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2018 One Show - Moving Image Craft

Tomorrow's News

Agency BBDO / New York + Smuggler

Client Sandy Hook Promise

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Category

Craft - Writing / Single

Annual ID

OS_MI18080M

About the Work

With 93 people killed daily by guns in America, many feel helpless against gun violence. Sandy Hook Promise wanted people to know that they could stop the next shooting if they learn the signs. We created an online film called “Tomorrow’s News” that shows a fictitious news report about a shooting expected to happen tomorrow. In the film, witnesses, first responders and acquaintances of the shooter speak about the tragedy in the future tense – to stress the preventability of the shooting. We partnered with news bloggers to share our film as real news. So our story needed to be crafted to contain the same cues as a real, local news report. This created a level of authenticity and relatability that connected with viewers, leading to more interaction and shares. National and local newscasts picked up the story – and many real-life TV journalists even tweeted out “Tomorrow’s News.”

2018 Awards

Total Points: 2

Merit

Credits

Agency

BBDO / New York

Production Company

Smuggler

Art Director

Bianca Guimaraes

Chief Creative Officer

David Lubars
Greg Hahn

Creative Director

Peter Alsante

Director

Henry-Alex Rubin

Social Media Manager

Lucy Bennett

Writer

Tom Kraemer

Cinematographer

Nathan Wilson

Digital Artist / Multimedia

Tim Masick

Music / Sound

Eric Warzecha

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