United Sense of America — The Fawn By American Haiku (Violent)

Warning: The video above contains violent imagery and may be upsetting to some viewers.

Another school shooting, another PSA calling for sensible gun laws. The video above, however, differs from the standard playbook in a few respects—first, in its simple and brutal vision, and second, in targeting an audience of hunters who might actually have some sway in pushing forward some sort of legislative action on guns.

The film was created for advocacy group United Sense of America by Smuggler, The Mill and American Haiku and written by the latter’s executive creative director, Thom Glover. It was directed by the duo rubberband. Austin agency Preacher is handling some strategy work on the campaign. The message is as resonant as ever following the recent events in Georgia.

Client: United Sense of America
Agency: American Haiku
ECD & Partner: Thom Glover

Agency: Preacher
Partners: Seth Gaffney, Rob Baird & Krystle Loyland