How We Made: Generation Lockdown with March For Our Lives and McCann New York

Marketing production agency Tag is a proud supporter of The Immortal Awards. Over the upcoming months, as part of the sponsorship of the Immortal Awards content channel, this series will explore the creative excellence behind the Immortal winning projects from the competition’s first few years, as told by the brands and agencies that made them.

Next up in the series, March For Our Lives' social media manager, Matthew Hogenmiller, and McCann New York's creative director duo, Alex Little and Karsten Jurkschat, plus producer, Gabrielle Levy, talk to The Immortal Awards’ Paul Monan about Generation Lockdown, an Immortal winner in 2019.

The campaign was a stark reminder of gun violence in US schools, showcasing the reality that 95% of American students are trained on how to survive an active school shooter. Bringing shooter drills out of the classroom and into the conversation of the people who need to solve the mass shooting epidemic, the team behind the project explore the challenges and intricacies they faced on the path to creative immortality.