Teddy Gun

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basics
Industry:	Public interest & Non-profit
Media:	Design & Branding
Market:	United States
Style:	Minimalism

descriptioncn en
Synopsis The US government has long established a history of protecting its citizens from inherently, and even not inherently, dangerous products by instituting health and safety standards. Without this oversight, we all would be far more susceptible to injury and death. The majority of US citizens believe the gun industry faces high-level government oversight. However, even though guns are the most inherently dangerous consumer product, the manufacture of guns is not regulated in any significant way. By contrast, children’s teddy bears harm only a fraction of the number of people guns harm, but are required to meet far more health and safety standards. The Illinois Council Against Handgun Violence (ICHV) is a nonprofit organization that focuses on handgun violence prevention and advocates for common sense gun laws at both state and federal government levels. Execution At the center of the campaign is Teddy Gun, an ironic symbol for the lack of common sense gun regulation. But more than a symbol, Teddy Gun is also an actual product. Its design needed to be provocative, memorable and simple enough to replicate across various channels.Our starting point was a teddy bear. In addition to looking like a teddy bear, Teddy Gun needed to retain the functionality of a gun. We worked with a 3D designer and a gun manufacturer to bring our vision to life. We considered every aspect of the Teddy Gun design—from the way someone would hold it, to where the trigger needed to go, to the rubber material required for the grip, to the perfect size, so the gun apparatus would seamlessly blend into the body of the teddy bear. CampaignDescription Teddy bear manufacturers are required to follow incredibly strict safety regulations—unless, of course, the teddy bear is a gun. Introducing Teddy Gun. Created to shine a light on the nonsensical lack of government oversight on the gun industry. Teddy Gun became a tragic, ironic, powerful symbol of the disproportionate lack of regulation that contributes to the senseless deaths of over 30,000 people per year. We used Teddy Gun to ignite a groundswell of outrage and political pressure for common sense gun laws. Outcome Teddy Gun did what all the headlines and news coverage on the gun violence epidemic couldn’t: It stopped people in their tracks, moved them, and motivated them to take action—to put pressure on Congress for more common sense gun laws. Armed with over 135 million earned impressions from the Teddy Gun intro video, and a total earned media value of $2.62MM, ICHV achieved new levels of awareness and engagement. Due to this success, the Teddy Gun exhibit is touring and impacting communities beyond the launch. And now an ICHV-supported bill is gaining unprecedented momentum in the state legislature. Strategy Every year the public is bombarded with thousands of stories about gun violence, and the debate about gun regulations, on their news streams. With so many stories, people had become numb, making it difficult for organizations like ICHV to make a significant impact. We needed a way to wake people up and pay attention. The striking visual of the Teddy Gun immediately drew people in to find out more.

descriptioncn en

Synopsis

The US government has long established a history of protecting its citizens from inherently, and even not inherently, dangerous products by instituting health and safety standards. Without this oversight, we all would be far more susceptible to injury and death. The majority of US citizens believe the gun industry faces high-level government oversight. However, even though guns are the most inherently dangerous consumer product, the manufacture of guns is not regulated in any significant way. By contrast, children’s teddy bears harm only a fraction of the number of people guns harm, but are required to meet far more health and safety standards. The Illinois Council Against Handgun Violence (ICHV) is a nonprofit organization that focuses on handgun violence prevention and advocates for common sense gun laws at both state and federal government levels.
Execution

At the center of the campaign is Teddy Gun, an ironic symbol for the lack of common sense gun regulation. But more than a symbol, Teddy Gun is also an actual product. Its design needed to be provocative, memorable and simple enough to replicate across various channels.Our starting point was a teddy bear. In addition to looking like a teddy bear, Teddy Gun needed to retain the functionality of a gun. We worked with a 3D designer and a gun manufacturer to bring our vision to life. We considered every aspect of the Teddy Gun design—from the way someone would hold it, to where the trigger needed to go, to the rubber material required for the grip, to the perfect size, so the gun apparatus would seamlessly blend into the body of the teddy bear.
CampaignDescription

Teddy bear manufacturers are required to follow incredibly strict safety regulations—unless, of course, the teddy bear is a gun. Introducing Teddy Gun. Created to shine a light on the nonsensical lack of government oversight on the gun industry. Teddy Gun became a tragic, ironic, powerful symbol of the disproportionate lack of regulation that contributes to the senseless deaths of over 30,000 people per year. We used Teddy Gun to ignite a groundswell of outrage and political pressure for common sense gun laws.
Outcome

Teddy Gun did what all the headlines and news coverage on the gun violence epidemic couldn’t: It stopped people in their tracks, moved them, and motivated them to take action—to put pressure on Congress for more common sense gun laws. Armed with over 135 million earned impressions from the Teddy Gun intro video, and a total earned media value of $2.62MM, ICHV achieved new levels of awareness and engagement. Due to this success, the Teddy Gun exhibit is touring and impacting communities beyond the launch. And now an ICHV-supported bill is gaining unprecedented momentum in the state legislature.
Strategy

Every year the public is bombarded with thousands of stories about gun violence, and the debate about gun regulations, on their news streams. With so many stories, people had become numb, making it difficult for organizations like ICHV to make a significant impact. We needed a way to wake people up and pay attention. The striking visual of the Teddy Gun immediately drew people in to find out more.

credit
Brand:	Illinois Council Against Handgun Violence
Agency:	FCB, Chicago, United States
Chief Creative Officer:	Liz Taylor
Executive Creative Director:	Max Geraldo
Creative Director:	Gustavo Dorietto Bruno Mazzotti
Account Supervisor:	Ky Anderson
Production Company:	LORD + THOMAS DUCK POND CREATIVE
Editing:	Steve Immer
Retouch:	Greg Olsen
Other credit:	Entrant Company: FCB CHICAGO, USA PR Agency: CURRENT MARKETING, Chicago, USA Additional Company: HERO SOLUTIONS, Chicago, USA Director Visual Effects Supervisor, Roman Mendez, Lord + Thomas Executive Prodcuer, Content Integration, Lindsay Tyler, FCB Chicago SVP, Executive Creative Producer, John Bleeden, FCB Chicago VP, Executive Producer, Jared Stachowitz, Lord + Thomas Lead Developer, John Skibicki, FCB Chicago Associate Business Analyst, Derek Tucker, FCB Chicago President, Virginia Devlin, Current Marketing SVP, Creative Director, Ben Flaherty, Lord + Thomas Assistant Account Executive, Mackenzie Woods, Current Marketing Executive Producer, Katie Roach, Lord + Thomas Senior Manager Digital Development, Michael Chesta, FCB Chicago Senior Developer, Morgan Bates, FCB Chicago Tech Lead, Erik Christianson, FCB Chicago 3D Artist, Eduardo Borges, Lauré Studio Social Manager, Mike Norgard, FCB Chicago Senior Project Manager, Mamo Arima, FCB Chicago Executive Director, Colleen Daley, Illinois Council Against Handgun Violence

awards
	D&AD 2018 Graphite Pencil PR Public Affairs Campaign
	D&AD 2018 Wood Pencil Creativity for Good Advertising & Marketing Communications /Not for Profit
	D&AD 2018 Wood Pencil Media Use of PR
	The One Show 2018 Silver Pencil Direct Marketing Craft / Art Direction - Single or Campaign
	The One Show 2018 Silver Pencil Direct Marketing Ambient Media / Experiential & Installations
	The One Show 2018 Merit Cross-Platform Experiential / Installations
	The One Show 2018 Merit Cross-Platform Integrated Branding
	The One Show 2018 Merit Design Branding / Brand Installations
	The One Show 2018 Merit Direct Marketing Guerrilla Marketing
	The One Show 2018 Merit Print & Outdoor Ambient Media (Indoor & Outdoor) / Experiential & Installations - Single
	Cannes Lions International Festival of Creativity 2017 Gold PR Charities & Non-profit
	Cannes Lions International Festival of Creativity 2017 Silver Design Promotional Item Design
	Cannes Lions International Festival of Creativity 2017 Silver Design Sculptural Brand Installation & Experience
	Cannes Lions International Festival of Creativity 2017 Silver Design Design Excellence in Effectiveness
	Cannes Lions International Festival of Creativity 2017 Silver Promo & Activation Guerrilla Marketing & Stunts
	Cannes Lions International Festival of Creativity 2017 Bronze Outdoor Use of Ambient Outdoor
	Cannes Lions International Festival of Creativity 2017 Shortlist Direct Use of Ambient Media: Small Scale
	Cannes Lions International Festival of Creativity 2017 Shortlist Grand Prix for Good Grand Prix For Good
	Cannes Lions International Festival of Creativity 2017 Shortlist Outdoor Small Scale Special Solutions

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