Instrument of Hope by Publicis New York
The Instrument of Hope, a trumpet crafted of bullet casings by survivors of the 2018 Parkland school shooting, is on a cross-country tour with famed musicians to revitalize the conversation around gun violence. The trumpet is a project of students at Marjory Stoneman Douglas High School, ShineMSD and Publicis New York.
ShineMSD is a non-profit organization founded in the aftermath of the shooting, which uses the arts to promote healing for the Parkland community.
The trumpet began its “tour” in Oakland, California, on February 19, 2019. The trumpet has since been played by Big Bad Voodoo Daddy, Keyon Harrold, and Brian Newman in New York City and Las Vegas at The Cosmopolitan. Glen Friedman performed The National Anthem on the trumpet April 3 to open the Miami Heat vs Boston Celtics basketball game. The latest performance was on April 6 by Amos Lee at the Met Philadelphia. There is no formal schedule for the tour. The goal is that the trumpet will be passed from artist-to-artist for the foreseeable future. When the tour does sunset, the Instrument of Hope will find a permanent home at the ShineMSD organization in Parkland, Florida.
ShineMSD students previously wrote and performed an original song on CNN in 2018, but a year later they believe discussions about gun violence have begun to fade. Working with students, their parents, and famed instrument maker Josh Landress in New York City, ShineMSD created the trumpet earlier this year. ShineMSD collaborated with leading advertising agency Publicis New York to bring the Instrument of Hope creative initiative to life.
ShineMSD is hoping more artists volunteer to help spread the word of gun violence by incorporating Instrument of Hope performances in their concert and tour schedules. ShineMSD students have used social media to engage with followers of artists who have featured the trumpet to date, spreading the message that the arts can heal, and we all have a stage on which we can support a message. The public can help promote the trumpet and the message by using the hashtag #InstrumentOfHope, requesting the trumpet from instrumentofhope.org, or by interacting with their favorite bands that play the trumpet during concerts.
Campaign Title: Instrument of Hope
Agency: Publicis New York
Chief Creative Officer: Andy Bird
Executive Creative Director: Matt McKay
Creative Directors: Justin Via, Daniel Massih, Josh Horn
Associate Creative Director: Fabio Ozorio
Copywriter: Chris Wilson
Art Director: Eduardo “Dudu” Gomes
Creative Director of Design: Patrik Bolecek
Designer: Halli Rosin, Elizabeth Kenney, Spencer Chan
Strategy Director: Emily Canan
Music Producer: Rachel Rauch
Executive Producer, Production: Lauren Schneidmuller
Director, Program Management: Anna Fung
Senior Program Manager: Ron Jervis
Program Manager: James Cloughen
Senior Brand Logistics Manager: Rich Gladis
Platform Developer: Don Wang
Project Coordinator: Melanie Jarcaig
Director of Technology: Carlos Batista
Quality Assurance Analyst: Nidhi Murthy
Interactive Developer: Don Bui
Experience Designer: Shannon Andeel
Account Supervisor: Ayesha Khara
Photographers: John Tyler Donathan, Tiago Chediak
Videographers: Dexter Brierley, Joe Fusco, Tom Van Scoyoc, David Dougherty
Editorial /Production Company: Nice Pixels
Editor: Marc Lagana, Kevin Curran
Post Production Director: Elisa Gougoux
Producer: Kathryn Lemke, Maria Marmol
Audio Record & Mix: Nice Pixels
Sound Design: Nice Pixels
Janice Snook, janice & associates pr