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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
Editor
Ben Jordan
Winter Brihn
Producer
Patrick Milling Smith
Brian Carmody
Drew Santasiero
Sarah Michler
Cat Restepo
Erica Thompson
Chris Delarenal
Andrea Lewis
Social Media Manager
Lucy Bennett
Writer
Tom Kraemer
Agency Producer
David Rolfe
Julian Katz
Molly Ross
Cinematographer
Nathan Wilson
Digital Artist / Multimedia
Tim Masick
Music / Sound
Eric Warzecha
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