The One Show
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Category
Best of Creative Use of Data
Annual ID
OS22_CU001G
About the Work
Firearms are the leading cause of death for children and teens in America. We analyzed CDC data dating back eighteen years and found that 3,044 kids meant to be graduating in 2021 aren’t alive today because they were killed by a gun. To visualize this statistic, we held a graduation ceremony for this Lost Class, featuring an installation of 3,044 white chairs. We then 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.
2022 Awards
Total Points: 90
Best of Discipline Pencil
Credits
Agency
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
Art Director
Katie DiNardo
Sofia Gahn
Copywriter
Kelley Barrett
MacKenzie Hart
Creative Director
Jason LaFlore
Director
Bryan Buckley
Director of Photography
Scott Henriksen
Executive Creative Director
Sam Shepherd
Executive Producer
Ashley Geisheker
Caleb Dewart
Mino Jarjoura
Corina Dennison
Thatcher Peterson
Leslie DiLullo
Adrianne McCurrach
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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