The One Show
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Category
Non-Profit - Experiential Advertising / Experiential Advertising
Annual ID
CP16019G
About the Work
6 out of 10 Americans believe owning a gun makes homes safer. Studies show it actually increases risk of injury and death. To debunk this misperception, SUPGV, a small, non-profit organization, did the unthinkable… they opened a gun store and invited in first-time gun buyers. Customers were shocked with unsettling histories behind different firearms, including homicides, suicides and unintentional & mass shootings. SUPGV captured their stunned reactions via hidden cameras and launched a powerful PSA to inform those interested in purchasing guns for safety of the potential risks and unpredictable outcomes. Gunswithhistory.com mirrors the experience online, featuring guns’ deadly histories and a risk evaluation tool, showing statistics based on gun buyers' personal data. SUPGV had $0 for media, so relied on the power of the creative idea to garner consumer and press attention.
2016 Awards
Total Points: 25
Gold Pencil
Credits
Agency
Grey / New York
Production Company
Rival School Pictures / New York
Chief Creative Officer
Tor Myhren
Andreas Dahlqvist
Per Pedersen
Creative Director
Marco Pupo
Joao Coutinho
Designer
Han Lin
Ryan Hoelting
Director
Andrew Lane
Executive Creative Director
Stephen Krauss
Ari Halper
Creative Team
Elizabeth Gilchrist
Amy Tunick
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