11: BRAND PURPOSE (Brand Activism)
Objects Not People - Al Saiyid Gun Society
|Title of Entry:||Objects Not People|
|Brand:||Al Saiyid Gun Society|
|Client:||Al Saiyid Gun Society|
|Entrant Company:||Impact BBDO|
|Creative Agency:||Impact BBDO Dubai|
|Duration of Entry:||02:00|
|Chief Creative Officer:||Paul Shearer|
|Creative Director:||Kean Hartnady, Ramy El Sakka|
|Art Director:||Ahmed Otaibi|
|Copywriter:||Jarrad Skye Pitts|
|Production Company:||Rhino Productions|
|Date of Release:||2020-02-01|
|Notes:||As a gun society, Al Saiyid wanted to help shape a more responsible usage of guns, and do their bit towards reducing gun-related violence towards people. The brief was to come up with a socially responsible campaign.
Gun violence, from mass shooting to assault, is on the rise globally. Picking up a loaded weapon, aiming at human being and pulling the trigger is easier than ever. A flawed tradition hiding in plain sight at the heart of gun culture is the use human figures as targets. We condition ourselves to kill humans, scoring more points for the head and heart. To change this, an Egyptian shooting society designed a series targets in the form of everyday objects to replace the human shaped targets. Designed to maximise a shooter’s dexterity and ease transition. It is time we changed what we aim guns at.
The posters have been received with great enthusiasm. 46 different gun ranges in 7 different countries on 3 different continents have now downloaded the open-source designs and have replaced human graphic targets with our objects.
|Other Credits:||Executive Creative Director: Ali Rez|
|Other Credits:||Regional Creative Director: Ali Zein|