Creative Work of the Week: Publicis Russia social experiment makes gun enthusiasts think twice

Creative Works

Publicis Russia’s social experiment has won over The Drum readers to be crowned European Creative Work of the Week.

Looking to discover if people were responsible to own guns without any gun control, the experiment ran via the website Following a fast registration process, those who visited the site were given a number and after waiting in line were given control of a robotized rifle which could be controlled remotely.

Closing down a small city square for a day, the experiment saw someone ‘killed’ if/when the person in charge of the rifle hit the trigger.

Out of 254 shooters one in 27 took the shot with most of the shooters being real gun owner. However, they were shocked when they believed they had killed someone for real. The majority fed back that they would now think twice before taking a gun in their hands.

To vote for next week’s Creative Work of the Week check out our latest round-up. You can submit work for consideration using our online form.

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

All by Gillian