Choose A Different Ending

AMV’s first campaign for The Metropolitan Police dramatised the consequences of carrying a knife. An interactive video series filmed from a teenager’s point-of-view, allowed viewers to directly experience the consequences. 21 films with ten possible endings. The series was hosted on YouTube and supported by an integrated advertising campaign. In its first year, ‘Choose a Different Ending’ was viewed 2,726,084 times. The campaign won BTAA Gold, a D&AD nomination and the Platinum award at Creative Circle.

The campaign aims to dispel the myth that carrying a knife gives you protection and provoke young people to think carefully about their decisions by showing them the consequences of carrying a knife: death, shame on family or prison.


The interactive video is very hard hitting and edgy, keeping the viewer in suspense.

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