Title | #NOTCOMINGHOME |
Brand | NEWTOWN ACTION ALLIANCE |
Product/Service | GUN VIOLENCE PREVENTION |
Category |
G05. Cultural Insight |
Entrant
|
SERVICEPLAN GERMANY Munich, GERMANY
|
Idea Creation
|
SERVICEPLAN GERMANY Munich, GERMANY
|
Production
|
ICONOCLAST Berlin, GERMANY
|
Production 2
|
RUFFIAN New York, USA
|
Production 3
|
NHB NEXT Hamburg, GERMANY
|
Post Production
|
KATALYST PRODUCTIONS Philadelphia, USA
|
Additional Company
|
PLAN.NET Munich, GERMANY
|
Additional Company 2
|
CALIFORNIA MUSIC Venice, USA
|
Additional Company 3
|
SAINT ELMO'S HAMBURG Hamburg, GERMANY
|
Additional Company 4
|
SPARK MARKETING ENTERTAINMENT Hamburg, GERMANY
|
Credits
Alex Schill |
SERVICEPLAN GROUP |
Global Chief Creative Officer |
Maximilian Schöngen |
SERVICEPLAN GROUP |
Global Creative Strategist |
Patrick Matthiensen |
SERVICEPLAN GERMANY |
Managing Partner |
Leif Johannsen |
SERVICEPLAN GERMANY |
Managing Partner |
Peter Gocht |
Saint Elmo´s Hamburg |
Managing Director |
Po Murray |
Newtown Action Alliance |
Chairwoman |
Sön Becker |
SERVICEPLAN GERMANY |
Creative Director Art |
Eduard Hörner |
SERVICEPLAN GERMANY |
Creative Director Copy |
Tudor Cucu |
SERVICEPLAN GERMANY |
Senior Art Director |
Martin Gillen |
SERVICEPLAN GERMANY |
Senior Copywriter |
Dennis Fritz |
SERVICEPLAN GERMANY |
Senior Motion Designer |
Amanda Julin |
SERVICEPLAN GERMANY |
Intern Art |
Evelina Karlsson |
SERVICEPLAN GERMANY |
Intern Art |
Lars Holling |
SERVICEPLAN GERMANY |
Managing Partner |
Ann-Kathrin Frohloff |
SERVICEPLAN GERMANY |
Account Director |
Lennard Bahr |
SERVICEPLAN GERMANY |
Account Manager |
Dennis Wachter |
PLAN.NET GERMANY |
Managing Director |
Benjamin Sauer |
PLAN.NET GERMANY |
Head of Experience Design |
Lee Sharrock |
SERVICEPLAN GERMANY |
International Communications Officer |
Sabrina Alberti-Hager |
SERVICEPLAN GERMANY |
Account Director PR |
Birgit Koch |
SERVICEPLAN GERMANY |
Senior PR & Content Consultant |
Alena Hermann |
SERVICEPLAN GERMANY |
Junior PR & Content Consultant |
Matthias Bauss |
Spark Marketing Entertainment |
Managing Partner & Co-Founder |
Patrizia Caruselli |
Spark Marketing Entertainment |
Managing Director & Co-Founder |
Kathrin Heinemann |
Spark Marketing Entertainment |
Managing Director |
Christoph Köhler |
nhb NXT |
General Manager |
Martin Krejčí |
Freelance |
Director |
Nils Schwemer |
Iconoclast |
Executive Producer |
Robert Hermann |
Iconoclast |
Executive Producer |
Julian Holland |
Iconoclast |
Executive Producer |
Vincent Terrazino |
Iconoclast |
Line Producer |
Filip Malasek |
Ruffian |
Editor |
Jean Clement |
Katalyst Productions |
Grading Operator |
Vladimír Chorvatovič |
Katalyst Productions |
Sound Mix Operator |
Malte Hagemeister |
California Music |
Music Composer |
Kristian Nord |
California Music |
Music Composer |
Fred Guttenberg |
Freelance |
Gun Safety Advocoate |
Why is this work relevant for PR?
Gun violence is ubiquitous in the U.S. But since most TV stations have stopped reporting on it, we need the power of social. To bring this issue back to the forefront of national conversation, we launched a viral spot that goes to the heart of every American.
Background
Over 1 million U.S. soldiers have lost their lives in military combat. But an even more dangerous force threatens the freedom of Americans: gun violence. A serious problem that turns America itself into a war zone. As more and more people in the U.S. are getting numb to the topic of gun violence, “Newtown Action Alliance” needs to bring it back into the consciousness of all Americans.
Describe the creative idea (20% of vote)
#NOTCOMINGHOME – A film that resembles the worldwide internet phenomenon of homecoming videos. With a surprising twist it turns tears of joy, into tears of grief.
Describe the PR strategy (30% of vote)
The issue of gun violence is a never-ending debate in the United States. All parties have their own arguments. But the fact is: people die every day from gun violence.
That's why we're taking advantage of something that unites all Americans: U.S. veterans. Through them and their story, we raise awareness for gun violence and reach out to all political parties.
Describe the PR execution (20% of vote)
We created a film that highlights the devastating impact that gun violence has on the daily lives of every American. Following the traditional homecoming videos that have dominated the internet for years and show soldiers returning home from combat in the U.S. military, “#NotComingHome" depicts a family torn apart by the loss of their child to gun violence. Though this film portrays only one example, the organization works with hundreds of families affected by gun violence and survivors who have been directly impacted by gun violence.
List the results (30% of vote)
CNN launched the entire spot on its primetime news on National Gun Violence Awareness Day, instantly making it the main topic of the country.
Nancy Pelosi, Speaker of the United States House of Representatives, and other representatives got it trending on Twitter.
Activist Fred Guttenberg, who lost his 14-year-old daughter in the Parkland massacre, promoted #notcominghome in the media.
Actress Alyssa Milano and many more prominent figures shared the film, bringing the topic of gun violence prevention back into discussion in every U.S. State.
Please tell us about the cultural insight that inspired the work
The issue of gun violence is a never-ending debate in the United States. All parties have their own arguments. But the fact is: people die every day from gun violence. That's why we're taking advantage of something that unites all Americans: U.S. veterans.
When U.S soldiers return from a war zone, traditionally they surprise their loved ones with their return. This highly emotional moment is captured in a "homecoming" video. Shared online, many of the videos move viewers to tears. Through them and their story, we raise awareness for gun violence and reach out to all political parties.