Creativity

Bulletproof vests for kids--the next big thing?

Effort by agency creatives highlights gun control after Parkland

By Alexandra Jardine. Published on Mar 22, 2018

Editor's Pick

A new campaign and website purporting to sell bulletproof vests designed for kids is actually promoting a hidden message about gun control in America.

The landing page for the site, Bulletproof Junior Vests, asks whether your child is prepared, as you never know if another school shooting is round the corner. Viewers can click on different styles of bulletproof vests for toddlers, pre-teens and teens--all modeled by smiling children and on sale for over a thousand dollars each.

There are some chilling product details--the toddler vest claims to play nursery rhymes "to soothe your child's pounding heart rate" for example, and is machine washable but "hand wash only" for blood stains. Meanwhile the teen vest has integrated bluetooth speakers. All are advertised as coming with a free replacement "if shot within the first two months of purchase."

If anyone clicks to buy a product, however, a message comes up to say that kids don't need bulletproof vests, but instead voters demanding change. Visitors are encouraged to tweet their senators via the site by entering their zip code.

The campaign was an effort by creatives, strategists and account people from multiple agencies who were inspired by the Stoneman Douglas High School students and wanted to use their skills for good. The creative team includes Jason Murray of Y&R New York, Yugendu Vyas and Caleb Couturie of 180 L.A, and Chris Puma of Huge.

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Credits

Date
Mar 22, 2018
Agency:
Young & Rubicam New York
Associate Creative Strategist:
Harley Garner
Client:
Bulletproof Junior Vests
Senior Account Executive:
Davina Hamilton
Junior Copywriter:
Chris Puma
Art Director:
Jason Murray
Copywriting Intern:
Caleb Couturie
Art Direction Intern:
Yugendu Vyas
Developer:
Rudy Perez

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