Generation Lockdown – March For Our Lives

In 95% of public schools in the United States, lockdown drills are as common as math and science. Students learn terrifying lessons like how to barricade doors with tables and how to balance on toilet seats so that shooters can’t see their feet. March For Our Lives, the student-led organization that emerged in the tragic wake of the shooting in Parkland, Florida believes politicians have shifted the responsibility of preventing mass shooting to kids forcing millions of them to become experts in their survival instead of tackling any meaningful gun reform. Our objective was to change that. March For Our Lives created “Generation Lockdown” film to finally bring lockdown out of the shadows and into the conversation of parents and politicians around the country. We then drove support towards a better solution — the S. 42 Background Check Expansion Act, which closes loopholes in gun laws and stops people with a criminal history from purchasing guns.

Credits
Client: March For Our Lives
Campaign: Generation Lockdown
Amanda Conlee, Director of Operations
Ryan Deitsch, Co-Founder & Content Creator
Lauren Hogg, Co-Founder
Robyn Mohr, Deputy General Counsel
Precision Strategies
McCann New York
Eric Silver, Chief Creative Officer, McCann North America
Devika Bulchandani, President, McCann New York
Sean Bryan, Co-Chief Creative Officer, McCann New York
Tom Murphy, Co-Chief Creative Officer, McCann New York
Pierre Lipton, Global Executive Creative Director, McCann New York
Marco Pupo, Executive Creative Director, McCann New York
Karsten Jurkschat, Creative Director, McCann New York
Alex Little, Creative Director , McCann New York
Nathy Aviram, Chief Production Officer, McCann New York
John McAdorey, Executive Producer, McCann New York
Gabrielle Levy, Producer, McCann New York
Jeremy Miller, Chief Communications Officer, McCann Worldgroup
Danielle Korn, Director of Business Affairs, McCann New York
Kimberly Kress, Director of Talent Partnerships, McCann New York
Wilmien Blake, Director of Business Affairs, McCann New York
Terry Marcello, Director of Talent Payment, McCann New York
Bristol Parrish, Senior Project Manager, McCann New York
Film production: Hungry Man
Director: Bryan Buckley
EPs: Mino Jarjoura, Kevin Byrne, Caleb Dewart
Producer: Matt Lefebvre
Production Manager: Sherra Fermino
DP: Scott Henriksen
Editorial: NO6
Editor: Jason Macdonald
Editor: Justin Quagliata
Executive Producer: Corina Dennison
Post Producer: Malia Rose, Laura Molinaro
Assistant Editor: Tripp McCarty, Scott Zeitlen
Finishing: NO6
Flame: Ed Skupeen
Flame Asst: Mark Reyes
Color: Steve Picano
Finishing: The Mill/LA
Flame: Tom Graham
Creative Director: Phil Crowe
Producer: Marie O’Brien
Executive Producer: Anastasia Von Rahl
Audio Post: Sonic Union
Audio Engineer: Brian Goodheart
Audio Mix Assistant: Kelly Oostman
Audio Producer: Pat Sullivan
Audio Producer: Justine Cortale
Music: Duotone Audio Group
Executive Producer: Ross Hopman
Composer: Brad Fischer
Clearances provided by: STALKR
Executive Producer: Colleen Cavanaugh Anthony
Producer: George Alvarez
Project Manager: Natalie Stowell
Researcher: Niko Savich
Researcher: Craig Phillips

Tags:
Generation Lockdown, Awareness Campaign, Digital Film, shorty awards, Gun violence, McCann, Best Social Media Campaign, International Festival of Creativity, Cannes Lions, Grand Prix