Change the ref - "The Unfinished Votes" by ANDY Awards 2021
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Change the ref - "The Unfinished Votes"
This ad is part of the ACT Responsible Collection
- Brand: Change the ref
- Country: United States
- Advertiser: Change the ref
| Title | The Unfinished Votes |
| Agency | McCann Health |
| Campaign | The Unfinished Votes |
| Advertiser | Change the ref |
| Brand | Change the ref |
| Posted | April 2021 |
| Business Sector | Institutional/Public Interest/Non-Profit Org. |
| Story | In the United States, the issue of gun safety has become very political. Most people are entrenched in their positions. But the only way to stop the violence is to elect pro-gun safety politicians. So, during the 2020 elections, we needed to motivate a target that was tired of hearing about school shootings and gun violence. To do that, we brought a victim of violence back to life to serve as an influencer that nobody could ignore. |
| Media Type | Case Study |
| Length | |
| AI Description | The ad "The Unfinished Votes" by Change the Ref and McCann Health presents a compelling narrative centered on Joaquin Oliver, a victim of the Parkland school shooting. Through AI technology, a virtual Joaquin addresses the audience, urging them to vote in his place, a poignant reminder of lives lost to gun violence. Set in classrooms, a school corridor, and news footage, the ad effectively utilizes black and white imagery and grayscale tones to convey a somber, emotional message. Testimonies from his parents amplify the call for change, while graphics show the impact of advocacy on voters. The website UnfinishedVotes.com is highlighted as a platform for action, allowing users to vote for victims like Joaquin, emphasizing a broader mission against gun violence. The ad combines emotional storytelling with modern technology to advocate for electing pro-gun safety politicians, aiming to drive social and political change. |
| Audio Post Production | Sonic Union |
| Global Chief Creative Officer | Matt Eastwood |
| Chief Creative Officer | June Laffey |
| Executive Creative Director | Tim Jones |
| Copywriter | Josh Grossberg |
| Group Creative Director | Josh Grossberg |
| Creative Director | Fabio Rodrigues |
| Art Director | Fabio Rodrigues |
| Associate Creative Director | Felipe Leite |
| Designer | Felipe Leite |
| Executive Director of Integrated Production | Ed Zazzera |
| Colorization | Chimney |
| Director | David Gaddie |
| Production Company | The Colony |
| VFX Company | Lightfarm |
| Editor | Peter Sabatino |
| Editing Company | Bandit |