Sandy Hook Promise: Back to School Essentials - Case Image

Credits & Description:

Title of Entry: Back to School Essentials
Brand: Sandy Hook Promise
Product/Service: Sandy Hook Promise
Client: Sandy Hook Promise
Entrant Company: BBDO New York
Creative Agency: BBDO New York
Chief Creative Officer: David Lubars (BBDO Worldwide), Greg Hahn (BBDO NY)
Creative Director: Peter Alsante (Senior Creative Director), Bianca Guimaraes
Art Director: Lance Vining (ACD/ AD), Marcus Johnston
Copywriter: Jim Connolly/ Gary du Toit (ACD/ CW)
Account Executive: Lindsey Cash/ Elizabeth JAcobs/ Melissa Blache (Account Team)
Account Manager: Ben Bass/ Michael Schonfeld/ Chris Daniele (Planning + Data Team)
Production Company: Smuggler
Producer: EXECUTIVE PRODUCER: Drew Santarsiero, LINE PRODUCER: Leah Allina
Date of Release: 2019-09-17
Director: Henry Alex Rubin
DOP: Autumn Durald Arkapaw
Notes: In America, gun violence is a public health crisis. Firearms are the third leading killer of children (behind illnesses and car crashes) with almost 15,000 children being killed or injured in gun-related incidents every year. Because shooters always display signs that reflect their deteriorating mental health, Sandy Hook Promise believes that people can prevent shootings by learning to spot these signs. To get their message out, they created branded content that starts out like a typical back-to-school ad, but takes a darker turn when it becomes clear that there’s a shooter in the school, and the pupils must use their new school items to survive. It ends with the message that the only real back-to-school essential is learning the signs of a shooter, and stopping school shootings before they happen. For the launch, we engaged influencers, who released the film on their channels as a “back-to-school” content–without revealing that it was for Sandy Hook Promise. People immediately started sharing the content, with the result that it received 26 million views in the first 24 hours, and 80 million in total. The PSA became a trending topic on Twitter and generated 3.9 billion media impressions.
Editing Company: Number 6 Edit
Editor: Jason Macdonald, ASSISTANT EDITOR: Renn Cheale
VFX Company: CONFORM / VFX / FINISH COMPANY: No6 Edit
Music Company: JSM
Casting: Doreen Frumkin
Other Credits: David Rolfe (Head of Integrated Production)
Other Credits: Alex Gianni (Group Executive Producer), Molly Ross (Associate Producer), Julia Millison (Music Producer)
Other Credits: TELECINE COMPANY: Company 3
Other Credits: TELECINE ARTIST: Tim Masick, Producer: Alexandra Lubrano
Other Credits: CONFORM ARTIST: Ed Skupeen, Flame Assist: Mark Reyes
Other Credits: PRODUCER: Laura Molinaro, GFX: David Gerber
Other Credits: CEO/CCO: Joel Simon Executive Producer: Jeff Fiorello COMPOSER: Jason Krebs / Joel Simon PRODUCER: Norm Felker / Andrew Manning Sound Designer: Nathan Kil
Other Credits: ENGINEER: Jeremy Siegel, Keith Reynaud, Evan Mangiamele, Elizabeth McClanahan Managing Partner: Gloria Pitagosky Executive Producer: Jackie James & Sasha Awn PRODUCER: Andi Lewis Sound Designers: Evan Mangiamele, Jeremy Siegel, Keith Reynaud, Assistant Audio Engineers: Tom Morris, Seth Brogdon, Evan Anderson, Ronnie Stapleton
Other Credits: Media Agency: PHD Bob Estrada, Client Business Lead Nichole Verost, Associate Strategy Director Gretchen Smith, Digital Performance Director Alison Horowitz, Strategy Supervisor Caren Axelrod, Associate Director, Social Media Harry Keeshan, President, Video Investment Seth Glosman, Managing Director, Integrated Investment Paul Salman, Director, Video Investment Amy Turner, Associate Director, Published Media Amanda Knoll, Supervisor, Published Media Grace Collins, US Director, Local Investment Jeanne Boland, Group Director, Local Investment
Other Credits: PR Agency: Dini von Mueffling Communications Dini von Mueffling, Founder & CEO Stephanie Morris, Publicist Janine Brady, Account Director