Moms Demand Action/ MDA: EASTER SURPRISE CAMPAIGN, 1

Credits & Description:

Advertiser: MOMS DEMAND ACTION FOR GUN SENSE IN AMERICA
Agency: GREY GROUP CANADA
Category: Best Integrated Campaign Led by Direct Marketing
Editor (How Many Rounds?): Danica Pardo (Poster Boy Edit)
Editor (Documentary/Case Study): Dave De Carlo (Untitled Films)
Writer: Patrick Scissons (Grey (Canada))
Studio Artist: Patty Groff (Grey (Canada))
Agency Producer: Karen Blazer (Grey (Canada))
Art Director: Yusong Zhang (Grey (Canada))
Chief Creative Officer: Patrick Scissons (Grey (Canada))
Producer (Documentary): Tom Evelyn (Untitled Films)
Agency Producer: Vikki Kuzmich (Grey (Canada))
Producer (How Many Rounds?): Dan Arki (Shin Sugino Studios)
Director (Documentary): Hubert Davis (Untitled Films)
Producer (Documentary): Lexy Kavluk (Untitled Films)
Associate Content Director: Marshneill Abraham (Grey (Canada))
Executive Producer: Amanda Lariviere (Township & Company)
VFX Artist: Andres Kirejew (Township & Company)
Editor (Documentary/Case Study): Drew Stevenson (Untitled Films)
Director/Photographer (How Many Rounds?): Edin Robbins (Shin Sugino Studios)
Editor (Deja Vu): Griff Henderson (Poster Boy Edit)
Account Supervisor: Laura Rovinescu (Grey (Canada))
Agency Producer: Lisa Smith (Grey (Canada))
Art Director: Rob Trickey (Grey (Canada))
Sound Design (How Many Rounds?): Rocco Gagliese (The Eggplant Collective)

Outcome
Generated 243,796,229 unique views from earned media alone; including features on CNN, MSNBC, ABC, Current TV, and Washington Post. Recognized by the White House. Invited to introduce President Obama in a nationally televised address on gun control.1MM+, earned media unique views direct response video ads on YouTube, Facebook & Yahoo.Helped achieve 90% public support on proposed assault weapon ban and universal background checks.Approx. 22,000 calls or in person visits made by public to Senator offices across America.

Execution
‘Moms Demand Action for Gun Sense in America’ wanted to keep politics out of their message and instead appeal to the public’s common sense in a clear relatable way. The Kinder egg delivery was relevant, not only given the Easter time, but also because it tied back to their overarching mission – safety of children.

Implementation
We asked America one simple question: “Does it make sense?” It started in direct mail; moms delivering special eggs to media, celebrities & public, highlighting the fact that Kinder chocolate eggs are banned in the US – while assault weapons aren’t. In print a controversial print campaign (featuring the Kinder Egg as one of the executions) followed, attracting the attention from more than 200 million people worldwide. Direct response Film & online video ads, PR, social/digital and events were also part of the campaign.

Client Brief Or Objective
In December 2012, the Newtown massacre left 28 people dead, including 20 children. In April 2013 US Senators were returning to Washington DC to vote on stricter guns laws including a proposed assault weapons ban and background checks.