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2020 ADC Awards - Interactive

Instrument of Hope

Agency Publicis North America / New York + SHINE/MSD / Parkland + Harbor / New York

Client SHINE/MSD
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Annual ID

ADC_DFG20_061M

About the Work

Every gun tragedy in the U.S. triggers a national debate that quickly fades. A new generation of Americans, led by the survivors of the mass shooting at Stoneman Douglas High School, have been striving to keep the conversation going. Their missionneeded something powerful and symbolic.Partnering with famed instrument maker Josh Landress, we took on the complicated task of crafting the world’s first trumpet made of spent AR-15 bullet casings. Some casings were melted down to form parts of the instrument, while others were left mostly intact to become its buttons and lead pipe. Instruments of violence became an instrument of hope.A call from the students led to an organic, cross-country tour across the US. From Panic! At the Disco, The Who, and the Specials to Grammy-winning-artists to NBA teams to major theater productions like Oklahoma! On Broadway to social influencers, everyone offered up their stage.With a budget of zero we reached an enormous amount of people. 10s of thousands heard the trumpet and its message live at concerts, events, and over gameday coverage. 15 million saw the trumpet over social media outlets. Over a billion heard about the trumpet over organic PR coverage.