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.
Category
Online-only Films & Video / Over 60 Seconds - Series
Annual ID
OS23_FI108M
About the Work
The online gun community registers billions of views and millions of new followers every year. In the US, 97% of people are more likely to buy a product after watching an online review, including gun purchases. In a country where 45,000 people die every year from gun-related injuries, there is a need for higher online gun safety standards and greater accountability from gun content creators. Guns Down America, an NGO focused on higher standards for gun ownership.
We created gun reviews by people who understand a gun’s capacity to inflict death and destruction better than anyone: gun violence survivors. Each survivor reviewed the exact gun that almost took their life, describing its technical specs and performance capabilities, before sharing their own personal near-death experience with that gun, mimicking the exact format used by the most popular gun reviewers. We created our own channel where our survivors’ reviews called for warning labels on gun-related content, and greater accountability from creators and media sites.
Gun safety standards have to start from within the gun community. To do this, we hijacked the format used by gun enthusiasts – online gun reviews – and told the gripping stories of gun violence survivors reviewing the very guns that almost took their lives. By posting the reviews in gun enthusiast communities and engaging with them on social media, we ensured our target - gun content creators - would inevitably see our message.
“Gun Survivor Reviews” was the first digital-first campaign designed specifically to live in places where consumers and the online gun community would be primed to listen and engage. Data was used to inform everything from type of gun reviewed, to content placement for maximum impact. Working together, PR and social were used to amplify our reviews and drive conversation in the online gun community.
We created gun reviews by people who understand a gun’s capacity to inflict death and destruction better than anyone: gun violence survivors. Each survivor reviewed the exact gun that almost took their life, describing its technical specs and performance capabilities, before sharing their own personal near-death experience with that gun, mimicking the exact format used by the most popular gun reviewers. We created our own channel where our survivors’ reviews called for warning labels on gun-related content, and greater accountability from creators and media sites.
Gun safety standards have to start from within the gun community. To do this, we hijacked the format used by gun enthusiasts – online gun reviews – and told the gripping stories of gun violence survivors reviewing the very guns that almost took their lives. By posting the reviews in gun enthusiast communities and engaging with them on social media, we ensured our target - gun content creators - would inevitably see our message.
“Gun Survivor Reviews” was the first digital-first campaign designed specifically to live in places where consumers and the online gun community would be primed to listen and engage. Data was used to inform everything from type of gun reviewed, to content placement for maximum impact. Working together, PR and social were used to amplify our reviews and drive conversation in the online gun community.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Energy BBDO / Chicago
Client / Brand
Guns Down America / Youngstown
Music / Sound Production Company
Canja Audio Culture / Curitiba
Art Director
Gabriel Barrea
Copywriter
Zé Baldin
Chief Creative Officer
Josh Gross
Pedro Perez
Creative Director
Ricardo Salgado
Rodolfo Fernandes
Editor
Casey Cobler
Steven Mach
Executive Creative Director
Ioana Filip
Executive Producer
Jeff Davis
Music Supervisor
Diego Zorrilla
Producer
Lily McNamara
Account Director
Juan Roman
Content Producer
Matt Scheffer
Senior Designer
Victor Ferreira
Account Manager / Executive Producer
Nessa Mafra
Associate Director of Project Management
Caroline Helms
CCO of North America
Luiz Sanches
Chairman / Chief Creative Officer
David Lubars
Chief Innovation Officer
Alan Parker
Chief strategy Officer
Larry Gies
Creative Director / Writer
Dan McCormack
Director / Director of Photography
Flynn Drew
Director of Creative Services
Erin Welsh
Director of Unified Production Solutions
Matt Scoville
Group Account Director
Billy Jones
Group Director, Integration Strategy
Leah Gritton
Head of Integrated Production
John Pratt
Music Direction
Eduardo Karas
Filipe Resende
Lucas Sfair
Music Production / Sound Design
Erica Silva
Nando de Castro
Post producer
Samantha Vaupel
President & CEO
Jeff Adkins
Project Coordination
Ana Flor Bohrer
Flavia Medeiros
Matheus Peres
Senior Social Strategist
Chelsea Hendricks
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