DISARMING BRITAIN: HANDGUNS

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Released:	June 2009
Advertiser:	CHANNEL 4
Brand name:	DISARMING BRITAIN
Agency:	4 Creative
Country:	United Kingdom
Category:	Entertainment & leisure
Awards:	Cannes Lions 2009 Film Silver
Tags:	Cannes Lions 2009

Credits:

Type of Entry: Product & Service
Category: Publications & Media
Title: DISARMING BRITAIN: HANDGUNS
Advertiser/Client: CHANNEL 4/4 CREATIVE
Product/Service: CHANNEL 4
Entrant Company: 4 CREATIVE London, UNITED KINGDOM
Advertising Agency: 4 CREATIVE London, UNITED KINGDOM
Creative Credits
Creative Director: Brett Foraker
Production Company: CHANNEL 4 London, UNITED KINGDOM
Director: Brett Foraker
Producer: Gwilym Gwillim/Shananne Lane
Editor: Adam Rudd, Final Cut
Sound Design/Arrangement: Rich Martin, Envy
Lighting: Mark Patten
Other Credits: Film Art Director: Skyhook/ SFX Senior Technician: Andy Collings/SFX Supervisor: Jeff Clifford
Details
Brief Explanation:
A rising tide of youth violence has created conditions where more weapons violations are happening than ever before. There were 10,000 firearm violations in 2007 alone. Given these circumstances, Channel 4 wanted to draw attention to the Street Weapons Commission and its own season of films in the most striking way possible. By taking the phrase 'hand guns' and translating it literally, 4Creative was able to show how kids were being drawn into a cycle of violence that they were too young to understand. The campaign also sought to explore the very real grief that is felt by the victims, yet is rarely reported. The filmmakers sought to depict realistic acts of extreme violence (which brought home the point of just how easily firearms kill), and the harrowing aftermath of these acts (which showed how irrevocable they are), all through the device of a children's game.