The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2019 One Show - Moving Image Craft

The Most Vicious Cycle

Agency McCann / New York

Client March for Our Lives
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Annual ID

OS_MI19043S

About the Work

Gun violence in the U.S. is a vicious cycle. Every shooting is followed by public outrage, thoughts and prayers, false promises. And then it happens again because the gun lobby pays politicians to maintain the status quo. The only way to end this cycle is by getting young people to vote. March for Our Lives activists launched a music video to mobilize young people three weeks before the midterm elections. Using the storytelling device of a Rube Goldberg machine, the video dramatizes the cycle. It repeats three times (with subtle differences) to emphasize that gun violence will never end until young people #VoteforOurLives. The music video features “Safe,” a new song written by high school student Sage Sebert and his sister, popstar Kesha. The film was launched on MTV and spread across social media via the artists and activists. The music video features “Safe,” a new song written by high