Grammar Changes Highlight the Importance of Forensic Services in This Unusual Campaign

Ads Back Crowdfunding Campaign to Build Research Lab in London

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A new campaign from Ogilvy & Mather London highlights the importance of forensic services in the U.K. by using subtle changes in grammar to show how tiny details can make a huge different in determining innocence or guilt.

The aim of the campaign is to highlight that forensic science in the U.K. is drastically underfunded, and as a result, many criminal cases could be using incorrectly interpreted evidence to reach a verdict. The UCL Centre for the Forensic Sciences is seeking to change this by crowdfunding one million pounds to create a forensic evidence research laboratory.

In one spot, seen here, the sentence "We cannot say this man is innocent" is transformed by placing a full stop in the middle, turning it into: "We cannot say. This man is innocent." A second film transforms the sentence: "The police said the accused had thrown the first punch" into "The police, said the accused, had thrown the first punch."

The visuals in the ads include images made from traces of blood, and from real-life X-rays of broken bones and 3D images of broken teeth and fingers.

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About

Credits
Date
Apr 18, 2017
Agency:
Ogilvy London
Chief Creative Officer:
Mick Mahoney
Client:
UCL
Executive Creative Directors:
Mick Mahoney
Creative Team:
Cecilia Mari
Copywriter:
Sam Cartmell
Art Director:
Cecilia Mari
Art Director:
Joao Linneu
Agency Producer:
Jodie Sibson
Agency Producer:
Lucy Powell
Chief Strategy Officer:
Kevin Chesters
Account Manager:
Edward Maitland Smith
Planning Team:
Nicola Strange
Planning Team:
Gen Kobayashi
Production Company:
Hogarth & Ogilvy (H&O)
Director:
Cecilia Mari
Director:
Joao Linneu
Producer:
Jack Faber
Producer:
Peter Nuttall
Editor:
Tom Werber
Sound Designer:
Jungle
Post Production:
The Mill
Post Production:
Hogarth & Ogilvy (H&O)
Post Production Producer:
Jack Faber
Post Production Producer:
Shaun Maloney
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