TEENAGE DREAM | SANDY HOOK PROMISE | 360 CAMPAIGN
Three million U.S. children are exposed to shootings each year, proving the teenage dream is not what it used to be.
We juxtaposed Katy Perry’s song, ‘Teenage Dream’ with school shooting survivors’ tragic teenage realities.
AWARDS
EMMY - Outstanding Commercial
Cannes - Gold - Entertainment for Music
Cannes - Silver - Entertainment for Music
Cannes - Silver - Film Craft
Cannes - Silver - Film Craft
Cannes - Silver - Health and Wellness
Cannes - Bronze - Film Craft
D&AD - Yellow Pencil - Casting
D&AD - Graphite - Branded Entertainment - Scripted
D&AD - Use of Talent and Influencers
D&AD - Wood Pencil - Use of Music
One Show - Best of Discipline - Music & Sound Craft
One Show - Gold - Adapted Music
One Show - Bronze - Artist Partnership
One Show - Bronze - Branded Entertainment
Clio Music - Grand
Clio Music - Silver
Clio Music - Silver
AICP - Winner - PSA
AICP - Winner - Music
AICP - Winner - Performance
Shots award - Gold - Concept
Clio - Silver
Clio - Silver
Clio - Bronze
Clio - Bronze
Webby - Nomination
Webby - Nomination
Anthem Awards - Gold
Anthem Awards - Gold
Anthem Awards - Gold
Directors Guild of America - Nomination
Press: The Washington Post, Billboard, People, Adweek, Ad Age
360 WORK
This campaign continued past the PSA to further highlight the stories of our survivors.
SURVIVOR INTERVIEWS
Each survivor discussed how their life and their teenage dream changed after surviving a school shooting.
All interviews are available on sandyhookpromise.org.
PRINT
Quotes from Aalayah Eastmond and Emma Nees were used across print ads featured in, Sports Illustrated, Harper’s Bazaar, Elle Magazine, Wall Street Journal, Forbes, NY Post, Baltimore Sun, Cosmopolitan Magazine, Martha Stewart Living, and more.
SOCIAL POSTS
Quotes from Hannah Dysinger, Nick Walczak and Samantha Fuentes were used across social posts.
OOH
Quotes from Hannah Dysinger, Aalayah Eastmond and Samantha Fuentes were used for various sized OOH placements in NY, NJ, Denver, and Boston.
STATIC BANNERS
Quotes from Hannah Dysinger, Nick Walczak and Samantha Fuentes were used for various sized static banners.
WEBSITE
The PSA landing page hosted actual images and memorabilia from our survivors in a yearbook style format and linked to each of the survivors individual stories.
INSTAGRAM GRID
To keep our survivors top of mind after the PSA aired we filled the Sandy Hook Promise Instagram Grid with our survivors and their stories, linking to their interviews.
ECD: Peter Alsante
CD: Jim Connolly
Copywriter: Sandi Spino
Director: Henry Alex-Rubin
Designer: Jong Yeu Wu