MFOL - GENERATION LOCKDOWN
Project
MFOL - GENERATION LOCKDOWN
Project
MFOL - GENERATION LOCKDOWN
Client
March For Our Lives
Client
March For Our Lives
Role
Concept, Creative Direction, Writing, Research, Film, PR, Social Strategy
Role
Concept, Creative Direction, Writing, Research, Film, PR, Social Strategy
Market
Global
Market
Global
Year
2022
Year
2022
Creative Sustainability: Unite a divided country in 2 minutes.
How do you create productive gun reform dialogue when both sides despise each other? Our client March For Our Lives asked us to cut through the chaos of the presidential election and create space for a vital conversation. Our solution was not fancy or complex. We simply surfaced a truth that no politician, or parent could deny. Zero exaggeration. Zero hyperbole. Just the truth.
WATCH THE FILM
“We have had monumental changes and it’s because of one thing in particular, this communication”
– David Hogg, Founder March For Our Lives.
WATCH THE CASE FILM
SHARED BY SENATORS, CELEBRITIES AND A VICE PRESIDENT
The film earned over 55 million views in two weeks and became the lead story for news organizations all over the world. Senators from both political parties, Kardashians and a Vice President shared the film and integrated its message into their election campaign communications.
"This is the world we live in. If Congress fails to pass it within my first 100 days as president, I'll take executive action myself."
- Kamala Harris
INVITED TO THE SENATE FLOOR
Our client March For Our Lives was invited to Congress in Washington D.C. to air the film on the Senate floor.
AN ENTIRE GENERATION GIVEN A NAME
The phrase Generation Lockdown is now ubiquitous. For the first time, a generation that had been suffering silence has a name that forces those in power to confront the consequences of their inaction on gun reform.
THE POWERLESS GIVEN A VOICE
In a chaotic political year, our project cut through the noise and enabled a small student-led organization — too young to vote — to shape their country's presidential election.
"This is what growing up in America in 2022 looks like"
- Kourtney Kardashian
"This."
- Amy Schumer
Our founders were interviewed by The New York Times and appeared on several national and international news segments to discuss the project and its aims.
Produced in partnership with our friends at McCann and Hungry Man.
Creative Sustainability: Unite a divided country in 2 minutes.
How do you create productive gun reform dialogue when both sides despise each other? Our client March For Our Lives asked us to cut through the chaos of the presidential election and create space for a vital conversation. Our solution was not fancy or complex. We simply surfaced a truth that no politician, or parent could deny. Zero exaggeration. Zero hyperbole. Just the truth.
WATCH THE FILM
“We have had monumental changes and it’s because of one thing in particular, this communication”
– David Hogg, Founder March For Our Lives.
WATCH THE CASE FILM
SHARED BY SENATORS, CELEBRITIES AND A VICE PRESIDENT
The film earned over 55 million views in two weeks and became the lead story for news organizations all over the world. Senators from both political parties, Kardashians and a Vice President shared the film and integrated its message into their election campaign communications.
"This is the world we live in. If Congress fails to pass it within my first 100 days as president, I'll take executive action myself."
- Kamala Harris
INVITED TO THE SENATE FLOOR
Our client March For Our Lives was invited to Congress in Washington D.C. to air the film on the Senate floor.
AN ENTIRE GENERATION GIVEN A NAME
The phrase Generation Lockdown is now ubiquitous. For the first time, a generation that had been suffering silence has a name that forces those in power to confront the consequences of their inaction on gun reform.
THE POWERLESS GIVEN A VOICE
In a chaotic political year, our project cut through the noise and enabled a small student-led organization — too young to vote — to shape their country's presidential election.
"This is what growing up in America in 2022 looks like"
- Kourtney Kardashian
"This."
- Amy Schumer
Our founders were interviewed by The New York Times and appeared on several national and international news segments to discuss the project and its aims.
Produced in partnership with our friends at McCann and Hungry Man.