Alaina Crystal
Planeador at AMV BBDO
New York, Estados Unidos
TituloEvan
Agência
Campanha Know Your Signs
Anunciante Sandy Hook Promise
Marca Sandy Hook Promise
PostedAbril 2017
Sector Empresarial Instituições, organizações não governamentais
História On the face of it, this is the story of Evan, a teen counting down the days to summer break. He demonstrates his boredom by writing on a table in the school library. The next day he finds someone has responded. While we watch Evan’s romance play out, another darker tale is unfolding simultaneously, but no one notices. Only when we watch the film a second time do we realise what's been happening in front of our very eyes. The pay off urges us to look out for the warning signs of a potential shooting.

This story is actually two stories. While we're watching Evan pursue an epistolary teen romance by scratching messages on the library desk, we completely miss the build-up to a tragic school shooting. When we're told of the hidden message, we have to watch again, to find that we missed all the clues. "Know the Signs", says Sandy Hook Promise, and you could prevent disaster.

This powerful ad has a twist that will drop your jaw. Viewers watch Evan, a high school boy, as he navigates his way through a mysterious crush. We find ourselves smiling when the identity of the mystery woman is revealed. But the smile swifty turns into a gasp as a shooter enters the scene just behind our lovebirds. As our mind tries to wrap around what is happening, the film revisits previous scenes, only this time focusing on another character, in the background, as he plans the shooting. “Gun violence is preventable when you know the signs.”
Tipo de Mídia Viral
Comprimento
Produtora Smuggler
Global Chief Creative Officer
Chief Creative Officer
Director criativo
Director de arte
Redator
Group Executive Producer
Director de contas
Communications Planning Director
Communications Planning Associate
Diretor de Estratégia
Realizador
Director de fotografia
Produtor executivo
Producer
Chief Operating Officer (COO)
Managing Partner
Managing Partner
Empresa de produção
Editor
Editor
Assistant Editor
Pós produção
Colorist
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Flame Artist
Flame Artist
Música Beta Petrol
Mixer
Mixer
Produção de som Heard City
Produtor executivo
Musician

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