It’s the new normal. Schooled in fear. In a 1:45 video, its first work for student-based organization AreWeNext , Charlotte and the organ...
It’s the new normal. Schooled in fear.
In a 1:45 video, its first work for student-based organization AreWeNext, Charlotte and the organization’s first-ever public statement, advertising agency BooneOakley, Charlotte, follows a lone high school student into class, where everyone he sees wears a target on their chest. Slow motion and ominous music set the tone. There are no spoken words. Four title cards appear in the last 15 seconds: “It’s been twenty years since Columbine. And we’re still asking the same question. ARE WE NEXT? Demand change at AreWeNext.org"
The video, created with production company Station Film, Los Angeles, appears on social media and on paid YouTube. View at youtube.com/watch?v=iHSseUjMIUw . It is supported by teasers on YouTube and by hundreds of “target” design tee shirts given away to local high school students, with a free download available for more students to print their own. During the week prior to the 20-year Columbine anniversary (it was April 20, 1999), three “Walk-Ins,” students wearing the “target” tee shirts, were held at Charlotte high schools.
Active shooter drills and lockdowns, unannounced and not revealed as such until afterwards, have now become a part of the high school curriculum. Students describe fear as a part of every school day. AreWeNext is a group of students and parents who believe this is not acceptable, who are done responding to school shootings with thoughts and prayers. They ask viewers to join them in demanding change.
AreWeNext president, Katy Spiecha, is an account director at BooneOakley and the mother of an AreWeNext student member.
BooneOakley is a full service, independent advertising agency, with other clients including Bojangles’, the Charlotte Hornets, Mellow Mushroom, Outer Banks Visitors Bureau, the North Carolina Craft Brewers Guild, Okaloosa County Tourism Board, Dukes Bread and Autobell Car Wash.
Client: AreWeNext.org, Charlotte, N.C.
Agency: BooneOakley, Charlotte
Production Co.: Station Film, Brooklyn, N.Y.
CD: David Oakley
AD: Laura Beebe
CW: Mary Gross
Developer: Sydney Oakley
Project Manager: Heather Nikoncyk
Production co.: Station Film, Brooklyn, N.Y.
Dir.: Scott Corbett
Producer: Caroline Gibney
DP: Mego Lin
Editor: Bob Mori
Composer: Dave Valdez
Sound Design: Dean Hovey
Post: Framestore, New York
Colorist: Beau Leon
VFX: StratoStorm, Los Angeles