| Title | The Bulletproof Collection |
| Agency | Carne |
| Campaign | The Bulletproof Collection |
| Advertiser | Peruvian Government |
| Brand | Gun Control Law Project |
| Date of First Broadcast/Publication | 2016 / 5 |
| Business Sector | Government Information & Services |
| Story | The challenge was to generate awareness about the increasing gun violence in Peru and the importance of supporting the gun control law. We wanted to make people realize that if they don't support the gun control law, they would probably have to wear a bulletproof vest to go out on the streets. So we asked the best designers to create a unique garment collection nobody wanted to wear: The Bulletproof Collection. |
| Philosophy | To support a gun control law project, and stop gun violence in Peru, CARNE asked some of the hottest Peruvian fashion designers to create a collection, people would never should wear: The Bulletproof collection. It was presented at Lima Fashion Week. |
| Result | Results (if it has them): We presented The Bulletproof Collection at LIFWeek (LIMA FASHION WEEK) It was broadcasted on TV. Then we put it up for sale online. The Bulletproof Collection was so controversial that it went organically viral via social media. Opinion leaders, celebrities and politicians joined the cause and helped to make it even more viral. So it reached the news quickly. Up to $1,3 million in free media and PR. Over 8,000,000 people reached. We got many more signatures than we needed. Thanks to The Bulletproof Collection people supported the law project and was approved afterwards by the Peruvian Government. Quote from creative leader: The Bulletproof Collection. “A ridiculous fashion trend turned into a solution to fight gun violence.” |
| Media Type | Case Study |
| Length | |
| Executive Creative Director | Jose Rivera y Pierola |
| Creative Team | Piero Oliveri |
| Creative Team | Yoshi Ishikawa |
| Creative Team | Alejandro Canciobello |
| Creative Team | Joaquín Belaúnde |
| Creative Team | Frank Martí |
| Account Manager | Jackie Sztrancman |
| Producer | Javier Correa |
| Producer | Kathy Santillana |
| Production Company | Sangre |