After the tragic shooting at Marjory Stoneman Douglas High School in Parkland, Florida in 2018, Manuel and Patricia Oliver launched Change the Ref in memory of their son Joaquin and his 16 peers that senselessly lost their lives. Change The Ref (CTR), was formed to empower our Future Leaders, giving young people the tools they need to be empowered to make changes to critical issues that affect our nation, through education, conversation, and activism.
With the 2020 election looming, Change the Ref has launched an initiative to encourage young people to get out the vote. “The Unfinished Votes” leverages AI technology to bring Joaquin back to life digitally to ask people to “finish” the vote he was never able to cast, as this would have marked Joaquin’s first vote in a presidential election. In the launch film for the campaign, Manuel and Patricia, alongside their late son, recruit voters to replace the ballots of gun violence victims.
Film advertisement created by McCann Health, United States for Change the Ref, within the category: Public Interest, NGO.
Global Chief Creative Officer: Matt Eastwood
Chief Creative Officer NY: June Laffey
Executive Creative Director: Tim Jones
Group Creative Director/Copy Writer: Josh Grossberg
Creative Director/Art Director: Fabio Rodrigues
Associate Creative Director/Designer: Felipe Leite
Director of Integrated Production: Ed Zazzera
Producer: Eva Pipa
Senior Project Manager: Regine LeConte
Group Account Supervisor: Warren Wyatt
Production Company: The Colony
Director: David Gaddie
Producer: Alan Melillo
Editorial Company: Bandit
Editor: Peter Sabatino
Visual effects company: LightFarm
Creative Consultant: Framestore
Color Grade: Chimney
Composer: Yessian Music
Mix Studio: Sonic Union