Evolve Launches Provocative Gun Responsibility Campaign Through Saatchi & Saatchi NY

Saatchi & Saatchi New York's new campaign uses humour to remind gun owners 'It's the right to bear arms, not the right to be a dumbass'.

New York, NY - Evolve, the gun responsibility organization, has launched its first ad campaign encouraging individuals to take personal responsibility for gun safety. Evolve aims to become the “third voice” in the American gun debate, a conversation that has been gridlocked for decades.   Created pro bono by Saatchi & Saatchi New York, the creative work uses humor and satire to encourage responsible use and storage of guns. 

"Safety is not a side.  Gun owners and non-gun owners live with guns in this country, and we should all be able to have a collaborative conversation about how to think about gun safety," says Rebecca Bond, Co-Founder of Evolve.  "Humor can be a gateway to taking away the defensiveness that is the legacy of these discussions.  We hope to put this conversation on the kitchen table and start talking about it." 

The campaign features a provocative short film directed by the highly acclaimed TV and film director Seth Gordon.  It will appear in a number of places online, and portrays Thomas Jefferson and other political leaders and statesmen debating the language of the Second Amendment. After a heated debate, the group decides to remove a crucial “as long as you’re not a dumbass about it” caveat to the amendment. The video – based on the line “It’s the right to bear arms, not the right to be a dumbass” – highlights a number of outrageous examples of careless gun use. 

Evolve Co-Founder Jon Bonds adds: "We want the 'Dumbass' concept to catch on in popular culture the way 'friends don't let friends drive drunk' did for safe driving." 

“When we researched the gun debate in America, we saw that it’s become almost impossible to have a thoughtful discussion about gun safety,” said Claudine Cheever, Chief Strategy Officer at Saatchi & Saatchi New York. “What I love about Evolve is that they’re not about taking a side in that debate - they’re squarely focused on promoting personal decisions about gun safety. We believe the work will make people laugh and think.” 

The call to action is for American gun owners to sign the Code of Gun Responsibility.  See the video above.   And for more info please visit http://www.takeonthecode.com/


About Evolve

Evolve (www.evolvetogether.us) is about promoting responsible choices about gun safety behaviors in America. Safety is not a side and that is something that the majority of gun owners and non-gun owners can agree on. We respect that the Second Amendment guarantees the right to keep and bear arms. We believe that gun safety should be as big and aspirational as a Nike 'Just Do It' message, motivating people to, well, just do it.  Evolve is a nonprofit organization founded by Jon and Rebecca Bond in 2013, made up of gun owners, non-gun owners, gun industry leaders, moms and dads, professionals, leaders, and NRA members.






Call for Entries: Saatchi & Saatchi New Creators Showcase

News

Today, Saatchi & Saatchi invites candidates from around the world to submit creative work for the 2019 New Creators Showcase (NCS), held at Cannes Lions International Festival of Creativity in France. Previously known as New Directors' Showcase, and open to all creative talent, Saatchi & Saatchi invites the very best directors, makers and creators to submit film work for this…

FORBES magazine names Legacy in the Making by Mark Miller and Lucas Conley (McGraw-Hill) as one of the “Top 10 Business Books for 2018

News

Launched in 2012, Team One’s The Legacy Lab™ is a thought-leadership platform exploring the dynamics of long-term brand building in a short-term world. The Legacy Lab has researched influential brands including The Bluebird Cafe, It Gets Better Project, Girls Who Code, The Ritz-Carlton Hotel Company, The Championships, Wimbledon and Taylor Guitars among others, and publishes many of its learnings online.…

Guillermo Vega joins Saatchi & Saatchi London as Chief Creative Officer

News

Saatchi & Saatchi London has hired Guillermo Vega, the former ECD of 72andSunny New York, as its Chief Creative Officer. Joining on October 1, Vega will lead the agency’s creative department and build on its existing creative success. His appointment completes the Saatchi & Saatchi London management team, alongside Sam Hawkey (Chief Operating Officer), Richard Huntington (Chief Strategy Officer) and…

Saatchi & Saatchi New York Appoints Taras Wayner as Chief Creative Officer

News

Saatchi & Saatchi New York has announced the appointment of Taras Wayner as Chief Creative Officer, effective September 1st. Wayner will oversee all creative communications across the agency’s client roster, which includes Walmart, Procter & Gamble, USAA and NDSS, and will play a key role in further developing the agency’s creative talent. “The moment I met Taras I knew he…

Saatchi & Saatchi win 17 awards at Cannes 2018

News

Cannes Lions 2018 saw Saatchi & Saatchi offices around the network pick up a total of 17 awards. The wins were split across Saatchi & Saatchi New York, Saatchi & Saatchi LA, Saatchi & Saatchi New Zealand, Saatchi & Saatchi Germany and F/Nazca Saatchi & Saatchi Brazil. Winning clients were Tide, National Down Syndrome Society, Toyota, Elanco, Sadia and the…

Saatchi & Saatchi Croatia Re-energizes With New Creative Appointments

News

Publicis One Croatia today announces the appointment of three award-winning creative talents to Saatchi & Saatchi, promoting growth and creative excellence goals in Croatia and throughout the Adriatic. The three new appointments, who have extensive creative experience, will spearhead a re-energizing process of the agency in Croatia. Appointed are Ivan Tanić, who joins as Creative Director, Nebojša Cvetković as Art…

Saatchi & Saatchi New Zealand wins global Tourism Fiji account

News

Saatchi & Saatchi New Zealand has been appointed as Tourism Fiji’s global brand agency of record, following a selection process and creative pitch that began in mid 2017. Saatchi & Saatchi will lead the creation of a revitalised brand platform and global campaign to attract visitors to Fiji from all over the world, focusing on key markets – Australia, New…

Saatchi & Saatchi Shanghai wins Kraft Heinz China’s Creative Business

News

Kraft Heinz China recently appointed Saatchi & Saatchi Shanghai as their lead creative agency in China for all Kraft Heinz brand categories. Saatchi & Saatchi Shanghai won this business after a fierce multi-way pitch against other agencies over the past months. Saatchi & Saatchi Shanghai will lead creative services for all brands under the Kraft Heinz China umbrella. This covers…

Saatchi & Saatchi London named 'The Best and Bravest Agency on the Planet' by Contagious Magazine

News

Saatchi & Saatchi London have been named ‘The Best and Bravest Agency on the Planet’ by Contagious Magazine after topping their 2018 Contagious Pioneers agency rankings. The list recognises the top ten agencies round the world who consistently set the standard for creativity, innovation and excellence in marketing. The Contagious Pioneers list is based on an analysis of the Contagious I/O intelligence…

Seeds&Chips and Saatchi & Saatchi Italy partner to address the future of the food industry

News

Seeds&Chips, The Global Food Innovation Summit founded by Marco Gualtieri, has appointed Saatchi & Saatchi to handle its advertising for their next event scheduled in Milan from 7th to 10th of May 2018. Seeds&Chips, now in its fourth year, has become a point of reference within the food industry for food innovation. The yearly summit held in Milan, showcases the…