It’s that time of year when Back-to-School campaigns flood commercial breaks with “essential” products like backpacks and stationary. But as students return to school this month, they also return to the threat of school shootings. In 2019, Sandy Hook Promise believes there’s only one essential you need to survive the school year-–learning the warning signs of a potential shooter.
Following one of the deadliest years on record for school violence, Sandy Hook Promise is launching this public education campaign. The centerpiece is a film, “Back-to-School Essentials,” a powerful and impactful video that highlights the anxiety and fear students face in the reality of school shootings.
Directed by Henry-Alex Rubin of Smuggler for BBDO New York, the new PSA video starts off as a familiar back-to-school ad but slowly unfolds to highlight students using everyday back-to-school items to survive a shooting, shedding light on the gruesome reality that students face.
This year’s campaign is the sixth since the inception of Sandy Hook Promise. Prior years’ campaigns, such as “Evan” and “Point of View,” have not only been successful in getting more than 7.5 million people trained in Sandy Hook Promise’s lifesaving Know the Signs programs, but have been awarded some of the advertising industry’s highest honors, such as Gold Lions, Clios and Webby Awards. In fact, “Point of View” was nominated for this year’s primetime commercial Emmy Award.
Credits
Client Sandy Hook Promise Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Peter Alsante, SVP, sr. creative director; Bianca Guimaraes, VP, creative director; Jim Connolly, Gary Toit, associate creative directors/copywriters; Lance Vining, associate creative director/art director; David Rolfe, director of integrated production; Alex Gianni, VP, group executive producer; Molly Ross, associate producer; Julia Millison, music producer; Michael Schonfeld, brand strategist. Production Smuggler Henry-Alex Rubin, director; Drew Santarsiero, exec producer; Patrick Milling-Smith, Brian Carmody, co-founders; Lead Allina, line producer; Autumn Durald Arkapaw, DP. Editorial NO6 Edit Jason Macdonald, editor; Corina Dennison, managing director; Laura Molinaro, sr. producer; Renn Cheale, assistant editor. Color Company 3 Tim Masick, colorist; Alexandra Lubrano, producer. Conform/VFX/Finishing NO6 Edit Ed Skupeen, conform artist; Mark Reyes, Flame assist. Graphic Design NO6 Edit David Gerber, GFX; Laura Molinaro, producer. Music JSM Joel Simon, CEO/CCO, composer; Jeff Fiorello, exec producer; Jason Krebs, composer; Norm Felker, Andrew Manning, producers; Nathan Kil, sound designer. Audio Mix Heard City Jeremy Siegel, Keith Reynaud, Evan Mangiamele, Elizabeth McClanahan, engineers; Gloria Pitagorsky, managing partner; Jackie James, Sasha Awn, exec producers; Andi Lewis, producer; Evan Mangiamele, Jeremy Siegel, Keith Reynaud, sound designers; Tom Morris, Seth Brogdon, Evan Anderson, Ronnie Stapleton, assistant audio engineers. Casting Doreen Frumkin
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
