Cannes Lions

The Other Side

BBDO NEW YORK, New York / SANDY HOOK PROMISE / 2018

Film
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In the film, we see a close-up of a teenager in his bedroom. He talks to the camera about the fact that no one ever thought a school shooting could happen at his school. And how, even when people saw the mental health-related signs in the shooter, they never said anything. He describes signs like: being bullied, an obsession with guns, and even posting about shooting up the school on Instagram. The camera then pulls back to reveal that this student is actually the one about to do the school shooting. He has been holding a rifle on his lap the whole time, and is surrounded by other weapons. We just couldn’t see them because they were slightly out of frame. He concludes by saying that tomorrow someone will wish they had said something.

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