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The Lost Class
Agency Leo Burnett / Chicago + Change the Ref Inc. / Coral Springs + No. 6 / New York + Hungry Man / Los Angeles
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Category
Branding / Branding Systems / Identities - Integrated
URL
Click to launch
Annual ID
ADC101_BCD045M
About the Work
Firearms are the leading cause of death for children and teens in America. This year alone, 3,044 members of the high school class of 2021 didn’t graduate because they were killed by a gun. To call attention to this issue, we held a graduation ceremony for this Lost Class, featuring an installation of 3,044 white chairs – one for each missing student – inspired by the headstones of Arlington National Cemetery. We then invited two prominent pro-gun advocates to deliver the commencement addresses.
To pull off the stunt, we created James Madison Academy, a fake online high school - complete with school crest, school merchandise and functional website - named after the author of the Second Amendment. David Keene, former NRA President, and John Lott, author of More Guns, Less Crime, gave the school’s commencement speech, which we filmed during what they believed was a dress rehearsal. The ocean of empty chairs visually accompanied by two prominent gun rights advocates sparked an international conversation around background checks. Ultimately, the film, along with print, OOH, and microsite, turned these two gun advocates into the unlikely spokesmen for an anti-gun violence campaign.
To pull off the stunt, we created James Madison Academy, a fake online high school - complete with school crest, school merchandise and functional website - named after the author of the Second Amendment. David Keene, former NRA President, and John Lott, author of More Guns, Less Crime, gave the school’s commencement speech, which we filmed during what they believed was a dress rehearsal. The ocean of empty chairs visually accompanied by two prominent gun rights advocates sparked an international conversation around background checks. Ultimately, the film, along with print, OOH, and microsite, turned these two gun advocates into the unlikely spokesmen for an anti-gun violence campaign.
2022 Awards
Total Points: 3
Merit Honor
Credits
Agency
Leo Burnett / Chicago
PR / Marketing Agency
MSL Group / Chicago
Tusk Strategies / New York
Client / Brand
Change the Ref Inc. / Coral Springs
Production Company
Hungry Man / Los Angeles
Music / Sound Production Company
Beacon Street / Venice
Post Production Company
No. 6 / New York
Art Director
Katie DiNardo
Sofia Gahn
Associate Creative Director
Ceara Adamson
Copywriter
Kelley Barrett
MacKenzie Hart
Creative Director
Jason LaFlore
Matt Turnier
Director
Bryan Buckley
Director of Photography
Scott Henriksen
Executive Creative Director
Sam Shepherd
Executive Producer
Ashley Geisheker
Caleb Dewart
Mino Jarjoura
Adrianne McCurrach
Corina Dennison
Thatcher Peterson
Leslie Dilullo
Illustrator
Sean Hannaway
Photographer
Neil DaCosta
Strategist
Sean Logan
Assistant Editor
Grace Yang
Riley Donigan
Founder / ECD
Phil Crowe
Global Chief Creative Officer of Leo Burnett Worldwide & Chief Creative Officer of Publicis Creative North America
Liz Taylor
Technical Creative Director
Sun Komen
VP, Design Director
Kyle Poff
VP, Strategy Director
Nimisha Jain
Account Supervisor, Corporate Reputation
Adam Skaf
Activist / Co-Founder
Manuel Oliver
Patricia Oliver
Associate Creative Resource Director
Phoebe Alvarez
Associate Producer
Kaitlin Bucaro
CEO
Andrew Swinand
Color Assistant
Corey Martinez
David Oh
Color Studio
Primary Color / Los Angeles
Colorist
Gregory Reese
Creative Resource Director
Nancy Parnell
Development
Danny Wirick
Executive Vice President, Head of Integrated Production
Mike Davidson
Executive Vice President, Head of Planning
Kaylin Goldstein
Head of Communications & Managing Director
Jackie Zupsic
Mixer
Rommel Molina
Music
Andrew Feltenstein
John Nau
Photography
Neil Dacosta Photography / Portland
Production Manager
Julie Lewandowski
Resolve Finisher
Maxwell Redinger
Senior Vice President
Baxter Townsend
SVP, Director, Production Operations
Michael Shanahan
VFX Company
Parliament / Santa Monica
VP, Account Director
Amy Walloch
VP, Corporate Reputation
Kappie Kopp
Web Development Company
Unicorns & Unicorns / Los Angeles
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