Choose a Different Ending

“Take the knife” or “don’t take the knife?” One of the more interesting uses of YouTube I’ve seen, this video is the first in a narrative that unfolds as you decide what the main character will do. Each decision affects the outcome of the next 30 second clip, which then prompts you to make another choice. Ultimately, however, it’s the initial decision that determines the conclusion. The videos are shot handy-cam style from the point of view of the main character, which works well here.

The project was produced by AMV BBDO for an anti-violence campaign site droptheweapons.org run by London’s Metropolitan Police Service.

The video was Osocio’s 2009 Campaign of the Year.