David Lubars
Chief Creative Officer BBDO Worldwide at BBDO Worldwide
New York, United States
TitleBack To School
Agency
Campaign Back To School
Advertiser Sandy Hook Promise
Brand Sandy Hook Promise
Date of First Broadcast/Publication
Business Sector Charities, Foundations, Volunteers
Story In 2018, 113 people were killed or injured in school shootings in the US. People seem to have accepted this “new normal”, and focus on teaching kids how to survive school shootings, rather than preventing them. To highlight this absurdity, Sandy Hook Promise created a commercial that at first appears to be a typical, saccharine, Back-to-School ad–but quickly turns dark when pupils have to use their new items to save their lives against a school shooter. A sock becomes a tourniquet. A girl uses her new phone to text her mom a final message. The commercial ends by saying that the only real back-to-school essential is learning the signs of a shooter, and stopping shootings before they happen. It received 26 million views in the first 24 hours and generated 5 billion media impressions. It was also tweeted by celebrities like Kim Kardashian, Elizabeth Warren and Joe Biden.
Media Type Television
Length
Worldwide Chief Creative Officer
Chief Creative Officer
Creative Director
Creative Director
Associate Creative Director
Associate Creative Director
Copywriter
Copywriter
Associate Creative Director
Art Director
Director of Integrated Production
Group Executive Producer
Music Producer
Strategist
Production Company
Director
Executive Producer
Editing Company
Editor
Mix
Associate Producer
Account Management
Account Management
Account Management
Planning Director
Director of Data Solutions
Founder
Founder
Line Producer
Director of Photography (DOP)
Editorial Company / Visual FX / Design Company
Managing Director
Assistant Editor
Telecine
Telecine
Producer
VFX/Conform
Flame Artist
Producer
GFX Artist
Music Prod Company
CEO/ CCO/ Composer
Music Composer
Music Producer
Music Producer
Sound Designer
Audio Engineer
Audio Engineer / Sound Designer
Audio Engineer / Sound Designer
Sound Engineer
Managing Partner
Assistant Audio Engineer
Assistant Audio Engineer
Assistant Audio Engineer
Assistant Audio Engineer
Media Agency
Business Leader
Associate Strategy Director
Digital Performance Director
Strategy Supervisor
Associate Director Social Media
President Video Investment
Managing Director Integrated Investment
Director Video Investment
Associate Director Published Media
Supervisor Published Media
Director Local Investment
Group Director Local Investment
PR Agency
Publicist
Account Director

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