Creativity

An AR-15 replaces the iPhone in these disturbing guerrilla ads

SVA students Ji Kim and Andy Koo leverage celebrated campaign to call attention to gun violence

By Ann-Christine Diaz. Published on Apr 06, 2018

Editor's Pick

The iPhone isn't the only thing that can shoot really well. AR-15s do quite a good job too.

A pair of students have riffed on Apple's award-winning "Shot on iPhone" campaign to make a statement about gun violence in guerilla ads they've been posting around New York City since March 24, the day of the March for Our Lives.

School of Visual Arts seniors Ji Kim and Andy Koo pulled images from the country's most devastating gun violence tragedies--including Pulse Nightclub in Orlando, Sandy Hook Elementary and Marjorie Stoneman Douglas in Parkland--and re-framed them in a crisp white border nearly identical to those of the iPhone ads. But instead of "Shot on iPhone," the copy reads "Shot with AR-15" and in place of Apple's logo on the left corner, it features that of the NRA.

"We thought about what would be the most powerful way to raise awareness about this issue, and Apple's iconic 'Shot on iPhone' came up in my head, because the word 'shot' has two different meanings," says Kim of the campaign's inspiration. "We thought it was ridiculous that AR-15 was used in most of the recent mass shootings in the United States. And AR-15 was initially developed as a weapon of war, not for home or personal protection."

Kim and Koo are currently looking to expand the campaign to other cities.

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Date
Apr 06, 2018
Client:
Ji Kim and Andy Koo

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