I was reading through The Year in Review in Adweek and I
came across this very interesting twist on the pop-up store. Imagine you are a gun buyer and you wander
into a new store with all kinds of weapons and accessories for sale and
prominently displayed on the shelves, racks, and bins. What a find!
As you browse, you notice something interesting. The tags don’t focus on the brand and price
like typical stores. Instead, each weapon has a tag with a list of the mass
shootings, unintentional shootings, homicides, and suicides that the gun was
involved in just that year.
How would you react?
The intention of this store was gun violence awareness, not
gun sales. It was sponsored by an organization called States United to Prevent
Gun Violence. They had a hidden camera
in the store recording the reactions of the customers.
Watch the video. You
will never believe that the customers aren’t actors – their reactions are
precious.
