Generation Lockdown
In 95% of public schools in the United States children practice lockdown drills in case a gunman attacks. March For Our Lives created a film to force every parent and politician in the country to confront this terrifying and often-overlooked effect of gun culture. There are no tricks. Nothing is exaggerated. March For Our Lives simply presented the truth and asked a real student to take the lessons she learned at school and share them with adults in a real workplace. The film earned 50 million+ views in a month. It was shared by several presidential candidates and was played during a hearing in Congress.
- EntertainmentUse of Micro-Talent/Influencers
- DirectDirect Response/Film
- PRPublic Affairs Campaign
- PRIn-Market Campaign
- MediaUse of Micro-Talent/Influencers
Country
- United States
Client
- Lauren Hogg
- Robyn Mohr
- Ryan Deitsch
- March For Our Lives
- Amanda Conlee
Production Company
- Hungry Man New York
Chief Creative Officer
- Sean Bryan
- Eric Silver
- Tom Murphy
President
- Devika Bulchandani
Executive Creative Director
- Pierre Lipton
- Marco Pupo
Creative Director
- Alex Little
- Karsten Jurkschat
Chief of Production
- Nathy Aviram
Executive Producer
- Kevin Byrne
- John McAdorey
- Caleb Dewart
- Mino Jarjoura
Producer
- Gabrielle Levy
- Matt Lefebvre
Director
- Bryan Buckley
Director of Photography
- Scott Henricksen
Finishing
- The Mill Los Angeles
Audio Post Production Company
- Sonic Union
Music
- Duotone Audio Group
Editing
- NO6
Advertising Agency
- McCann New York
In 95% of public schools in the United States children practice lockdown drills in case a gunman attacks. March For Our Lives created a film to force every parent and politician in the country to confront this terrifying and often-overlooked effect of gun culture. There are no tricks. Nothing is exaggerated. March For Our Lives simply presented the truth and asked a real student to take the lessons she learned at school and share them with adults in a real workplace. The film earned 50 million+ views in a month. It was shared by several presidential candidates and was played during a hearing in Congress.
Comment from D&AD Community
It draws out the absurdity of the sadly real need for school shooter drills by having a child run adults through the steps to be taken in the event of an active shooter event.
— Jimmy Smith, Founder of Amusement Park Entertainment,To get cut-through with an anti-gun message in America takes creative flair and guts. This campaign had it in spades. On no [media] budget, a powerful insight underpinned a shocking campaign that not only made the headlines, but also drove more action at a political level than we’ve seen for a long, long time.
— Ali Gee, Deputy CEO & Senior Partner, FleishmanHillard FishburnUndoubtedly, this was one of the entries that most impacted me from the day I saw it. In addition to being a job that has a purpose, it is a job that shows that despite that fact that it is supposedly homemade content, with the sum of so many precise decisions, it created such an impactful work that hits you like a punch in the stomach. The acting, the camera, the editing, everything is all right for one purpose: making it impactful and making you think about it.
— Matias Menendez, Executive Creative Director, Africa
