Cannes Lions

Anti-Viral Weapon

ALMA, Miami / CHANGE THE REF / 2020

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Case Film
Case Film

Overview

Entries

Credits

Overview

Background

In the US, where gun culture is celebrated, the fear of civil unrest during COVID-19 triggered a huge spike in gun sales, skyrocketing to the point that the NRA successfully lobbied to get gun retailers deemed an 'essential service' by the federal government.

Idea

We manufactured a weapon for people to truly protect themselves and their families: soap in the shape of a gun.

The more our #AntiviralWeapon is used, the safer everyone's lives would be. As our soap guns dissolve, people would see how important it is for real guns to vanish as well.

Strategy

The COVID-19 pandemic triggered a massive spike in firearm and ammunition sales, skyrocketing to the point that the NRA successfully lobbied to get gun retailers deemed an 'essential service' by the federal government.

In response to this adverse environment, we targeted consumers in the U.S. who considered buying guns and ammo as a mode of self-defense during the pandemic. Instead, we gave them a real weapon against the virus: soaps in the shape of guns.

Execution

We manufactured a weapon for people to truly protect themselves and their families during the pandemic: soap in the shape of a gun. The more our #AntiviralWeapon was used, the safer everyone’s lives would be. As our soap guns dissolved, hundreds of people realized how important it was for real guns to vanish as well.

The idea was created together with Change the Ref, a non-profit organization with a mission to end gun violence in the U.S. founded by Manuel Oliver, father of a Parkland, Florida mass shooting victim. The #AntiviralWeapon soaps were distributed to those who requested them through Change the Ref's social networks and changetheref.org. The soaps were also delivered to various gun control advocates to join the movement and distribute the soaps.

Outcome

The results of the campaign include:

-20 Million+ impressions of earned media with no budget

-200% donations increase to the Change the Ref organization and site traffic increase

-1300+ Soaps distributed

Many international and national news outlets also joined our campaign, helping us bring attention to this collateral pandemic issue. They amplified our invitation for people to wash their hands, explaining how the more they use our soaps to protect themselves and their families, the more they would also realize just how important it was for real guns to vanish as well.

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