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Published/Aired: 
March 2017

Every 27th Case Film

Description: 

Visitors of webrifle.org could control a robotized rifle with a touchpad and “shoot” real people with a tap on a space button in real time. The social experiment had a goal to understand if people are responsible enough to own guns without any gun control. They simply gave out guns to everyone.

Activists closed a small city square for a day and brought actors to make it as real as possible. Most of the shooters were gun owners. There was also a live chat where experimenters could see people’s reaction. Shooters were shocked since they were thinking they had killed someone for real. Most of them wrote that now they would think twice before taking a gun in their hands. Out of 254 shooter almost every 27 took the shot. The project was named Every27th and turned into a campaign against gun violence.

Ambient advertisment created by Publicis, Russia for Independent Enthusiasts for Gun Control, within the category: Public Interest, NGO.

Advertising Agency: Publicis, Moscow, Russia
Executive Creative Director: Anton Zimin
Creative Group Head: Andrey Yarynich
Art Director: German Kapitonov
Copywriters: Nikita Bocharov, Alexandra Zaitseva
Junior Copywriter: Anton Fedoseev
Group Acсount Director: Valeria Peturina

Comments (5)

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Highest Rated

kicker's picture
kicker
Activity Score 13

That's what I was waiting for! I've seen a lot of things that you can do in Internet, but killing people - that's a kickass provocation!

Red hat's picture
Red hat
Activity Score 20

Very provocative work! I like the insight.

kleenex's picture
kleenex
Activity Score 49606

WOW!!!

kicker's picture
kicker
Activity Score 13

That's what I was waiting for! I've seen a lot of things that you can do in Internet, but killing people - that's a kickass provocation!

fearless's picture
fearless
Activity Score 42

Shocking!

CrackerJackFlash's picture
CrackerJackFlash
Activity Score 19599

Awesome

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