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Instrument of Hope

Instrument of Hope | SHINEMSD | Publicis
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Industry: Public interest & Non-profit
Media:Design & Branding
Style: Minimalism

Following the tragic mass shooting that took place at Stoneman Douglas High School in Parkland FL, the world came to know the students of this high school were a bit different. Some jumped to action in the political arena. Others turned their efforts toward the arts. And that’s how Shine MSD, a nonprofit formed by Parkland survivors, was born. Its mission: harnessing the power of music and arts to inspire hope and unity in the aftermath of tragedy — even writing an original song that became their anthem for change. It’s an amazing undertaking, but they needed a way to be louder and make sure others don’t forget.

Describe the creative idea (40% of vote)

A stark symbol of irresponsible gun ownership is the AR-15, the weapon used by the Parkland shooter, and the shells of destruction it leaves in its wake. A powerful way to unite people around a cause, as Shine’s mission has shown, is music and the arts.

Our idea merged these juxtaposing truths by taking a cause of pain and violence, brass AR-15 bullet casings, and turning it into a one-of-a-kind, hand-crafted brass trumpet meant to spread hope, resilience and spark change.

The Instrument of Hope immediately became a symbol of Shine MSD’s fight and a powerful way to keep the gun violence conversation on the main stage.

Describe the execution (40% of vote)

We worked with world renown brass instrument designer Josh Landress, the name in the custom instrument manufacturing, to design and build the Instrument of Hope trumpet.

Why a trumpet? Historically the trumpet is played as a call to arms. We wanted to build upon this history, creating a trumpet that not only rallied people with the sound it makes, but also with the materials that it’s made from — spent AR-15 bullet casings.

The trumpet had a lasting impact on everyone who played it. Feeling the bullet caps on their fingertips. Seeing the bullet casing tubing. Hearing the unique sound it makes. All a reminder that what causes pain can be turned into thing of beauty that sparks positive change and hope.

But it didn’t only affect the musicians. The trumpet added something special to the songs it played, creating a special, uniting moment between musicians and their fans.

List the results (20% of vote)

With a media budget of zero, we were able to reach a remarkable number of people in just two months. Panic! At the Disco was the first to answer the call and others soon followed: The Revivalists, Brian Newman (Lady Gaga’s Trumpeter), The Specials, Keyon Harrold, American Authors, Amos Lee, Michael Franti, Trombone Shorty, and “Oklahoma!” the Broadway show. And it didn’t just touch musicians, the Miami Heat NBA team even requested to play the National Anthem with it. Tens of thousands heard the Trumpet played live. We reached over 15 million people on social through these influencers. Over a billion heard the message in the media through our PR efforts. We grew our followers by 525% and increased interactions on social by 2,614% week over week. One example of the success of our initiative is that the Instrument of Hope was featured in the Broadway Musical Oklahoma, which was covered by NBC News:
Production Company:
Cannes Lions International Festival of Creativity 2019
Shortlist Design
Special Editions & Bespoke Items
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