Liberty Safe
The Work That Broke the Internet
Services
In 2016, Facebook announced a sweeping ban on all gun and ammunition sales and related promotions within its advertising platform. This policy shift posed a major obstacle for Liberty Safe, a leading national manufacturer of gun safes, whose core products were suddenly restricted from direct promotion on one of the largest digital ad platforms in the world. With traditional messaging off the table, the challenge was clear: how could we effectively market secure firearm storage without violating the new rules? Despite the strict limitations, Liberty Safe still needed to reach their audience, maintain visibility, and drive sales—so we had to move fast and think creatively to find an effective workaround that would not only comply with the platform’s policies but still resonate with their target market.
Faced with a unique creative challenge, promoting Liberty Safe’s products without showing or mentioning firearms, we leaned into smart storytelling and subtle messaging. The result was a bold and hilarious character-driven video that introduced the world to “Randy, the Safe Guy.” By creatively sidestepping restrictions, we delivered a concept that resonated with viewers far beyond the expected audience.
The video exploded online, racking up over 6 million views worldwide and quickly going viral. It was featured on high-traffic platforms like Reddit, Digg, and WorldStar Hip Hop, sparking widespread engagement and even igniting new conversations around gun safety and firearm storage. Viewers were drawn in by the humor and stayed for the cleverly embedded product message, proving that creative boundaries can lead to even greater impact.
The campaign’s massive success earned a Silver ADDY Award from the American Advertising Federation of Chattanooga and turned Randy into an unexpected internet sensation. Riding the wave of popularity, we went on to produce four additional national campaigns for Liberty Safe, each continuing to build on the momentum and expanding Randy’s presence. What began as a workaround to tight content restrictions became a breakout moment that reshaped Liberty Safe’s brand voice and digital presence.
Video Production
Ride the Viral Wave: Be Seen, Be Remembered.
FEATURED ON:
Viral Analytics
Liberty Safe Commercial 1: Facebook Doesn’t Allow Firearms in advertisements
VIEWS
SHARES
ENGAGEMENTS
EARNED MEDIA
LIBERTY SAFE COMMERCIAL 1:
Keep Your Bananas Organized
LIBERTY SAFE COMMERCIAL 2:
Safes Aren’t Just For Men – Women Need Safes Too!
LIBERTY SAFE COMMERCIAL 3:
So Safe, It’s Exhausting
LIBERTY SAFE COMMERCIAL 4:
LOCK UP YOUR GUNS. LOCK UP YOUR MEDICATION.
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