team: Tessa Brisbane, Rachel Dymond, Anna Holloway, Lino Fortes