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2022 One Show - Experiential & Immersive

The Lost Class

Agency Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs

Client Change the Ref Inc.


Best of Experiential & Immersive

Annual ID


About the Work

Firearms are the leading cause of death for children and teens in America. This year alone, 3,044 members of the high school class of 2021 didn’t graduate because they were killed by a gun. To call attention to this, we held a graduation ceremony for this Lost Class, featuring an installation of 3,044 white chairs – one for each missing student – inspired by the headstones of Arlington National Cemetery. We then invited two prominent pro-gun advocates to deliver the commencement addresses.

To pull off the stunt, we created James Madison Academy, a fake online high school named after the author of the Second Amendment. We then invited David Keene, former NRA President, and John Lott, author of More Guns, Less Crime, to make the school’s commencement speech. We filmed their speeches during what they believed was a dress rehearsal. But really, they were speaking to The Lost Class of 2021 - those students who couldn’t graduate this year because they were killed by a gun. In doing this, these two gun advocates became the unlikely spokesmen for our anti-gun violence campaign.

2022 Awards

Total Points: 90

Best of Discipline Pencil



Leo Burnett / Chicago

PR / Marketing Agency

MSL Group / Chicago
Tusk Strategies / New York

Client / Brand

Change the Ref Inc. / Coral Springs

Production Company

Hungry Man / Los Angeles

Music / Sound Production Company

Beacon Street / Venice

Editing Company

No. 6 / New York


Bryan Buckley

Director of Photography

Scott Henriksen

Executive Creative Director

Sam Shepherd 


Sean Hannaway 


Sean Logan

Assistant Editor

Grace Yang
Riley Donigan

Associate Creative Director

Ceara Adamson

Associate Producer

Kaitlin Bucaro


Gregory Reese 

Project Manager

Julie Lewandowski 

Account Supervisor, Corporate Reputation

Adam Skaf

Activist / Co-Founder

Manuel Oliver
Patricia Oliver

Associate Creative Resource Director

Phoebe Alvarez 


Andrew  Swinand 

Color Assistant

Corey Martinez
David Oh 

Color Studio

Primary Color / Los Angeles

Creative Resource Director

Nancy Parnell 


Danny Wirick

Executive Vice President, Head of Integrated Production

Mike Davidson

Executive Vice President, Head of Planning

Kaylin Goldstein 

Founder / ECD

Phil Crowe

Global Chief Creative Officer of Leo Burnett Worldwide & Chief Creative Officer of Publicis Creative North America

Liz Taylor

Head of Communications & Managing Director

Jackie  Zupsic


Rommel Molina 


Andrew Feltenstein
John Nau 


Neil Dacosta Photography / Portland

Resolve Finisher

Maxwell Redinger

Senior Vice President

Baxter Townsend

SVP, Director, Production Operations

Michael Shanahan 

Technical Creative Director

Sun Komen

VFX Company

Parliament / Santa Monica

VP, Account Director

Amy Walloch

VP, Corporate Reputation

Kappie Kopp

VP, Design Director

Kyle Poff

VP, Strategy Director

Nimisha Jain 

Web Development Company

Unicorns & Unicorns / Los Angeles

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