Client: National Crime Agency
Services: Animation, video
Cocaine production is one of the most violent and environmentally destructive industries on earth. Many recreational users consider drug use to be a personal choice – that as long as you're not hurting anyone, where's the harm?
The National Crime Agency asked us to create an animated video to dispel that myth as part of their nationwide ‘Every Line Counts’ campaign. It had to show that every gram of cocaine you buy, every line you snort makes the most violent and destructive criminals on earth just a little bit richer.
We came up with a clever concept built around the idea of a recipe for cocaine. The animation style and music is warm and friendly, like you might find in a traditional cooking show. But the ingredients that go into making the cocaine include deforestation, violence and fear. It makes for a hard-hitting voiceover in stark contrast to the overall look and feel of the animation.
The NCA loved our idea and felt it would have the kind of impact they were looking for. We developed the concept further and went on to research and write the script, source the voiceover and create the animation.
The finished video was posted to YouTube and Facebook by the NCA and its partners. It received more than 2.5 million views on Facebook, was played on Radio 1 and even made its way on to TV. The NCA were delighted with the results and felt it caused the kind of stir they were looking for.