Gun by Gun: 100 Things

Credits & Description:

Nomination: Design
Category: Design Craft: Copywriting
Award: Silver Lion
Title: 100 Things
Agency: Ddb New York
Brand: Gun By Gun
Country: USA
Entrant Company: Ddb New York
Advertising Agency: Ddb New York
Head Of Art: Bruno Oppido (Ddb New York)
Associate Creative Director: Lucas Casão (Ddb New York)
Chief Creative Officer: Icaro Doria (Ddb New York)
Associate Creative Director: Guilherme Rácz (Ddb New York)
Copywriter: Tom Mandel (Ddb New York)
Art Director: Cara Johnson (Ddb New York)
Creative Coordinator: Rachel Seiden (Ddb New York)
Creative Director: Thiago Carvalho (Ddb New York)
Campaign Description:
In the United States, harmless activities are harder to do than harmful ones. We wrote a list of 100 things that take longer than buying a gun. The 100 things were simple tasks like buying a fancy coffee at Starbucks. For each of the 100 things, we compared it to a real gun that was purchased, and killed real people. So the full headline of the idea was: 100 things that take longer than buying a gun, and the 285 people in 2016 who died because of it.
Execution:
The main elements were the headline, the massive amount of copy, and the gun visuals. We integrated them together into one shape that both frightens the viewer and draws him in to read the message. Keeping a small number of colors let the “100 things” speak for themselves.
Synopsis:
There are too many guns in America, and the number keeps going up. Gun by Gun is a non-profit that works to take unwanted guns out of communities by organizing crowdfunded campaigns that sponsor gun buybacks across the country. The organization allows people to make a tangible impact on the safety of their communities.
Outcome:
The poster was displayed at Gun by Gun events, inspiring the crowd to partner with the organization and start their own local anti-gun programs.
Strategy:
Gun by Gun is a lesser-known nonprofit, so the execution had to be arresting. We were targeting like-minded anti-gun individuals who would be motivated to donate and get involved. They’ve heard statistics about guns before, so we needed an emotional approach that showed how ridiculously easy it is to buy a gun in America.