Energy BBDO created a series of online gun reviews for Guns Down America in which real survivors assess the guns that almost killed them in an effort to underscore the danger of firearms and raise the standards of online content relative to guns.
The new campaign calls on social media platforms and content creators to affix a warning label to gun-related content that tells viewers the truth about the innate danger of firearms.
The reviews campaign is hosted on a YouTube subchannel of Guns Down America called Guns That Work, where you can discover Kate Ranta and Nicole Jones who have survived excruciating gun violence attacks. They describe in detail the efficacy of each gun in order to draw attention to the damage firearms inflict on the human body.
Flynn Drew directed and shot the videos, including this one that features Ranta with her deeply personal review of the Beretta Pistol.
CreditsClient Guns Down America Agency Energy BBDO Pedro Perez, Josh Gross, chief creative officers; Ioana Filip, executive creative director; Ricardo Salgado, VP, creative director; Rodolfo Fernandes, creative director; Ze Baldin, associate creative director/copywriter; Gabriel Barrea, associate creative director/art director; Dan McCormack, creative director/copywriter; Victor Ferreira, sr. designer; Chelsea Henricks, sr. social strategist; Matt Scheffer, content producer; Jeff Davis, executive producer; Flynn Drew, director/DP; John Pratt, EVP, head of integrated production; Samanta Vaupel, post producer; Casey Cobler, Steven Mach, editors.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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