Change the Ref

Absurd Reality

Agency: Alma


Firearm-related deaths are the third leading cause of death overall in the U.S. for children under the age of 18. Minors are both victims and perpetrators — sometimes simultaneously. Since 2015, there have been more than 1,500 shootings by children, yet some states have stricter regulations on lottery and alcohol purchases than with the sale of firearms.
To better illustrate this, alma created “Absurd Reality,” a creative campaign in partnership with Change the Ref, a non-profit that raises awareness about gun violence and was founded by the parents of one of the Parkland shooting victims.
The campaign features images of real establishments across the United States, where people can purchase alcohol, lotto, and guns – all in one place. To amplify the campaign even further, alma also developed radio spots that recreate a dialogue between a salesclerk and a customer in these same stores.

This professional campaign titled 'Absurd Reality' was published in United States in October, 2020. It was created for the brand: Change the Ref, by ad agency: Alma. This Print medium campaign is related to the Public Interest industry and contains 2 media assets. It was submitted over 3 years ago by Sabrina Paz Riesgo of Alma DDB.


Advertising Agency: Alma, Miami, United States of America
Creative Chairman & CEO: Luis Miguel Messianu
Co-President And CCO: Alvar Suñol
SVP, Production: Michelle Headley
VP, Director Of Production: Yeyo Marquez
Executive Creative Director: Monica Marulanda
Creative Director: Virgilio Flores
Creative Director: Santiago Cuesta
Creative Director: Daniel Correa
Associate Creative Director: Humberto Maldonado
Associate Creative Director: Luis Puerta
Art Director: Emilia Lora
Art Director: Orlando Velez
Print And Business Manager: Candy Cabrera


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