Whatever the reason behind these shootings, shooters rarely think about the consequences of the bullets they fire. The goal of our campaign was to raise awareness and decrease the number of incidents involving celebratory gunfire. So, we decided to face our target group with the consequences and let them know that no bullet vanishes in space.
The videos we produced were short, but very powerful and depicted everyday scenes where people are just doing ordinary things and they get hit by a stray bullet. We spiced things up with some simple, yet effective ideas such as web banners, apparel, stickers and AR filters all with the same “bullet hole” visual to demonstrate that every bullet has a target. We wrapped everything up with an exhibition showing real media titles about damage caused by stray bullets.