The lost class-Change the ref

3,044 students from the high school class of 2021 will never get their chance to graduate because they were killed by guns.

So, with Change The Ref, we put on a graduation ceremony to memorialize what should be their graduation day. And invited the former President of the NRA to give a speech. And he did.

Credits:

Agency: Leo Burnett Chicago

Global CCO: Liz Taylor

ECD: Sam Shepherd

ACDs: Matt Turnier, Jason LaFlore

Designer: Kyle Poff

AD: Sofia Gahn

Jr. CW: Kelley Barrett

Jr. AD: Katie DiNardo

Awards:

Clio Awards 2022 - Agency of the Year - Leo Burnett Chicago

Clio Awards 2022 - Advertiser of the Year - Change the Ref

Clio Awards 2022 - Silver - Public Relations - Special Event/Activation - Gerry’s Partisan Pizza, RepresentUs

Clio Awards 2022 - Bronze - Integrated Campaign - Public Service - Gerry’s Partisan Pizza, RepresentUs

Clio Awards 2022 - Grand Clio - Experience/Activation - The Lost Class, Change the Ref

Clio Awards 2022 - Grand Clio - Integrated Campaign - The Lost Class, Change the Ref

Clio Awards 2022 - Grand Clio - Direct - The Lost Class, Change the Ref

Clio Awards 2022 - Grand Clio - Print - The Lost Class, Change the Ref

Clio Awards 2022 - Gold - Creative Use of Data - The Lost Class, Change the Ref

Clio Awards 2022 - Gold - Design - Spatial Design - The Lost Class, Change the Ref

Clio Awards 2022 - Gold - Design Craft - The Lost Class, Change the Ref

Clio Awards 2022 - Gold - Direct - Experience/Activation - The Lost Class, Change the Ref

Clio Awards 2022 - Gold - Experience/Activation - The Lost Class, Change the Ref

Clio Awards 2022 - Gold - Out of Home - Ambient - The Lost Class, Change the Ref

Clio Awards 2022 - Gold - Public Relations - Cause Related - The Lost Class, Change the Ref

Clio Awards 2022 - Gold - Public Relations - Public Affairs - The Lost Class, Change the Ref

Clio Awards 2022 - Gold - Public Relations - Self Promotion - The Lost Class, Change the Ref

Clio Awards 2022 - Silver - Design - Posters - The Lost Class, Change the Ref

Clio Awards 2022 - Silver - Design Craft - Image Creation - The Lost Class, Change the Ref

Clio Awards 2022 - Silver - Film Craft (Direction) - The Lost Class, Change the Ref

Clio Awards 2022 - Bronze - Out of Home - Poster - The Lost Class, Change the Ref

Clio Awards 2022 - Bronze - Print and Out of Home Craft - Art Direction - The Lost Class, Change the Ref

Clio Awards 2022 - Bronze - Print and Out of Home Craft - Photography - The Lost Class, Change the Ref

Clio Awards 2022 - Bronze - Social Media - Multi-Platform - The Lost Class, Change the Ref

Clio Awards 2022 - Bronze - Social Media - Social Video - The Lost Class, Change the Ref

The International ANDY Awards 2022 - GRAND PRIX, BRAVERY

The International ANDY Awards 2022 - GRAND PRIX, SOCIAL GOOD

The International ANDY Awards 2022 - GOLD, IDEA

The International ANDY Awards 2022 - GOLD, CRAFT

The International ANDY Awards 2022 - GOLD, RESET

AdAge Creativity Awards 2022 - Best Work For Good: Pro Bono/Non-Profit - The Lost Class, Change the Ref

The Webby Awards 2022 - Advertising, Media & PR - Best Use of Earned Media -

The Webby Awards 2022 - Advertising, Media & PR - Best Video Campaign

The Webby Awards 2022 - Advertising, Media & PR - Best Cause Related Campaign (PR)

The Webby Awards 2022 - People’s Voice Winner - Advertising, Media & PR - Best Cause Related Campaign (PR)

The Webby Awards 2022 - People’s Voice Winner - Social - Public Service and Activism (Series and Campaigns)