liberty
safe
liberty
safe
Confident man in a blue polka dot shirt outside Liberty Safe's building entrance, showcasing decorative window symbols.A man in a blue patterned shirt gestures in a festive setting, representing Liberty Safe's engaging marketing campaign.
Image of 'WINNER AMERICAN ADVERTISING AWARDS' text highlighting Liberty Safe's success in innovative advertising.

Facebook Doesn't Allow
Firearms in Advertisements. Sooo...

The challenge

In 2016, Facebook announced it was banning the sale and promotion of all guns and ammunition on the social media platform. This posed a significant challenge for Liberty Safes, a national gun safe company, to effectively promote their products online. Despite the restrictions, our client still needed an outlet to sell and promote their products online and we had to find a solution... quick!

Stylized character design for Brewski beer branding, featuring unique clothing and abstract shapes in summer colors.Liberty Safe's marketing strategies for gun safes amid advertising restrictions, highlighting innovative approaches.

Solution

Working around the parameters of “no images and mention of firearms,” we creatively censored and suggestively bypassed Facebook’s ban resulting in a massive viral hit with over 6 million global views.

The video was featured on websites such as Reddit, Digg, World Star Hip Hop and created a new dialogue about gun control and the stigma associated with the issue.
The success of the campaign also landed us an Addy Award and a new celebrity in “Randy, the Safe Guy!”

Keeping the fire of the hype going from our original campaign, we produced 4 additional campaigns for Liberty Safe that also gained nationwide popularity.

View the other Liberty Safe Campaigns below.
 
Liberty Safe smartphone advertisement showcasing marketing metrics and social media interactions on firearm safety.Liberty Safe commercial with a person in a safe, displaying social media metrics and firearm ad restrictions.
Bold "CAMPAIGNS" text on light pastel green background, showcasing Liberty Safe's innovative marketing for gun safes.Bold "CAMPAIGNS" text on light green background, highlighting Liberty Safe's innovative gun safety advertising strategies.
LIBERTY SAFE COMMERCIAL 1:
LIBERTY SAFE COMMERCIAL 2:
LIBERTY SAFE COMMERCIAL 3:
LIBERTY SAFE COMMERCIAL 4:
 
Image of Spectruss's Passageways Sketch showcasing creative urban space designs with AIA Tennessee collaboration.

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Sketch of urban space from the Passageways project by Spectruss showcasing design concepts for community outreach.
Minimalist logo design for Spectruss with central letter "S" and dynamic arrows, showcasing digital marketing expertise.

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