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
With one in five Brits (22%) experiencing a fraud attempt every single week, telecommunications company O2 and VCCP London’s AI creative agency faith have launched what's billed as a first-of-its-kind campaign to fight back against scammers.
At the heart of the campaign is Daisy, a lifelike, state-of-the-art, Conversational AI character designed to speak with scammers and keep them on the phone for as long as possible so they have less time to try and scam real people.
The newest member of O2’s fraud prevention team, Daisy was created using a range of cutting-edge AI technology and is indistinguishable from a real person. Based on a real-life relative of a VCCP employee to ensure total believability, Daisy was built to play on scammers’ own stereotypical views that older people are easier targets for scams. While anyone can be a victim of a scam, criminal fraud gangs often target the elderly, so by leaning into scammers’ own biases, Daisy became the perfect scambaiter.
Phoney fraudsters--including many posing as some of the UK’s most trusted businesses--thought they’d got their hands on an easy target, but Daisy has been beating them at their own horrible game, answering scam calls and wasting scammers calls as part of an awareness campaign which exposes fraudsters tricks and tactics and offers top tips on how to avoid scammers.
Daisy is able to interact in real-time ensuring no suspicions are raised on the other end of the line, and has worked 24/7, and over the course of many hours of scam calls she’s told meandering stories of her family, talked at length about her passion for knitting and provided false personal information including made-up bank details.
O2 and faith worked with leading U.K. scambaiter Jim... Read More
