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.

2023 One Show - Moving Image Craft & Production

Gun Survivor Reviews

Agency Energy BBDO / Chicago + Guns Down America / Youngstown + CANJA Audio Culture / Curitiba

Client Guns Down America



Annual ID


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.

2023 Awards

Total Points: 3




Energy BBDO / Chicago

Client / Brand

Guns Down America / Youngstown

Music / Sound Production Company

Canja Audio Culture / Curitiba

Art Director

Gabriel Barrea


Zé Baldin

Chief Creative Officer

Josh Gross
Pedro Perez

Executive Creative Director

Ioana Filip

Executive Producer

Jeff Davis

Music Supervisor

Diego Zorrilla


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

Related Awards





Follow Us