Change the Ref
The New Life Vest: Campaign
Mass shootings are starting to feel like our new normal. So how can we get people to take action, call their representatives and demand common sense gun laws? We partnered with Change the Ref, an organization started by Manuel and Patricia Oliver after losing their son Joaquin in the Parkland School Shooting with the goal to be disruptive, start conversations and hopefully spark some change.
Introducing the New Life Vest, your everyday bulletproof vest for high-risk activities like shopping, concerts, church, school, movies, dances, work and much, much more. Over 14,000 gun deaths so far this year. Why change gun laws? Just change clothes!
With the New Life Vest in tow, we popped up all over Minneapolis, inviting passersby to experience wearing a bulletproof vest while going about everyday activities.
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 + Attention:
Ad Age | NY Times | Star Tribune | 4As SmartBrief | Kare 11 | Muse by CLIO | Communication Arts
Awards + Recognition:
Muse by CLIO, Gold, Integrated Marketing, Political
Muse by CLIO, Silver, Video, Political
Muse by CLIO, Silver, Social Media, Political
Muse by CLIO, Silver, Video, Nonprofit
AdFed | The Show 2024, Gold, Online Film, Public Service
AdAge Pro-Bono Campaign of the Year
Communication Arts Award of Excellence for an Integrated Campaign
Ad Age Pro Bono 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