This campaign from Serviceplan Hamburg for the U.S. anti-gun violence organization Newtown Action Alliance features this film titled "#NotComingHome," Directed by Martin Krejci and produced by Iconoclast and Ruffian, the story at first takes the form and feel of popular homecoming videos, where U.S soldiers are shown at the very moment they come back home to their families from overseas war zones.  "#NotComingHome," though, comes with a surprising and tragic twist, which highlights the devastating impact gun crime in the USA has on the lives of ordinary families.

The campaign underscores the stark reality that since 1968, more Americans have died from gun violence in their home country than in all U.S. wars combined. Furthermore, more than 100 people are killed, and more than 200 Americans are injured by gun violence daily in the U.S. These shocking statistics demonstrates the daily threat to the lives of Americans. It turns public places in the USA such as schools, shopping malls, movie theaters, concerts, houses of worship and grocery stores into war zones themselves.

Credits

Client Newtown Action Alliance Agency Serviceplan Group, Hamburg Max Schongen, global creative strategist; Son Becker, creative director, art; Eduard Horner, creative director, text; Tudor Cucu, sr. art director; Martin Gillen, sr. copywriter; Dennis Fritz, sr. motion designer. Entertainment Consultancy Spark Matthias Bauss, managing partner & co-founder; Patrizia Caruselli, managing director & co-founder; Kathrin Heinemann, managing director. Production Companies Iconoclast, Ruffian  Martin Krejci, director; Nils Schwemer, Robert Herman, Julian Holland, exec producers; Sheila Eisenstein, head of production; Vincent Terrazino, line producer. Casting Alyson Horn Casting Online Production Katalyst Editorial Filip Malasek, editor. Color MPC Jean Clement, colorist. Audio Vladimir Chorvatovic, sound mix. Music California Music Malte Hagemeister, composer

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