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Sandy Hook Promise: A Couple Minutes
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Gun violence is a widespread issue around the world. In the United States in particular, the number of cases continues to rise. Aiming to make a real difference and spread awareness of this issue, non-profit organisation Sandy Hook Promise (SHP) has teamed up with BBDO New York and creative production partner Taylor James for a new campaign that urges people to reach out to their senators and demand improved background checks. The 60" spot, entitled 'A Couple Minutes', takes the audience on an emotional journey. Opening on a warm tone, the moving spot paints the everyday life, before the story quickly escalates, skillfully depicting the speed at which a normal everyday situation can transform to a tragic one in a matter of a couple of minutes. Ending with a rousing call to action, the spot addresses the ongoing gun reform policies long overdue in the United States and hopes to make an impact. Taylor James was tasked with bringing the script, created by BBDO NY, to life. In order to portray the severity of the topic and bring attention to the enormous issue of gun violence, the creative studio relied on simplicity and minimalism to deliver the hopeful appeal. The animation-based campaign focuses on typography as the primary medium to deliver the message, whilst also introducing subtle animations to further bring the story to life. Taylor James created 2D illustrations for each moment in the spot. In the end, however, only two illustrations were kept - the striking image of a gun shooting through a door and the American flag. In addition to the 2D animation, Taylor James also created the typography from scratch, initially experimenting with typefaces and different size fonts, before landing on an unembellished and uniform style that complements the story and doesn't detract from the message.
Client: Sandy Hook Promise Related |
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