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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