States United To Prevent Gun Violence DM ED by Grey New York


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Industry Against violence
Media Direct marketing
Market United States
Agency Grey New York
Director Adam Goldstein
Executive Creative Director Ari Halper, Steve Krauss Associate Cd
Copywriter Richard Bullock
Producer Sam Howard, Floyd Russ, Lindsay Brzowski, Sasha Hirschfield
Editor Mackenzie Culter, Gavin Cutler, Ryan Steele
Released October 2012

Credits & Description

Category: Public Health & Safety, Public Awareness Messages
Advertising campaign: ED
Executive Creative Director: Ari Halper (Grey NY)
Lead Flame Artist: Jay Hawkins (Method NY)
Executive Producer: Bonnie Goldfarb (Harvest)
Producer: Lindsay Brzowski (Vision Post)
Account Director: Elizabeth Gilchrist (Grey NY)
Creative Director (Art Director): Eric Schutte (Grey NY)
Producer: Floyd Russ (Grey NY)
Associate Creative Director (Copywriter): Rob Carducci (Grey NY)
Executive Producer: Rob Sexton (Harvest)
Sound Designer: Ryan Hobler (Vision Post)
Project Manager: Rachel West (Grey NY)
Copywriter: Richard Bullock
Editor: Ryan Steele (Mackenzie Cutler)
President/Chief Creative Officer: Tor Myhren (Grey NY)
Director: Adam Goldstein (Harvest)
Assistant Account Executive: Cassie Novick (Grey NY)
Producer: Sam Howard (Grey NY)
Matte Painter: Stella Ampatci (Method NY)
Executive Creative Director: Steve Krauss (Grey NY)
Editor: Gavin Cutler (Mackenzie Cutler)
VFX Producer: Jenn Dewey (Method NY)
Director Of Photography: Roman Jakobi (Harvest)
Producer: Sasha Hirschfield (Mackenzie Cutler)

The campaign’s relevance to SUPGV’s viewpoint lies in the dramatic yet simple way the insight was illustrated. In a plot much like today’s headlines, a lone gunman attempts to gun down his former employer and very likely go on a shooting rampage throughout the office. However, it’s revealed that the would-be assassin is armed with a typically inaccurate musket from the late 1700s and must spend a great deal of time reloading while everyone runs to safety. This is most appropriate as it brings a fresh argument in favor of stricter gun laws to life for the very first time.

With zero media dollars, the campaign delivered a great response for SUPGV who, until recently, had little to no awareness. After only one week since the break of this public service announcement, SUPGV garnered thousands of petition signatures, site visits increased by 3,180%, there were over a million views, 760,000 shares on Facebook, 164,000 comments online and 74m media impressions for an earned media value of $1,290,000. The campaign was also hailed by MSNBC and Time and lauded by Buzzfeed as “The Best Gun Control Commercial Ever Produced.”

In order to reach our objectives, the creative solution was to illustrate what firearms were like when the Second Amendment was written 222 years ago. This would lead to two key takeaways:(a) our Founding Fathers would have never imagined guns being as deadly and destructive as they are today and most likely not make them so easily attainable.(b) concerned citizens should support States United To Prevent Gun Violence as SUPGV advocates in Congress on behalf of all Americans for stronger gun laws.

Client Brief Or Objective
The campaign objective was to generate awareness and inspire debate as well as drive viewers to the website of States United To Prevent Gun Violence where they would sign a petition demanding background checks on all gun sales, a ban on assault weapons and a limit on the capacity of ammunition magazines. The key insight was that the Second Amendment was written in 1791 and as a result, is in dire need of an update considering the huge advancements in deadly gun technology since then.