Bianca Guimarães
Associate Creative Director at BBDO
Greater New York City Area, United States
TitleBack To School
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
Worldwide Chief Creative Officer
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Creative Director
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Associate Creative Director
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Director of Integrated Production
Group Executive Producer
Music Producer
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Editing Company
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Account Management
Account Management
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Planning Director
Director of Data Solutions
Line Producer
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Editorial Company / Visual FX / Design Company
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Flame Artist
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Music Prod Company
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Associate Strategy Director
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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
Account Director

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