As an organization born in Parkland, Change the Ref seeks to empower not only those who can vote on gun laws, but also the youth who will be affected by these decisions. Therefore, we wanted to target anyone who lives in Florida, regardless of age. We wanted to make an impact on Floridians minds by showing them how they over-index in every gun-related issued. To do so, we compared Florida’s gun data with the data of several other states combined showing that Florida’s numbers were always higher. Visually, we used the well-known Florida gun shape, but we made a very impactful comparison by creating other gun shapes with the states we were comparing Florida with.
Advertising Agency: Alma, Miami, USA
Creative Chairman/CEO: Luis Miguel Messianu
Co-President/CCO: Alvar Suñol
SVP, Productions & Operations: Michelle Headley
Creative Director/Copywriter: Beatriz Torres Marin
Creative Director/Art Director: Daniel Correa
Junior Art Director: Daniela Perez