Back to School Essentials
The possibility of yet another school shooting was on everyone’s mind as students prepared to return to school after the summer holidays of 2019. It was into this tense atmosphere that Sandy Hook Promise released its latest PSA. At first, it appears to be a typical back-to-school ad. But things soon take a darker turn when it becomes clear that a shooter is active in the school, and the pupils have use their new school items to save their lives. The commercial closes by pointing out that the only back-to school essential is learning to spot the signs of a potential shooter.
- Film AdvertisingWriting for Film Advertising
- Film AdvertisingSocial Commercials over 30 seconds
- MediaUse of Film
- DirectionFilm Advertising
- CastingFilm Advertising
Country
- United States
Client
- Sandy Hook Promise
Production Company
- Smuggler
Chief Creative Officer
- Greg Hahn
- David Lubars
Senior Creative Director
- Peter Alsante
Creative Director
- Bianca Guimaraes
Associate Creative Director
- Gary du Toit
- Jim Connolly
- Lance Vining
- Marcus Johnston
Head of Production
- David Rolfe
Executive Producer
- Drew Santarsiero
- Alex Gianni
Associate Producer
- Molly Ross
Music Producer
- Julia Millison
Account Director
- Lindsey Cash
Account Manager
- Elizabeth Jacobs
Account Executive
- Melissa Blache
Planning Director
- Ben Bass
Strategist
- Michael Schonfeld
Data Strategy Director
- Chris Daniele
Director
- Henry Alex Rubin
Founding Partner
- Brian Carmody
- Patrick Milling-Smith
Line Producer
- Leah Allina
Cinematographer
- Autumn Durald Arkapaw
Editing Company
- No6 Edit
Editor
- Jason MacDonald
Management Director
- Corina Dennison
Producer
- Laura Molinaro
Telecine
- Company 3
Music & Sound Company
- JSM
Sound Design & Mix
- Heard City
Media Agency
- PHD
PR Agency
- Dini von Mueffling Communications
Advertising Agency
- BBDO New York
The possibility of yet another school shooting was on everyone’s mind as students prepared to return to school after the summer holidays of 2019. It was into this tense atmosphere that Sandy Hook Promise released its latest PSA. At first, it appears to be a typical back-to-school ad. But things soon take a darker turn when it becomes clear that a shooter is active in the school, and the pupils have use their new school items to save their lives. The commercial closes by pointing out that the only back-to school essential is learning to spot the signs of a potential shooter.
Comment from D&AD Community
My favourite film I saw this year was Back to School Essentials for Sandy Hook Promise. It’s a classic, self-contained, conceptual ad, which I appreciate, but at the same time it uses everything we know and expect about classic ads to deliver a subversive and emotional punch in the gut. Add to that the fact that it has an important message, and I can’t find anything about it that I’d change.
— Nathaniel Lawlor, Copywriter,
