2022 Winner

With the hope of preventing tragedies, Sandy Hook Promise, BBDO and School Editing created two videos to encourage people to watch for signs of distress in youth. In the 30-second video that begins with the text “How To: Overload a Circuit,” a computerized voiceover repeats the words “plug in” over a series of images depicting teenagers on their devices. The vignettes end with the voice saying “Blow” over a close-up of a teenager crying. The music abruptly stops and a blackened screen displays the text, “The kids are not alright.”

In the 49-second video “How To: Perform a Disappearing Act,” youth are shown moving in reverse rather than towards people such as friends and family. Text overlaid on accompanying images includes “Detach from friends”; “Miss prom”; “Don’t leave your head”; and “Disappear.” An image of a gun flashes by, as does a text message that reads, “I swear I’m gonna do it at noon tomorrow.” The video also features
dramatic drumming, voiceovers of news reports about youth anxiety and a
child calling a helpline.

Credits

Client: Sandy Hook Promise
“How To” Campaign
Titles:
“How to Overload a Circuit”
“How to Perform a Disappearing Act”

Creative Agency: BBDO, New York
Chief Creative Officer, Worldwide: David Lubars
SVP Senior Creative Director: Peter Alsante
Creative Director: Kara Goodrich
Creative Director: Cesar Finamori
SVP, Group Executive Producer: Alex Gianni
Producer: Tatiana Lanier
Production Coordinator: Annie Hutchings
Music Producer: Julia Millison
Business Manager: Grace Kelly
SVP Senior Director: Lindsey Cash
VP Account Director: Ann Kim
VP Planning Director: Ben Bass
Planner: Kamillah Collins


Production Company: Sweetshop, USA
Co-Production Company: Office of Development & Design (ODD)
Director: Jakob Márky
Design Director: Gary Breslin
Executive Producer: Jeff Miller, Matthew Turke, George Meeker, Tim Case
Producers: Linden Carty, Matt Zion-Basile

Editing Facility: School Editing
Editor: “Circuit” Ben Canny (School) & Chelsea Smith (via ODD)
Editor: “Disappear” Ben Canny & Taylor McWade (School)
Executive Producer: Sarah Brooks

Design & Animation: Office of Development & Design (ODD)
Creative Director: Gary Breslin
Animators: Hayato Yamane, Paul Todaro

Colour Facility: Alter Ego
Colourist: Conor Fisher
Colour Assistant: Daniel Saavedra
Producer: Spencer Butt
Senior Producer: Jane Garrah

VFX / Finishing Facility: Fort York VFX
Lead Flame Artist: Melissa Vasilev
Flame Artists: Luke White, James Marin
Producer: Armen Bunag
Executive Producer: Erica Bourgault-Assaf

Mix/Sound Design Company: Sound Lounge, New York
Engineer/Sound Designer: Pete Crimi
Engineer/Sound Designer: Justin Kooy
Executive Producer: Susie Shuttlewroth
Senior Producer: Lauren Mullen

Casting Director: Alexa Magnotto
Producer: Camila Dayson Aravena
Production Coordinator: Matt Smith

Footage Sourced & Licensed by Stalkr
Producer: George Alvarez

Content Curation by Catch & Release