Idris Elba x DSYF
Knives Down
Idris Elba x DSYF
Knives Down

Objective
Knife crime is a serious issue facing UK youth.
In collaboration with Idris’ creative agency Silly Face and his foundation ‘Don’t Stop Your Future’ we were tasked with landing the issue on the cultural agenda, and applying pressure on decision makers to drive permanent change and halt the spiralling violence on the UK’s streets.
Strategy
To create a series of newsworthy moments as the catalyst for conversation across news, culture and communities, supporting the release of a track by Idris Elba and rapper DB Maz, called ‘Knives Down’.
Campaign
Hyperactive collaborated with families and communities who have tragically lost loved ones to knife crime, integrating them into the campaign across three main touch points;
A music video which featured home footage of victims was released as an exclusive with GRM Daily as the track went live on all major streaming platforms.
A hard hitting stunt in Parliament Square featured 247 stacks of clothing, each representing the last outfits worn by those who have been stabbed and murdered in the last 12 months.
A national billboard campaign that humanised the issue, focusing on the victims and their personalities, rather than referencing statistics. Copy was written by family members and over 700 media sites were donated by a network of media partners.






Experience Design | IRL Production | Design | Social Content Creation | Community Outreach

The Only 0.0 We Want The Only 0.0 We Want

Take A Time Out London! Take A Time Out London!

Most Wanted Wines Summer of Festivals Most Wanted Wines Summer of Festivals

Nakheel x Harrods Pop Up Nakheel x Harrods Pop Up

Grey Goose Season Of Spritz Grey Goose Season Of Spritz

17 Cosmetics Launch Campaign 17 Cosmetics Launch Campaign

Kylie Cosmetics Seasonal Launches Kylie Cosmetics Seasonal Launches

Most Wanted Wines Cultural Impact Most Wanted Wines Cultural Impact

Boots Gen Z Consumer Strategy Boots Gen Z Consumer Strategy

Adidas Empower Station Adidas Empower Station

Adidas Support Is Everything Adidas Support Is Everything

BBL CLB Interactive Rave BBL CLB Interactive Rave

Weezy Expansion Weezy Expansion

Vodafone Festival Of Speed Vodafone Festival Of Speed

Adidas Superstar 50 Adidas Superstar 50

Reebok Zig Kinetica Reebok Zig Kinetica

ASICS Win The Long Run ASICS Win The Long Run

Hunter x Glastonbury Hunter x Glastonbury

Blu Myblu Launch Blu Myblu Launch

Beats By Dre x Anthony Joshua Beats By Dre x Anthony Joshua

TAG Heuer x Premier League TAG Heuer x Premier League

Maynard Bassetts Sweet Art Gallery Maynard Bassetts Sweet Art Gallery
