The Lost Class
Imagine a graduation ceremony. The hum of excitement, the joyous cheers, the proud parents. Now, imagine 3,044 empty chairs amidst that celebration. Welcome to "TheLostClass" - a powerful campaign that symbolically illustrates the tragic consequences of gun violence.
Translating Numbers into Narratives:
Statistics, often, are faceless. When we read "3,044 students didn't graduate due to gun violence," it's easy to gloss over. But when presented with a vast sea of empty chairs, each symbolizing lost potential, aspirations, dreams – the narrative becomes personal, immediate, and heart-wrenching.
Capitalizing on Controversy:
It's audacious, to say the least, turning pro-gun advocates into inadvertent spokespeople for an anti-gun violence campaign. Yet, this audacity serves a purpose: to underscore the consequences of their advocacy and generate discussions on a broader scale.
It's audacious, to say the least, turning pro-gun advocates into inadvertent spokespeople for an anti-gun violence campaign.
Key Takeouts:
Key visuals are impactful: The visual of empty chairs is more poignant than mere statistics.
Challenge norms: Using pro-gun advocates in an anti-gun campaign is a bold move that sparks widespread discussion.
Show, Don’t Over-Tell: A well-executed representation often speaks for itself. Let your visuals convey the message.
"TheLostClass" isn't just a campaign; it's a mirror reflecting the devastating consequences of societal choices. As creatives, we're reminded that the most potent messages are often those grounded in stark, unvarnished reality.
Board
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Campaign: The Lost Class
Client: Change The Ref, USA.
Co-Founder: Manuel Oliver, Patricia Oliver.
Advertising Agency: Leo Burnett, Chicago.
Production Company: Hungry Man, Los Angeles.
Illustrator: Sean Hannaway.
Design Director: Kyle Poff.
Associate Creative Director: Jason LaFlore , Matt Turnier , Ceara Adamson.
Copywriter: MacKenzie Hart.
Art Director: Sofia Gahn .
Junior Copywriter: Kelley Barrett .
Junior Art Director: Katie DiNardo .
Head of Production: Mike Davidson .
Executive Producer: Ashley Geisheker , Caleb Dewart, Mino Jarjoura, Adrianne McCurrach , Corina Dennison, Thatcher Peterson , Leslie Dilullo, Ceara Adamson.
Associate Film Producer: Kaitlin Bucaro .
Operations Director: Michael Shanahan .
Production Manager: Julie Lewandowski .
Account Director: Amy Walloch .
Head of Planning: Kaylin Goldstein .
Strategy Director: Nimisha Jain .
Resource Manager: Nancy Parnell , Phoebe Alvarez .
Strategist: Sean Logan.
Director: Bryan Buckley.
Producer: Matt Lefebvre, Jordan Cohen, Meg Amicucci, Jenny Bright , Lindsey Lerman , Thatcher Peterson .
Director of Photography: Scott Henriksen.
Photographer: Neil Dacosta.
Technical Director: Sun Komen.
Developer: Danny Wirick.
Editor: Jason Macdonald, JK Carrington, Ryan Bukowski, Chris VanDyke, Maxwell Redinger.
Assistant Editor: Grace Yang, Riley Donigan.
Founder: Phil Crowe.
Colourist: Gregory Reese .
Art Assistant: Corey Martinez, David Oh.
Music Producer: Andrew Feltenstein , John Nau.
Sound Mixer: Rommel Molina .
Head of Communications: Jackie Zupsic.
Senior Vice President: Baxter Townsend.
Account Supervisor: Adam Skaf, Ashley Geisheker .
Vice President: Kappie Kopp.
PR Agency: Tusk Strategies.
PR Account Supervisor: Adam Skaf.
Project Manager: Julie Lewandowski .
