When it comes to the polarizing topic of gun violence and regulation, there's one thing everyone can agree on—Assault weapons were designed for military use. Their advanced power, speed and technology have been optimized for mass casualties. That’s what makes them weapons of war. And they are currently in the hands of everyday, untrained citizens.
When our client, The Brady Foundation, approached us, they were looking for a way to separate these weapons of war from every day handguns (something that was so polarizing that it would likely end in a stalemate.) Our goal was to position assault weapons as military-use firearms that turn everyday people into Veterans of war to inspire people to use their votes and voices to support the reinstatement of the Assault Weapons Ban.
Our campaign featured a film, (Bronze winner at 2023 Cannes Lions) and a print campaign that showed the similarities between veterans of war and citizens caught in the crossfire. Our print was featured in Times Square.
762M earned media reach with a 66% increase in assault weapon conversations, including being featured on CNN, Fast Company and TIME.
