ADC Awards

ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. 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.

2023 ADC Awards - Experiential Design

Thoughts & Prayers

Agency McCann / New York + JSM Music

Client March For Our Lives

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Category

Live Experiences / Guerrilla / Stunt

Annual ID

ADC102_EXP005S

About the Work

In the wake of the school shooting in Parkland, FL, survivors organized the largest single-day protest against gun violence in history. Millions marched on Washington in the March For Our Lives protest. Even more protested throughout the nation. They had one goal: push Congress to pass gun control legislation to prevent another tragedy. Despite conducting some of the biggest protests and anti-gun campaigns in the world, the government failed them. After 4 years and 170,000+ more gun deaths, not one piece of legislation has passed the Senate floor. Before the freshman class of the Parkland shooting graduated, nothing changed.

For their four-year anniversary, March For Our Lives asked us to help call out Washington’s inaction with a clear and powerful message. Our objective was to create national buzz around Congressional inaction on gun violence and push Washington to finally pass gun control legislation. We spelled out “THOUGHTS AND PRAYERS” with 1,100 body bags, representing the 170,00+ lives lost since the Parkland shooting, laid out across the National Mall lawn in front of Congress. The body bags took up 3 football fields worth of space on the lawn leaving Congress no choice but to see the deadly impact of their empty words. That day, Founder David Hogg was invited to the White House and we finally saw the action we’ve been demanding.

2023 Awards

Total Points: 21

Credits

Agency

McCann / New York

Music / Sound Production Company

JSM Music

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