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The Sweet Shop Helps Met Police To Launch Body-Worn Video Cameras

The intense video was directed by Ben Dawkins

The Sweet Shop Helps Met Police To Launch Body-Worn Video Cameras

AMV BBDO and The Sweet Shop have created a new campaign for the Metropolitan Police Service, called Body Worn Video, to highlight the roll-out of body-worn cameras to all public-facing officers, making the police more transparent and accountable. 

The online film went live on 21st November.

Recalling a moment from memory can be difficult, especially when in a high pressure situation. People can remember an incident differently and be absolutely genuine in their recollection. 

With our film we want to show how useful a tool Body Worn Video is when portraying what occurred at the scene. 

The film is shot from the perspective of two separate body-worn cameras from officers attending an incident. The audio from the witnesses, who are recounting the incident, juxtapose with the recording captured by the body-worn cameras. It shows the difference between the personal perception of witnesses and images shot by a camera. 

Body Worn Video. An independent witness. 

Supt Adrian Hutchinson from Metropolitan Police Service said: “With Body Worn Video we are launching what is thought to be the largest rollout of cameras anywhere in the world.  It will support the public and our officers in many challenging incidents, giving us a valuable additional tool.  Video can capture events in a way that can’t be represented on paper and in this film we hope to convey both the strength of the technology itself and the benefits it brings.

Creative Agency

Creative Director: Steve Jones & Martin Lorraine

Creative Agency: AMV BBDO

Copywriter: Esrael Alem

Art Director: Filmawi Efrem

Producer: Samantha Roberts

Planner: Matthew Turnbull

Account Management: Tom Shattock, Angus Maclay, Florence Prevezer

Media Agency

Planner: Dee Levison, Daniel Thomas

Media Agency: MediaCom

Music and Sound

Sound Mix: Dave Cooper

Audio Post Production: Scramble Sound, Soho

Post Production / VFX

Post Production House: AMV Flare, Nice Biscuits

Production Company

Executive Producer: Justin Edmund-White

Director: Ben Dawkins

Production Company: The Sweet Shop

Category: Corporate and social , Safety

Genre: Digital , PR , People