Take:90
The Metropolitan Police



 With anger online mirroring the anger on London’s streets, The Metropolitan Police asked if online could be the place to stop both.

An insight from a neuroscientist (that anger takes 90 seconds to leave the body) led to an idea that gave creators a 90 second structure to work, and an idea that communicated as well as social content, music video, animated instagram post, or app tie-in.

The campaign hit 1.5 million media impressions on day one, and was featured as a 90 second sign off on BBC Newsnight.

D&AD Shortlist x 4, Creative Circle Bronze, Campaign Big Shortlist,
British Arrows Shortlist, featured in Lürzer's Archive





















Role: Copy lead (Jesse)
Art lead: Terry O’Neill
Creatives: Jo Arnold, Nathan Holly, Georgina Horrocks,  Matt Kennedy
CDs: Joseph Ernst & Joe De Souza
ECD: Caroline Pay


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