| Titel | Gun violence |
| Agentur | Energy BBDO |
| Kampagne | New Recruits |
| Werbende | Change the ref |
| Marke | Change the ref |
| Datum der ersten Ausstrahlung/Veröffentlichung | 2023 / 4 |
| Geschäftsbereich | Karitative, Ehrenamtliche Organisationen |
| Story | The activation, ‘New Recruits’ is Change the Refs latest effort to ignite a movement to ban ‘weapons of war’. The catalyst for this idea started with a tweet. When President Biden shared the statistic that over the last two decades, more school-aged children have died from guns than on-duty police officers and active-duty military combined, it shook us to our core. |
| Philosophie | The idea places children in the heart of a warzone, showcasing the shocking fact that if they were active-duty military, they might face a safer reality than the one America’s gun-centric culture has wrought at home. ‘New Recruits’ places children in the heart of a warzone, showcasing the shocking fact that if they were active-duty military, they might face a safer reality than the one America’s gun-centric culture has wrought at home. The event will take place at a ‘faux-recruitment’ centre. The key message is: “Send your children to war. It’s safer than sending them to school.” The idea is designed to come to life across a variety of channels, from OOH, to social, digital placements, radio and even in a physical location; a ‘faux-recruitment’ centre that we created in Montclair, NJ. The goal now is to raise awareness about the crushing reality our children face every day, amplify awareness for the Change the Ref organisation, and push for a ban on weapons of war. |
| Medientyp | Case Study |
| Länge | |
| Music / Sound Design | Human |
| Werbeleiter | Patricia Oliver |
| Werbeleiter | Manuel Oliver |
| Werbeleiter | Anna Johnson |
| Chief Creative Officer | Luiz Sanches |
| Chief Creative Officer | Josh Gross |
| Creative Director | Charles Foley |
| Creative Director, Copywriter | Gary du Toit |
| Copywriter / Art Director / Retoucher | Charles Foley |
| Art Director | Lance Vining |
| Produktionsleitung | Alex Gianni |
| Agency Producer | Hayley Baldwin |
| Public Relations | Olivia Dames |
| Public Relations | Laurie Parish |
| Business Affairs Manager | Kathleen Bannon |
| Regisseur | Flynn Drew |
| Studio-Manager | Mitch Monzon |
| Executive Producer | Jeff Davis |
| Produzent | Serena Lignel |
| Business-Manager | Peter Loftus |
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