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2022 One Show - Public Relations

The Lost Class

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

Client Change the Ref Inc.

Category

Integrated PR Campaign

Annual ID

OS22_PR005G

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 and invited two prominent pro-gun advocates to deliver the commencement addresses. To do this, 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. The impact of the speeches went beyond the ceremony and into the news cycle, being covered by countless media outlets, both national and international.

2022 Awards

Total Points: 45

Credits

Agency

Leo Burnett / Chicago

PR / Marketing

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

Director

Bryan Buckley

Director of Photography

Scott Henriksen

Executive Creative Director

Sam Shepherd 

Illustrator

Sean Hannaway 

Strategist

Sean Logan

Assistant Editor

Grace Yang
Riley Donigan

Associate Creative Director

Ceara Adamson

Associate Producer

Kaitlin Bucaro

Colorist

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 

CEO

Andrew  Swinand 

Color Assistant

Corey Martinez
David Oh 

Color Studio

Primary Color / Los Angeles

Creative Resource Director

Nancy Parnell 

Development 

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 and Managing Director 

Jackie  Zupsic

Mixer

Rommel Molina 

Music

Andrew Feltenstein
John Nau 

Photography

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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