Change the Ref: Wrong Candidates

Silver Award

Wrong Candidates

Change the Ref

United States

2025

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Greg Abbott...

Nikki Haley...

Rick Perry...

Rick Scott...

Entrant Company

alma DDB

Program

Clio Health 2025

Advertiser Category

Health Awareness & Advocacy

Medium

Print & Out of Home Craft

Category

Art Direction

Change the Ref’s (CTR) goal is to promote better gun safety laws in the U.S., using provocative advertising techniques. As the U.S. was facing a critical election year, the brand wanted to leverage the heightened public awareness to call out some of the most well-known offenders who oppose proper gun safety measures. To do this, CTR gathered published images of politicians posing with assault rifles and holding them as if they were shooting. They were then connected with other images from the same newspaper, this time of mass shootings that took place in their district during the politicians’ time in office. The campaign targeted papers in traditionally conservative states with higher gun violence rates.

All 2025 Winners

Executions

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