2021 Social & Influencer

#NOTCOMINGHOME

Title#NOTCOMINGHOME
BrandNEWTOWN ACTION ALLIANCE
Product/ServiceGUN VIOLENCE PREVENTION
Category A06. Not-for-profit / Charity / Government
Entrant SERVICEPLAN GERMANY Munich, GERMANY
Idea Creation SERVICEPLAN GERMANY Munich, GERMANY
PR DIGENNARO COMMUNICATIONS New York, USA
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
Additional Company 5 ALYSON HORN CASTING Los Angeles, USA
Credits
Name Company Position
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 Social & Influencer?

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 (30% 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. https://www.youtube.com/watch?v=z74sbcIAhE4

Describe the strategy (20% 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 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.