Design & Branding, Case study Student Body Armor [image] by FCB New York

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Student Body Armor [image]

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Industry Portals
Media Design & Branding, Case study
Market United States
Agency FCB New York
Chief Creative Officer Ari Halper
Associate Creative Director Adalberto Santana, Gregory Nance
Creative Director Luciana Cardoso
Production T3 (The Think Tank)
Director Ben Starkman
Released April 2017


LIA Awards 2017
Design Product Development Gold Winner

Credits & Description

Entrant: Fcb New York, New York
Brand: Student Body Armor
Corporate Name of Client: Cocks Not Glocks
Client Account Directors: Jessica Jin/Emily Abrams
PR Company: DKC, New York
Agency Senior Account Executive: Sarah Cohen
Agency: FCB New York, New York
Chief Creative Officer: Ari Halper
Group Creative Director: Gabriel Schmitt
Creative Director: Luciana Cardoso
Associate Creative Directors: Gregory Nance/Adalberto Santana
Executive Agency Producer: Hyatt Choate
Product Designer: Garo Sparo
Project Manager: Shantal Gonzalez
Production Company: Think Tank Films, New York
Director: Ben Starkman
Editing Facility: Nomad, New York
Editor: Jai Shukla
51 years ago at the University of Texas at Austin (UT), a man with a rifle climbed up the school’s clock tower and opened fire on civilians below, killing 17. On the 50th anniversary of that incident, a new law went into effect in Texas, allowing anyone with a license to bring guns onto school grounds. Today, on average, there has been an incident with a gun at a school every week for the past four years. Meanwhile, more “campus carry” laws have been passed in a total of nine states (and counting), inviting even more guns in schools.
If people can now bring guns on campus grounds, then they’re going to need protection. But no one wants to wear a bulletproof vest to class. What students do love, however, is showing off their school pride. So we merged the two and created the first-ever line of bulletproof college apparel.
Introducing Student Body Armor. A new, satirical brand of bulletproof college apparel designed to draw attention to which states and schools allow guns on their campuses, so that new potential students and their parents can make an informed decision about whether or not that school is the right choice for their future.
Our brand name plays off of the phrase “student body,” referring to an educational institution’s group of students, and “body armor,” referring to bulletproof apparel.
Student Body Armor was made from a unique blend of bulletproof plating and school-branded apparel. Type II armored vests were stitched into college-themed sweatshirts, T-shirts and hoodies. The bulky outline of the armor worked to physically display the ridiculous implications of campus carry laws.
To launch our product line, we created a pop-up store just steps from the University of Texas’s own official apparel store, complete with actual products for customers to try on and react to. From there our online store, social media presence and online commercial went live, adopting an over-the-top comedic tone to heighten the absurdity of the campaign.