Bulletproof junior

Challenge

Guns for teachers, enhanced school security, and bulletproof school supplies––alternative solutions to common sense gun reform have become less than ideal. Senators send "thoughts and prayers" but refuse to enact common sense gun reform. Enough is enough. We've had ~150 school shootings since Columbine.

Process

We designed a digital campaign promoting bulletproof gear for "your child's next school shooting".

But here's the thing: kids don't need that. 

Users were invited to navigate the full site, including a company backstory, FAQs and different product packages.

Execution

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When users clicked on an image or the "Buy Now" button, our big reveal came to life – we don't sell bulletproof vests! We want voters to demand gun reform.

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The Press caught on, too:

AdAge, Creativity Online - Editor's Pick of the day
AdAge, Creativity Online - Creativity Top 5
Adweek
FastCo
FastCo - Top 5 Ad's of the week
Fatherly
The LA Egoist
Campaign Live

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Credits

Art Direction, Design: Jason Murray, Yugendu Yvas
Copy: Caleb Couturie, Chris Puma, Will Albrecht
Development: Rudy Perez
Account & Strategy: Harley Garner, Davina Hamilton, Karen Orlowski