Gold
Print
Craft - Art Direction Campaign
| Entrant: | alma DDB, Miami |
| Brand: | Change the Ref |
| Title(s): | "Greg Abbott", "Nikki Haley", "Rick Perry", "Rick Scott" |
| Corporate Name of Client: | Change the Ref |
| Client Company: | Change the Ref, Parkland |
| Client President: | Manuel Oliver/Patricia Oliver |
| Agency: | alma DDB, Miami |
| Agency Chief Executive Officer: | Isaac Mizrahi |
| Agency Presidents: | Isaac Mizrahi/Alvar Suñol |
| Chief Creative Officer: | Alvar Suñol |
| Executive Creative Director: | Daniel Correa |
| Group Creative Director: | Virgilio Flores |
| Copywriter: | Raquel Chisholm |
| Art Director: | Erika Peitersen |
Description:
Mass shootings are America’s worst pandemic. Since 2015, over 20,000 people have been shot and wounded or killed in a mass shooting.
In 2023 alone, over 700 people were killed, with over 2,400 wounded. Both the number of mass shooting incidents and the number of people shot in them increased since 2015, reaching a high of 695 mass shooting incidents in 2022. In 2023 the country just barely minimized the number, with 604 mass shootings taking place.
Change the Ref’s goal is to promote better gun safety laws in the U.S., using provocative advertising techniques.
As the U.S. is facing a critical election year, the brand wanted to leverage the heightened public awareness around U.S. politics to call out some of the most well-known offenders who oppose proper gun safety measures, possibly contributing to the heartbreaking outcomes we see in the campaign.