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Group745
Group745
Group745
Group745
Group745
Change the Ref - Absurd Reality
09/09/2021
Advertising Agency
Miami, USA
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Brand
Agency / Creative

The U.S. is immersed in a public health crisis due to gun violence, and the absurd lack of firearm regulations allows scenarios that should only happen in movies.

Firearm-related deaths are the third leading cause of death overall in the U.S. for children under the age of 18, with minors becoming both victims and perpetrators — sometimes simultaneously. Yet some states have stricter regulations on lottery and alcohol purchases than on the sale of deadly weapons to minors. The gun culture in the U.S. even makes it common for some states to allow the purchase of alcohol and firearms all in one place. What’s worse, in some of these states, rifles are accessible to minors, while it is illegal for them to buy a harmless lottery ticket.

To dramatize this absurd reality in audio, we recreated conversations between salespeople and customers that can be heard in these actual stores throughout the United States. The audio covers every detail of the typical ambient sounds inside the stores.