Cannes Lions

BULLET PROOF PAPER

OGILVY GUATEMALA, Guatemala, Central America / PUBLINEWS / 2014

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Case Film

Overview

Entries

Credits

Overview

Execution

To raise awareness about Celebratory Gunfire, and prove how easy it is to hit someone randomly when shooting into the air, we did some shooting too.

On the 20th of December, with a fake front cover, the Publinews edition was shot.

These free newspapers not only informed about the dangers and consequences of firing into the air but also proved that doing this is shooting someone. The bullet shot made a hole in the newspaper hitting randomly the pictures of the people in the news and in the ads of the edition.

Outcome

80,000 newspapers where given raising such awareness that 2013 Holliday Season registered, for the first time in 5 years, a decrease in victims from celebratory gunfire and the first condemnation for this crime in Guatemala was given 3 months later.

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