The New Life Vest
Mass shootings have invaded every aspect of our lives. No place feels safe. So how can we get people to actually take action and call their representatives to pass common sense gun reform? We made a practical appeal by dramatizing what it’s starting to mean to live everyday in this new reality. We partnered with Change the Ref, an organization founded by Manny and Patricia Oliver after they lost their son, Joaquin, in the Parkland School shooting. Together we brought the New Life Vest to places it could very well be needed if gun violence continues to escalate.
Role: Concept, Art Direction and Creative Direction
CCO/CW: Chris Preston
CD/AD: Brett Essman
CW: Zoey Preston
Studio Artist: Mike Fritz
Associate Director, Digital Experience: Jessa Diebel
Production Company: MANUFACTURE / Plural Films
Photographer: Steve Holm
Music: Echo Boys / Grey Ghost
Edit: Ditch / Irei Edit
Results:
3,345,350 impressions
11,786 unique web visits
1,443 clicks to congressional website link
Press:
NY Times
Star Tribune
Ad Age
Muse by Clio
The Drum
Kare 11
Fox 9
ABC
Awards:
Ad Age Probono Campaign of the Year - Gold
Webby Awards - Honoree x2
CA Advertising Annual
Lürzer's Archive
District 8 Addy’s - Silver - Public Service Online Film, Video & Sound
The Show - Gold - Public Service Online Film, Video & Sound
The Show - Silver - Public Service Online/Interactive
The Show - Silver - Public Service Campaign
The Show - Silver - Public Service Online/Interactive Campaign
The Show - Silver - Public Service Out-Of-Home Campaign
The Show - Silver - Integrated Media Public Service Campaign
The Show - Silver - Public Service Television
The Show - Silver - Public Service Online/Interactive