Cannes Lions

Gun Crazy

GREY NEW YORK, New York / STATES UNITED / 2016

Awards:

1 Silver Cannes Lions
3 Bronze Cannes Lions
4 Shortlisted Cannes Lions
Case Film
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Overview

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Credits

Overview

Description

We made a movie called Gun Crazy. A website, movie trailer and posters were developed to excite fans and seed this film as the latest gun-filled Hollywood blockbuster. We then invited self-professed action movie lovers to the premiere.

When the film rolled, the audience was shocked to see real footage of gun violence, including unintentional shootings, incidents of domestic violence and homicides. Hidden cameras filmed the stunned reactions and post-screening interviews revealed the impact the film had on viewers.

The footage was captured in the powerful Gun Crazy PSA which brings to light the campaign’s core message: We need to change the way we look at guns – we would be crazy not to.

Execution

The campaign mirrored a true movie launch. To excite action movie lovers we launched a website housing the trailer 6 weeks prior to the screening. Simultaneously, movie posters were placed in high traffic areas throughout New York City – e.g. Times Square subway platforms – also driving traffic to the website.

We then invited self-professed action movie lovers to the screening. The screening was held at Cinema Village in NYC, a theater known for showing provocative independent films. The theater was dressed with movie posters, and the marquee was changed to read “Gun Crazy.”

When the film rolled, the audience was shocked to see real footage of gun violence. Hidden cameras filmed the stunned reactions and post-screening interviews revealed the impact the film had on viewers.

The footage was captured in the powerful Gun Crazy PSA (GunCrazyPSA.com).

Outcome

MEDIA MAGNIFIED OUR MESSAGE

- “My god. Gut wrenching and dare I say, brilliant.” Trymaine Lee, National Reporter MSNBC

- In the two weeks post-launch, Gun Crazy attained +72MM earned media and social media impressions through public relations outreach, achieving our objective of driving awareness and igniting a national dialogue on both sides.

- Earned advertising value of ~$924,000

MADE THE ISSUE TOP OF MIND

The film strengthened an ongoing conversation about gun violence in America. It premiered against the backdrop of a presidential race in which gun violence has fueled a divisive debate.

MOST IMPORTANTLY, CHANGED VIEWS

After seeing Gun Crazy, 94% of viewers said this film changed the way they look at guns.

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