Sandy Hook Promise's "Back to School Essentials" From BBDO NY Wins Clio's 1st Storytelling for Good Award
A scene from Sandy Hook Promise's "Back to School Essentials."
  • PARK CITY, Utah
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The inaugural Clio Storytelling for Good Award was bestowed upon BBDO New York for its “Back to School Essentials” film for Sandy Hook Promise. The presentation of the award was made by Clio and the Brand Storytelling organization during an event on Thursday (1/23) at the Sundance Film Festival in Park City.

Directed by Henry-Alex Rubin of SMUGGLER, “Back to School Essentials” starts off as a familiar back-to-school ad but slowly unfolds to highlight students using everyday back-to-school items to survive a shooting, shedding light on what’s become a fearful, gruesome reality. The  PSA was an instant success, having received 26 million views within the first 24 hours of its release.

The Storytelling for Good Award celebrates branded entertainment and content that promotes or creates awareness for a cause, foundation, organization and/or political or social issue.

Jurors were tasked with choosing from a pool of entries that ranged from a long-form documentary about heroic nurses in the early days of the AIDS epidemic to a series of Instagram stories created to educate a new generation about the Holocaust.

Nicole Purcell, president of Clio, said, “We’ve seen a substantial increase in purpose-driven branded entertainment and marketing entries at The Clio Awards and we really wanted to find a way to celebrate this meaningful work in front of the community of people that specialize in creating it. The success of BBDO New York’s campaign goes to show that when you take a creative approach to even the most difficult stories, you can capture millions of people’s attention and--hopefully--do some real good.”

Peter Alsante, sr. creative director at BBDO NY, said, “We know that worrying about school shootings and lockdown drills has sadly become part of the back-to-school tradition for many in the U.S.” Bianca Guimaraes, VP, creative director, BBDO NY, added, “We wanted to encourage people to reject this as the ‘new normal’ by showing them that gun violence is preventable.”


Client Sandy Hook Promise Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Peter Alsante, SVP, sr. creative director; Bianca Guimaraes, VP, creative director; Jim Connolly, Gary Toit, associate creative directors/copywriters; Lance Vining, associate creative director/art director; David Rolfe, director of integrated production; Alex Gianni, VP, group executive producer; Molly Ross, associate producer; Julia Millison, music producer; Michael Schonfeld, brand strategist. Production Smuggler Henry-Alex Rubin, director; Drew Santarsiero, exec producer; Patrick Milling-Smith, Brian Carmody, co-founders; Lead Allina, line producer; Autumn Durald Arkapaw, DP. Editorial NO6 Edit Jason Macdonald, editor; Corina Dennison, managing director; Laura Molinaro, sr. producer; Renn Cheale, assistant editor. Color Company 3 Tim Masick, colorist; Alexandra Lubrano, producer. Conform/VFX/Finishing NO6 Edit Ed Skupeen, conform artist; Mark Reyes, Flame assist. Graphic Design NO6 Edit David Gerber, GFX; Laura Molinaro, producer. Music JSM Joel Simon, CEO/CCO, composer; Jeff Fiorello, exec producer; Jason Krebs, composer; Norm Felker, Andrew Manning, producers; Nathan Kil, sound designer. Audio Mix Heard City Jeremy Siegel, Keith Reynaud, Evan Mangiamele, Elizabeth McClanahan, engineers; Gloria Pitagorsky, managing partner; Jackie James, Sasha Awn, exec producers; Andi Lewis, producer; Evan Mangiamele, Jeremy Siegel, Keith Reynaud, sound designers; Tom Morris, Seth Brogdon, Evan Anderson, Ronnie Stapleton, assistant audio engineers. Casting Doreen Frumkin


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