ADC Awards

The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.

2022 ADC Awards - Motion / Film / Gaming Craft

The Lost Class

Agency Leo Burnett / Chicago + Change the Ref Inc. / Coral Springs + No. 6 / New York + Hungry Man / Los Angeles

Client Change the Ref Inc.

Category

Design for Good / Motion / Film Craft

Annual ID

ADC101_DFG031B

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.

2022 Awards

Total Points: 9

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

Director

Bryan Buckley

Director of Photography

Scott Henriksen

Executive Creative Director

Sam Shepherd 

Illustrator

Sean Hannaway 

Photographer

Neil DaCosta

Strategist

Sean Logan

Assistant Editor

Grace Yang
Riley Donigan

Associate Creative Director

Ceara Adamson

Associate Producer

Kaitlin Bucaro 

Colorist

Gregory Reese 

Account Supervisor, Corporate Reputation

Adam Skaf

Activist / Co-Founder

Manuel Oliver
Patricia Oliver

Associate Creative Resource Director

Phoebe Alvarez 

CEO

Andrew  Swinand 

Color Assistant

Corey Martinez
David Oh

Color Studio

Primary Color / Los Angeles

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 

Founder / ECD

Phil Crowe

Global Chief Creative Officer of Leo Burnett Worldwide & Chief Creative Officer of Publicis Creative North America

Liz Taylor

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 

Technical Creative Director

Sun Komen

VFX Company

Parliament / Santa Monica

VP, Account Director

Amy Walloch 

VP, Corporate Reputation

Kappie Kopp

VP, Design Director

Kyle Poff

VP, Strategy Director

Nimisha Jain 

Web Development Company

Unicorns & Unicorns / Los Angeles

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