Thursday, 26 February 2015

"Playthings" safety PSA is charming yet dead-serious at the same time

Evolve's "Playthings", the most viewed gun safety PSA in history, reaching more than 7 million people, gets a print campaign that further illustrates the importance of keeping guns locked up when ever-so-curious children are at home.

The charmingly provocative ads feature kids playing with all manner of taboo household items – condoms, mom’s lacey lingerie, maxi pads, sex toys and tampons – with the simple reminder: ‘If they find it, they’ll play with it.’  That’s an embarrassing prospect if kids find a lacey bra, but it’s a terrifying one if they find an unlocked gun.

Rebecca Bond, Evolve’s co-founder said: “Owning a firearm, and living with them in our communities, comes with the heavy responsibility of safety. Let’s face it, kids find everything.  Some things are simply embarrassing.  Some things are potentially lethal and there is absolutely no do-over.  Hoping that kids exercise good judgment – or are even capable of doing so – is not a bulletproof plan for any parent. We have to keep finding more ways for everyone to take on these conversations; ensuring that no other lives are tragically impacted by lax and avoidable safety behaviors.  Wouldn’t that be amazing?”

See the spot here.





Client:  Evolve
Rebecca and Jon Bond, Co-Founders

Agency:  McCann NY
Sean Bryan, Co Chief Creative Officer
Thomas Murphy, Co Chief Creative Officer
Ferdinand Daniele, Associate Creative Director
Thomas Weingard, Associate Creative Director
Nathy Aviram, Chief Production Officer
Wendy Leahy, Senior Art Producer
Rachel Heiss, Account Executive
Sharon MacKenzie, Manager, Print Project Management
April Gallo, Senior Print Producer

Photographers: The Selby, Kevin Zacher

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