Category: Public Interest, NGO
Brand: Independent Enthusiasts for Gun Control
Agency: Publicis
Geo: Russia
Additional Info: Ambient/ Experimental
Advertising Agency: Publicis, Moscow, Russia
Executive Creative Director: Anton Zimin
Creative Group Head: Andrey Yarynich
Art Director: German Kapitonov
Copywriters: Nikita Bocharov, Alexandra Zaitseva
Junior Copywriter: Anton Fedoseev
Group Acсount Director: Valeria Peturina
Published: March 2017
Description: Visitors of webrifle.org could control a robotized rifle with a touchpad and “shoot” real people with a tap on a space button in real time. The social experiment had a goal to understand if people are responsible enough to own guns without any gun control. They simply gave out guns to everyone.
Activists closed a small city square for a day and brought actors to make it as real as possible. Most of the shooters were gun owners. There was also a live chat where experimenters could see people’s reaction. Shooters were shocked since they were thinking they had killed someone for real. Most of them wrote that now they would think twice before taking a gun in their hands. Out of 254 shooter almost every 27 took the shot. The project was named Every27th and turned into a campaign against gun violence.