Responses by Tom, Dick & Harry Creative.
Background: Gun violence in Chicago is so commonplace that it no longer seems shocking. Instead, we’ve become the nation’s punchline for shootings. It pisses us off, and we designed this campaign to piss off city residents and direct everyone to get involved in finding solutions.
Design thinking: We reinterpreted the meaning behind the iconic Chicago flag. From a prideful symbol celebrating seminal moments in the city’s history to the stain on our image today.
Challenges: Trying to evoke the highest degree of outrage.
New lessons: We initially sought a local politician to get behind this campaign. But we learned most of them were too afraid to be associated with this work, much less trying to solve the problem.
Visual influences: The Chicago flag inspired graphic aesthetics. We placed the Chicago six-pointed star over imagery to mimic a gun blast.
Divergent paths: We would have preferred to shoot original photography, but our lack of budget made using stock images the only option.