End Family Fire, a joint effort from Brady and the Ad Council, aims to encourage safe gun storage by putting a name to the preventable tragedies that occur when guns are misused. “Family fire,” a term developed for the campaign, refers to a shooting involving an improperly stored or misused gun found in the home that results in death or injury. Incidents include suicides, unintentional shootings, and other gun-related tragedies.
The public service campaign aims to bring awareness to the issue of family fire, give gun owners a role in gun violence prevention, and encourage a national dialogue around safe storage practices—-all of which can help prevent tragedy.
A key component in the pro bono campaign from ad agency McKinney is this PSA which immerses the viewer in the first-person perspective of a video game to highlight the fact that “with gun suicide, there is no extra life.” The :30 was directed by Chris Jones of Zoic Studios.
“We found a huge audience of gun owners out there doing nearly everything right—but also keeping at least one loaded gun at hand, thereby leaving their family vulnerable to the unique agony of gun suicide,” said CJ Franzitta, group strategy director, McKinney. “By ensuring every firearm is properly secured, they can protect against that outcome.”
Credits
Client Ad Council, Brady Agency McKinney, Durham, NC, NY, Los Angeles Jonathan Cude, chief creative officer; Alex Shulhafer, Jenny Nicholson, group creative directors; Jade Song, art director; Chase Condrone, copywriter; CJ Franzitta, group strategy director; Brian LoPiccolo, director, data strategy; Brianna Calderon-Roman, data strategist; Naomi Newman, executive broadcast producer; Taylor Osborne, associate broadcast producer; Kara O’Halloran, integrated producer; Maggie Baker, digital producer; Will Knowles, developer; Alec Kunkel, digital generalist. Production Zoic Studios Chris Jones, director; Julien Brami, creative director; Jason Cohon, exec producer; Sabrina Harrison, sr. producer; Ivan Barahona, associate producer; Christina Murguia, CG supervisor; Andrew Bardusk, compositing supervisor; Dave Funston, lead animator; Delano Athias, previs; Laura Cosner, layout artist; Shamus McGlyn, Renato Eiras, model/texture; Bill Spradlin, sr. lighter; Pascal Polic, Peter Scott, lighters. Audio Trailblazer Studios Willie Elias, CAS, sr. engineer, sound designer-director of audio post. Photography Antonio De Lucci Studio Antonio De Lucci, photographer
This trailer promotes Charge Around The Globe, a new adventure docuseries that follows record-breaking traveler Lexie Limitless on an extraordinary journey to circumnavigate the globe in an electric vehicle--traveling over 30,000 kilometers across six continents, all in pursuit of one world record. The three-part series on Prime Video in the U.K. showcases the capabilities of modern electric vehicles while immersing viewers in the numerous experiences and challenges Lexie encounters throughout her journey. As she navigates various challenges throughout her trip, Charge Around the Globe serves as a testament to the spirit of exploration. Ford, Wieden+Kennedy London and WracK teamed on the series.
The documentary aims to address the primary concern hindering many consumers from transitioning to electric: doubts about the range and capability of electric vehicles. As a 120-year-old brand, Ford looked to its past as inspiration for the switch that’s taking place today. Over a century ago, pioneering explorer Aloha Wanderwell set off from Nice at the age of 16 to become the first woman to drive around the world in a Ford Model T. Now, in 2024, we get to see Lexie, the youngest person to visit every country in the world, take to the wheel of the electric Ford Explorer, reinventing that historic journey for a new generation. Along the way, she meets extraordinary people, navigates difficult terrains, and faces the challenges of a constantly evolving charging infrastructure that puts her to the test.
“Charge Around The Globe has been the ultimate test drive for our new electric Ford Explorer. We took on every kind of weather and road condition and dealt with just about every charging scenario. The journey embodies the true... Read More
