I saw an advert last week and I wasn’t quite sure what exactly it was about but at the end the advert told me to ‘Search for Choose a Different Ending’.
With the industry we work in and also being slightly intrigued it was immediatley searched for, and we uncovered one of the most impressive interactive advertising campaigns we have seen in a wee whiley.
In a recent post we discussed the future of search and its integration into other marketing techniques, and the ‘Search for Choose a Different Ending’ campaign, which was produced by Drop The Weapons, is a very sophisticated example of what we were talking about.
Not only does the campaign incorporate TV and search but it goes onto utilise YouTube in an unique and clever way to encourage indivduals to think about their use of violent weapons and to demonstrate the harrowing situations many young adults find themselves in by making the decision to carry weapons.
In their own words:
Choose A Different Ending is an interactive film that allows you to decide what happens next. You can interact with it, choose what to do and decide how it ends. In Choose A Different Ending you decide whether to live or die.
So, upon searching ‘Choose a Different Ending’ you happen across the start of an interactive video displayed by YouTube. Watching the video you placed in the scenario of a young male who comes across several (potentially life changing) decisions, and you as the video watcher have to make those decision.
As you make each decision you are presented with another as the story develops, one scenario results in someone taking a knife, getting into a fight, stabbing someone and then being arrested; all through the choices the choices made in this interactive video.
Fingers crossed this campaign makes a difference; it is thought provoking, clever and its interactivity catches the attention of the audience forcing them to choose their own ending, so hopefully as a result viewers really will choose a different ending.
