PR / Prata

Título: 3D Activist
Categoria: D02. Public Affairs & Lobbying
Agência: ALMA DDB
Anunciante: Change the Ref

Sinopse: A grieving father transforms his son’s murder into a national effort to establish better gun laws — using the same 3-D printing tech churning out guns across the country. The film captures the creation of the world’s first 3D -printed activist, modeled on Joaquin “Guac” Oliver, one of 17 Parkland students killed in the 2018 mass shooting. Guac the 3-D activist travels from New York to South Africa, and to the steps of Congress in Washington D.C., to highlight the dangers of the lawful online distribution of 3-D gun blueprints. As Guac is transformed from victim to activist, he and his family work to safeguard our children from a government failing to provide them the safety and protection that should be their birthright.

Sinopse em inglês: A grieving father transforms his son’s murder into a national effort to establish better gun laws — using the same 3-D printing tech churning out guns across the country. The film captures the creation of the world’s first 3D -printed activist, modeled on Joaquin “Guac” Oliver, one of 17 Parkland students killed in the 2018 mass shooting. Guac the 3-D activist travels from New York to South Africa, and to the steps of Congress in Washington D.C., to highlight the dangers of the lawful online distribution of 3-D gun blueprints. As Guac is transformed from victim to activist, he and his family work to safeguard our children from a government failing to provide them the safety and protection that should be their birthright.

A situação: The U.S. is in the midst of political turmoil. People’s ideologies are permeating everyday culture and gun policies are dividing an already fractured country.

On an average day, more than 90 people in the U.S. are killed by firearms; of them, nearly 1,300 are children.

2018 was by far the worst year on record for gun violence in schools; sadly, today in the U.S., children are being forced to perform routine “active shooter drills”— this should not be the guiding principle that helps shape a child’s future.

The U.S. government fueled the gun violence crisis even more by allowing the free online distribution of 3D-gun blueprints for everyone to download. These plastic weapons don’t have serial numbers, are untraceable, can pass through metal detectors and can be made on demand by anyone, including felons.

With the same technology used to make plastic guns, we printed a life-size replica of Joaquin, turning him into a symbol that will forever fight against gun violence.

Joaquin’s journey of a victim turned activist is chronicled in a documentary, sparking a much-needed debate in the U.S congress about 3D-printed weapons and ultimately to get stricter gun regulations overall.

O objetivo: The 3D Activist travels from New York to South Africa and to the steps of Congress in Washington D.C., aiming to drive change and much-needed gun reform.

A estratégia: Change the Ref’s approach mixes art and activism as a way to reach more people and explain social problems in a more relatable way. The campaign around our 3D sculpture is extremely relevant because it uses art to put in perspective the disastrous effects of the mass shooting pandemic aggravated by the online distribution of 3D gun blueprints.

Since Parkland, there have been nearly 350 mass shootings in the U.S. — nearly one a day. And because the threat continues, Change the Ref will renew their fight all in efforts to safeguard our children from a government that is failing to provide them with the safety and protection that should be their birthright.

Sadly, the audience is anyone who could be a victim of the gun violence crisis; parents of students, voters, lawmakers and everyone who needs to listen to Joaquin’s story in efforts to create change

Execução: The activist was 3D-printed with the same technology as the dangerous plastic guns. The most powerful aspect of the execution is that it’s an exact 3D replica of Joaquin — from his height, clothes, sneakers, an NFC pin to help him collect signatures and even the flowers for his girlfriend on Valentine’s Day.

Guac was revealed in Times Square, NY, right before the midterm elections, then traveled to South Africa to join March for Our Lives and together they received the Children’s Peace Prize. Shortly thereafter, they went to Washington D.C., where they protested in front of the Capitol demanding gun regulations and continued his mission in Congress, where he visited those who have the power to make a change.

The 3D Activist’s transformation journey was captured in an expository documentary that had a creative idea at its core; a victim turned into 3D activist to fight gun violence.

Resultados documentados: The impact of our project is immeasurable. We created the first activist whose ideals could transcend him being a victim and stand forever in the fight for gun reform.

So far, the 3D Activist has visited the floor of the House of Representatives as they debate for new common-sense gun laws and countless other politicians. He has been inducted into the March for our Lives organization and awarded the International Children’s Peace Prize.

Best of all, the very same House of Representatives Joaquin visited has started the change we so desperately seek by passing HR8, the bill to update background checks and the FIRST gun reform legislation to pass since 1994.

CEO/Creative Chairman: Luis Miguel Messianu

SVP, Production: Michelle Headley

VP, Strategic Planning & Innovation: Juan Luis Isaza

Executive Creative Director/Content: Iu La Lueta

Executive Creative Director: Virgilio Flores, Monica Marulanda

Associate Creative Director: Jonathan Garcia

Senior Copywriter: Humberto Maldonado

Executive Producer: Jay Rivera

Producer: Victoria Marichal

Executive Producer, Studio: Yeyo Marquez

Senior Producer, Studio: Jennifer O. Eirea

Senior Editor: Tim Downing, Pablo Colella

Editor/Conform/Gfx: David Becerra