2014 © Matthew Swanepoel. All rights reserved.

A Different Ending

A powerful and multi-award winning campaign for the Metropolitan Police, that dramatised the consequences of carrying a knife.

The brief was to create an interactive video series filmed from a teenager’s point of view, that allowed viewers to decide their own destiny by offering a series of choices and pathways which decide their fate.  Confronted with a number of different options, such as whether to leave home with a knife or getting in with the wrong crowd, the viewer’s decisions determine their future.

21 films with 10 possible endings.

The series was hosted on YouTube and in its first year, ‘Choose a Different Ending’ was viewed 2,726,084 times.