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States United To Prevent Gun Violence Adverts & Commercials Archive

Gun Crazy [video]

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Credits & Description:

Agency: Grey New York
Brand: States United To Prevent Gun Violence
Country: USA
Advertising Agency: Grey New York
Entrant Company: Grey New York
Media Agency: Grey New York
Pr Agency: Grey New York
Production Company: Uppercut, New York
Additional Company: Uppercut, New York
Writer: Andre Bittar (Grey New York)
Senior Account Executive, Pr: Ashley Pultz (Grey Activation & Pr)
Executive Producer, Supply & Demand: Charles Salice (Supply & Demand)
Art Director: Daniel Soares (Grey New York)
Colorist/Vfx Artist, Uppercut: Joe Wenkoff (Uppercut)
Lead Editor: Micah Scarpelli (Uppercut)
Art Director: Roy Torres (Grey New York)
Executive Producer: Stefanie Basset (Uppercut)
Executive Producer, Supply & Demand: Tim Case (Supply & Demand)
Associate Producer: Brett Zuckerman (Grey New York)
Chief Creative Officer: Andreas Dahlqvist (Grey Global)
Account Supervisor, Pr: Brittani Kaim (Grey Activation & Pr)
Director: Damien Drake (Rival School Pictures)
Svp Account Director: Elizabeth Gilchrist (Grey New York)
Mixer/Engineer: Guy Rosmarin (Vision)
Chairman Global Creative Council: Per Pedersen (Grey New York)
President, Grey Activation/Pr & Talent: Amy Tunick (Grey Activation & Pr)
Director: Andrew Lane (Rival School Pictures)
Evp, Director Of Film Production: Bennett Mccarroll (Grey New York)
Executive Creative Director: Rob Perillo (Grey New York)
Group Creative Director: Joao Coutinho (Grey New York)
Group Creative Director: Marco Pupo (Grey New York)
Executive Creative Director: Rob Lenois (Grey New York)
Vp/Account Director: Jessica Kingsbery (Grey New York)
Account Supervisor: Kate Neupert (Grey New York)
Editor: Alvaro Del Val (Uppercut)
Assistant Editor: Mah Ferraz (Uppercut)
Vp/Account Director, Activation: Amol Rana (Grey Activation & Pr)
Copywriter: Brian Eilbott (Grey New York)
Vice President Senior Music Producer: Zachary Pollakoff (Grey New York)
Synopsis:
AMERICA HAS A GUN PROBLEM.3
000 Americans die from gun violence each year.DESPITE THIS, WE LIVE IN A CULTURE THAT GLORIFIES GUNS.We are exposed to considerable gun violence in films. More than that, guns are often depicted as a means to keep you safe – killing the bad guys. As a result, a shocking 63% of Americans think owning a gun will actually make you safer. BUT, STUDIES SHOW THAT MORE GUNS = MORE DEATH.Research shows that owning a gun actually increases the risk of death & injury. STATES UNITED TO PREVENT GUN VIOLENCE (SUPGV) STRIVES TO REDUCE GUN-RELATED DEATH AND INJURY. SUPGV works to make Americans safer through education, advocacy, and legislation & bringing the impact of gun violence to the attention of political leaders, the public and media.SUPGV’S GOALShowcase the need for society to re-sensitive themselves to the gruesome consequences of gun violence.
Campaign Description:
We made a movie called Gun Crazy. A website, movie trailer and posters were developed to excite fans and seed this film as the latest gun-filled Hollywood blockbuster. We then invited self-professed action movie lovers to the premiere. When the film rolled, the audience was shocked to see real footage of gun violence, including unintentional shootings, incidents of domestic violence and homicides. Hidden cameras filmed the stunned reactions and post-screening interviews revealed the impact the film had on viewers. The footage was captured in the powerful Gun Crazy PSA which brings to light the campaign’s core message: We need to change the way we look at guns – we would be crazy not to.
Execution:
The campaign mirrored a true movie launch. To excite action movie lovers we launched a website housing the trailer 6 weeks prior to the screening. Simultaneously, movie posters were placed in high traffic areas throughout New York City – e.g. Times Square subway platforms – also driving traffic to the website. We then invited self-professed action movie lovers to the screening. The screening was held at Cinema Village in NYC, a theater known for showing provocative independent films. The theater was dressed with movie posters, and the marquee was changed to read “Gun Crazy.” When the film rolled, the audience was shocked to see real footage of gun violence. Hidden cameras filmed the stunned reactions and post-screening interviews revealed the impact the film had on viewers. The footage was captured in the powerful Gun Crazy PSA (GunCrazyPSA.com).
Strategy:
AMERICA HAS A GUN PROBLEM.3
000 Americans die from gun violence each year.DESPITE THIS, WE LIVE IN A CULTURE THAT GLORIFIES GUNS.Gun violence in films has nearly tripled since 1985. (CNN)USED FILM AS A FORUM TO EXPOSE THE HORRIFIC REALITY OF GUN VIOLENCE IN AMERICA. Self-professed action movie lovers were invited to a screening of Gun Crazy, billed as the latest gun-filled Hollywood blockbuster. When the film rolled, the audience was shocked to see real footage of gun violence.THE CAMPAIGN’S CORE MESSAGE WAS CLEARWe need to change the way we look at guns. We would be crazy not to. DEBUT WAS STRATEGICALLY PLANNED FOR CULTURAL RELEVANCE. The film premiered against the backdrop of a presidential race in which gun violence has fuelled a divisive debate.
Outcome:
MEDIA MAGNIFIED OUR MESSAGE -“My god. Gut wrenching and dare I say, brilliant.” Trymaine Lee, National Reporter MSNBC-In the two weeks post-launch, Gun Crazy attained +72MM earned media and social media impressions through public relations outreach, achieving our objective of driving awareness and igniting a national dialogue on both sides.-Earned advertising value of ~$924,000MADE THE ISSUE TOP OF MIND The film strengthened an ongoing conversation about gun violence in America. It premiered against the backdrop of a presidential race in which gun violence has fuelled a divisive debate. MOST IMPORTANTLY, CHANGED VIEWS After seeing Gun Crazy, 94% of viewers said this film changed the way they look at guns.

The TV Commercial Ad titled Gun Crazy [video] was done by Grey New York advertising agency for brand: States United To Prevent Gun Violence in United States. It was released in the Mar 2016.

Advertising campaign


Awards:

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