The Creatives Room

Back-To-School Essentials

Brand: Sandy Hook Promise · Agency: BBDO New York · Year: 2020 · Category: Commercials · Medium: video

The film opens with the cheerful, brightly-lit aesthetic of a back-to-school commercial, with kids showing off new supplies in a clean school. This style is abruptly shattered to reveal a school shooting in progress. The same students now use their "essentials"—sneakers for running, a skateboard to break a window, a phone to text a final message—for survival. The visual tone shifts from optimistic and commercial to dark, frantic, and terrifying.

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Back-To-School Essentials - BBDO New York - 2020 | The Creatives Room