CHANGE THE REF - "Posts Into Letters" by ANDY Awards 2019
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CHANGE THE REF - "Posts Into Letters"
- Brand: CHANGE THE REF
- Country: United States
- Advertiser: Change the ref
| Title | Posts Into Letters |
| Agency | Area 23 |
| Campaign | Posts Into Letters |
| Advertiser | Change the ref |
| Brand | CHANGE THE REF |
| Posted | April 2019 |
| Business Sector | Institutional/Public Interest/Non-Profit Org. |
| Media Type | Web Film |
| AI Description | The 'Posts Into Letters' campaign by Change the Ref transforms social media posts into handwritten letters to US Congress, advocating for stricter gun control laws. It uses the handwriting of Joaquin Oliver, a tragic shooting victim, to give authenticity and emotional weight to the letters. The ad highlights that handwritten letters are considered the most effective way to influence government change, citing statistics that show the urgency of the situation. In a visually stark and impactful style, the ad shows multiple letter examples, emphasizing the number and influence these letters have had in pushing for legislative changes. Key messaging includes the effectiveness of traditional letter writing as an advocacy tool, associating digital social media efforts with tangible, offline activism. The campaign effectively calls for public engagement by converting passive online dialogues into active, impactful communications with lawmakers, leading to significant legislative change within a short period. It targets a societal call to action around gun control through emotional and personal advocacy. Media outlets feature prominently at the bottom to indicate wide coverage and recognition of the campaign's impact. |
| Production Company | Great Guns |
| Chief Creative Officer | Fred Levron |
| Executive Creative Director | Tim Hawkey |
| Group Creative Director | Bernardo Romero |
| Creative Director | Jesse Kates |
| Creative Director | Andy Gerchak |
| Creative Director | Vincent Ng |
| Creative Director | Ronnie Caltabiano |
| Creative Director | Guillermo Aracena |
| Creative Director | Fabio Ozorio |
| Copywriter | Clay MacGuire |
| Art Director | Natasha Winter-Best |
| Creative technologist | Bill Hanff |
| Production Company Producer | Frank Laport |
| Production Company Producer | Kelsey Fitzgibbon |
| Production Company Producer | Elan Schoonmaker |
| Music Composer | Sawyer Garrity |
| Music Composer | Andrea Peña |
| Production Company Producer | Paul Vinges |
| Production Company Producer | Mark Fitzgerald |
| Production Company Producer | Neal Alexander |
| Production Company Producer | Sandy Alexander |
| Executive Producer | Thom Fennessey |
| Executive Producer | Laura Gregory |
| Director of Photography (DOP) | Chris Weatherly |
| Director | Christopher Neal |