Bronze
Use of Social Media & Influencers
Public Service/Charity/NGO
| Entrant: | BBDO New York, New York |
| Brand: | Sandy Hook Promise |
| Title: | "Just Joking" |
| Corporate Name of Client: | Sandy Hook Promise |
| Client Company: | Sandy Hook Promise |
| Agency: | BBDO New York, New York |
| Global Chief Creative Officer: | David Lubars |
| Chief Creative Officers: | Luiz Sanches/Matt MacDonald |
| Creative Directors: | Lance Vining, Gary Du Toit |
| Agency Designer: | Jong Yeu Wu |
| Agency Head of Production: | Alex Gianni |
| Agency Senior Producer: | Mike Woodall |
| Agency Music Producer: | Julia Millison |
| Agency Business Director: | Adele Solomon |
| Agency Account Executive: | Romney Morgan |
| Agency Senior Account Directors: | Joshua Steinman/Lindsey Cash |
| Agency Account Director: | Cameron Cullman |
| Agency Planning Directors: | Ben Bass/Enda Conway |
| Agency Planner: | Natalie Burden |
Description:
Years of gun violence have taken an emotional toll on Americans, creating an attitude of defeat. Feeling like the problem is unsolvable, straightforward comms on gun violence prevention reach unreceptive ears.
To convince this jaded public that real change is possible, Sandy Hook Promise (SHP) needed to reframe the problem to shock viewers, opening their minds to an actionable step they could take immediately: report threats of violence.
To make viewers see they can prevent school shootings, our “Just Joking” film broke through by transporting them to a place of innocence and hijacking it with the reality of gun violence.