Over 60% of Americans think owning a gun will make them safer. In fact, it increases the risk of homicide, suicide and unintentional death. To make first-time gun buyers think twice we opened a gun shop in NYC, where all the weapons for sale had a terrible history attached. They were the actual firearm models used in the most famous gun-related tragedies in America. Hidden cameras captured the gun buyers’ reactions. The online film got 12 million views in just one week, driving people to the campaign website. There, first-time buyers could take a personalized test to determine if a gun would make them safer.
Besides the guns, we designed every single item in the store, attaching a tragic history to it.
The target practice posters showed deadly accidents in shooting ranges. The ammo boxes had horrifying stories of tragedies caused by different types of bullets. Promotional flyers featured special deals on used guns – weapons used in accidents in the home. The design of the store
was so authentic that pro-gun groups called for a criminal investigation, because gun shops are illegal in New York City.
Cannes Lions Gold - Promo and Activation
Cannes Lions Gold - Promo and Activation
Cannes Lions Gold - Outdoor
Cannes Lions Gold - PR
Cannes Lions Gold - Branded Content
Cannes Lions Gold - Media
Cannes Lions Gold - Design
Cannes Lions Silver - Film
Cannes Lions Silver - PR
Cannes Lions Silver - Outdoor
Cannes Lions Silver - Direct
Cannes Lions Silver - Promo and Activation
Cannes Lions Silver - Design
Cannes Lions Silver - PR
Cannes Lions Gold - Promo and Activation
Cannes Lions Gold - Outdoor
Cannes Lions Gold - PR
Cannes Lions Gold - Branded Content
Cannes Lions Gold - Media
Cannes Lions Gold - Design
Cannes Lions Silver - Film
Cannes Lions Silver - PR
Cannes Lions Silver - Outdoor
Cannes Lions Silver - Direct
Cannes Lions Silver - Promo and Activation
Cannes Lions Silver - Design
Cannes Lions Silver - PR
One Show Gold - Film
One Show Gold - Design
One Show Gold - Cross Platform
One Show Gold - Cross Platform
One Show Gold - Direct
One Show Gold - Film
One Show Gold - Print & Outdoor
One Show Silver - PR
One Show Merit - Design
One Show Gold - Design
One Show Gold - Cross Platform
One Show Gold - Cross Platform
One Show Gold - Direct
One Show Gold - Film
One Show Gold - Print & Outdoor
One Show Silver - PR
One Show Merit - Design
D&AD - Graphite White Pencil
D&AD - Wood White Pencil
D&AD - Wood White Pencil
Clio Gold - Guerrilla
Clio Bronze - Film
Clio Bronze - PR
Clio Bronze - Film
Clio Bronze - PR
#2 One Show's most awarded campaign - 2016
#3 Cannes' most awarded campaign - 2015
Mashable’s Top 10 Creative Commercials of the Year
#1 of Adweek’s Most Read Advertising Stories of 2015
#3 Cannes' most awarded campaign - 2015
Mashable’s Top 10 Creative Commercials of the Year
#1 of Adweek’s Most Read Advertising Stories of 2015
Credits
CD/AD: João Coutinho
CD/CW: Marco Pupo
ECDs: Ari Halper, Steve Krauss
CCO: Andreas Dahlqvist
Global CCO: Tor Myren, Per Pedersen
CD/CW: Marco Pupo
ECDs: Ari Halper, Steve Krauss
CCO: Andreas Dahlqvist
Global CCO: Tor Myren, Per Pedersen