Behind Change the Ref’s Chilling Firearm Friendship Bracelets

In its first campaign since the office’s launch, Archer Troy Miami has created an emotionally powerful print campaign for gun control activism group Change the Ref. ‘Lock Their Safety’ encourages viewers to support the adoption of Ethan’s Law, legislation that requires the safe storage of firearms in the homes, via a series of striking posters. Featuring the photography of Ale Burset, the images show friendship bracelets being used as gun safety locks in an evocative juxtaposition of childhood innocence and the sombre reality of the dangers of unsecured firearms.

The campaign also aims to raise general awareness around the threat posed to children in households where guns are left loaded and unsecured - a situation that has some alarming statistics. When launching the project, Archer Troy highlighted one figure in particular, which served as inspiration for the posters; the fact that between 2015 and 2022, unsecured firearms resulted in over 1,000 accidental child deaths in the US. 

To delve into the creation of this campaign, and what expectations it sets for the future of the new office, LBB’s Ben Conway spoke with Luciano ‘Chany’ D´Amelio, chief creative officer and partner at Archer Troy Miami.

LBB> How did this project come about? Have you worked with Change the Ref before? What was that collaborative dynamic like?

Chany> This project was initiated out of a personal concern for the issue of firearm safety, especially regarding children. As a parent of young children in the US, the risk that unsecured firearms pose became a very real concern for me. We hadn't worked with Change the Ref before, but their mission aligned perfectly with the values and message we wanted to convey. The collaboration was synergistic and driven by a shared goal. We had several meetings with Manuel Oliver, co-founder at Change the Ref and Mike Song, father of Ethan Song. Together, we brought a passionate and personal perspective to the project, which was essential in shaping the campaign’s emotional resonance.

LBB> What was the brief like from the client? And what were the main statistics and insights that sparked this campaign?

Chany> The brief from Change the Ref emphasised the dire need for awareness around the safe storage of firearms. The chilling statistic that over a thousand children died due to unsecured firearms between 2015 and 2022 was the main spark for the campaign. They wanted something that would not only inform but also emotionally engage the public to support Ethan's Law.

LBB> What is Ethan’s Law? How did it influence this project?

Chany> Ethan’s Law requires all firearms, loaded and unloaded, to be safely stored in homes occupied by minors under 18. It became the centrepiece of the campaign, influencing the urgency and seriousness of the message we wanted to convey. The law represents a tangible solution that the public can rally behind, which is why it was crucial to anchor the campaign around it.

LBB> Where did the friendship bracelet concept come from? Whose names are written on them?

Chany> We wanted to use an object that represents kids, an object that everyone should recognise. The friendship bracelet concept was intended to replace a gun safety lock, to juxtapose the innocence of childhood with the harsh reality of what can happen when firearms are not securely stored. The names on the bracelets – Ethan, Olivia, and Noah – are representative of actual children who have been tragically affected by unsecured firearms, adding a personal and relatable element to the cause.

LBB> How were these print designs produced? Is this digital art, or photography? Who did you work with to bring it to life?

Chany> We aimed to create a contrast between the dark danger of the guns and the colourful childhood. This contrast evokes a sombre and serious mood while allowing the viewer to immediately recognise the stark reality of the risk that guns can pose, especially to children.

We partnered with one of the best advertising photographers, Ale Burset. He totally got the idea, and he did a wonderful job. The overall aesthetic of these ads is meticulously crafted to support the campaign's message.

LBB> What was your reaction to seeing the completed posters for the first time? And how do you hope people will respond to the pieces?

Chany> Seeing the completed posters was deeply moving; they were powerful, and conveyed the message precisely as intended. Our hope is that they evoke a visceral reaction in others, prompting both emotional engagement and actionable change. We want people to feel compelled to support Ethan's Law and to become advocates for responsible gun ownership.

LBB> This was Archer Troy Miami’s first campaign – what precedents or expectations does it set for the office going forward?

Chany> Launching with our first major campaign from the Miami office, we've set an ambitious benchmark for creative innovation and excellence. This inaugural campaign serves as a clear statement of our commitment to impactful storytelling. We believe that the most memorable and effective campaigns are those that tell a compelling story, one that resonates on a deep emotional level with its audience, driving not just awareness but action.

It establishes a precedent for the level of creativity, innovation, and social impact that we aspire to achieve in all our future endeavours. Through this campaign, we aim to not only set a high standard for ourselves but also inspire others in the industry to prioritise meaningful storytelling and social responsibility in their work.

LBB> What are the current plans for the Miami office? Who is leading the agency in Miami, and what sort of clients and work can we expect to see going forward?

Chany> The Miami office is under my leadership as CCO and partner. Working alongside me is a dedicated team of professionals who share a deep commitment not only to crafting creative and innovative campaigns but also to achieving measurable success and outstanding results for our clients.

Our mission in Miami is to forge strong partnerships with clients who align with our philosophy. We believe in the power of well-crafted campaigns that stand at the intersection of strategic planning, creative innovation, and tangible outcomes. We are passionate about attracting clients who are not just looking for advertising services but are seeking to make a significant impact in their industry. Our ideal partners are those who recognise the value of integrating strategy, creativity, and data-driven results into their marketing efforts. 

Together, we aim to push the boundaries of what's possible, creating campaigns that not only capture attention but also drive real-world success.