Well, three creatives from McCann New York, saw the FaceApp as an opportunity to call attention to a serious issue. They used the app to launch a campaign called #ItsGettingOld. It was used to make a visual statement about the impact of police brutality and gun violence. The #ItsGettingOld campaign honours victims of police brutality and gun violence.
About the Its #ItsGettingOld Campaign
Like it said earlier the #ItsGettingOld campaign honours victims of police brutality and gun violence by using the FaceApp to make a visual statement. The creatives involved in the campaign include Emely Perez who is a senior designer at McCann New York. She was the creative who came up with the initial idea. She connected with the VP and creative director Gabrielle Shirdan and freelance creative director Dabo Cher to bring the campaign to life.
The #ItsGettingOld campaign lives on Instagram and they used pictures of some victims of police brutality and gun violence who sparked public outrage. Victims like Trayvon Martin, Philando Castile, Sandra Bland, Eric Garner and many more. They aged each of the victims using the FaceApp. This is to show what they would have looked like if their lives were not cut short. The campaign also includes a brief summary of the news article explaining how each person was killed.
The Creatives for McCann Speak about the Campaign
Emily Perez a senior designer at McCann New York who thought of the idea for the campaign spoke about the campaign. She talked about how the team wanted to use the technology available in the app to make a visual statement by showing the impossible. The impossible being the images of the older versions of these victims. Perez mentioned that though it is heartbreaking to see the campaign, their goal is to get as many people to see this as possible because they feel it is necessary.
Emily Perez and Gabrielle Shirdan spoke to Ad Week about the campaign in an interview. To read more about what inspired them and the goal of the campaign. Please click here.