Cannes Lions

3D Activist

ALMA, Miami / CHANGE THE REF / 2019

Case Film
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Overview

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Overview

Background

The U.S. is in the midst of political turmoil. People’s ideologies are permeating everyday culture and gun policies are dividing an already fractured country.

3D-gun blueprints are available for anyone to download. These dangerous weapons can be made on demand and are untraceable, adding fuel to the gun violence crisis in the U.S.

Manuel Oliver, father of Joaquin Oliver, a gun violence activist who fell victim during the Parkland shooting on Valentine’s Day 2018, founded Change the Ref in his son’s honor and uses art to empower children with the tools they need to change the critical issues affecting our nation.

With the same technology used to make plastic guns, we printed a life-size replica of Joaquin, turning him into a symbol that will forever fight against gun violence.

The documentary chronicles the journey of a victim turned activist, sparking a much-needed debate about 3D-printed weapons and gun regulations.

Idea

We 3D-printed a life-size replica of Manuel’s son, Joaquin (Guac) Oliver, a gun violence activist who fell victim during the Parkland shooting.

With the same technology used to print the deadly weapons, we turned Guac into a symbol of the fight against gun violence.

The statue has details like his rosaries, an NFC pin to help him collect signatures and even a flower as a nod to the bouquet he was taking to his girlfriend on the day of the tragedy.

The 3D Activist’s transformation journey was captured in an expository documentary that had a creative idea at its core; a victim turned into 3D activist to fight for gun control.

We wanted a victim of gun violence to tell his own story in a powerful way; where he not only communicates a message but embodies the sad reality of the gun crisis in the U.S.

Strategy

Change the Ref’s approach mixes art and activism as a way to reach more people and explain social problems in a more relatable way. The campaign around our 3D sculpture is extremely relevant because it uses art to put in perspective the disastrous effects of the mass shooting pandemic aggravated by the online distribution of 3D gun blueprints.

Since Parkland, there have been nearly 350 mass shootings in the U.S. — nearly one a day. And because the threat lives on, Change the Ref will continue their fight all in efforts to safeguard our children from a government that is failing to provide them with the safety and protection that should be their birthright.

Sadly, the audience is anyone who could be a victim of the gun violence crisis; parents of students, voters, lawmakers and everyone who needs to listen to Joaquin’s story in efforts to create change.

Execution

The activist was 3D-printed with the same technology as the dangerous guns. The most powerful aspect of the execution is that it’s an exact 3D replica of Joaquin—from his height, clothes, sneakers, an NFC pin to help him collect signatures and even the flowers for his girlfriend on Valentine’s Day.

Guac was revealed in Times Square, NY, right before the midterm elections, then traveled to South Africa to join March for Our Lives and together they received the Children’s Peace Prize. Shortly thereafter, they went to Washington D.C., where they protested in front of the Capitol for gun regulations and continued his mission in Congress, where he visited those who have the power to make a change.

The 3D Activist’s transformation journey was captured in an expository documentary that had a creative idea at its core; a victim turned into 3D activist to fight gun violence.

Outcome

The impact of our project is immeasurable. We created the first activist whose ideals could transcend him being a victim and stand forever in the fight for gun reform.

So far, the 3D Activist has visited the floor of the House of Representatives as they debate for new common-sense gun laws and countless other politicians. He has been inducted into the March for our Lives organization and awarded the International Children's Peace Prize.

Best of all, the very same House of Representatives Joaquin visited has started the change we so desperately seek by passing HR8, the bill to update background checks and the FIRST gun reform legislation to pass since 1994.

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