Change The Ref

Manuel Oliver, Founder

Alma DDB *Lead Agency

Luis Miguel Messianu, Creative Chairman & CEO
Alvar Sunol, Co-President, CCO
Daniel Correa, Creative Director
Virgilio Flores, Creative Director
Ricardo Chuecos, Associate Creative Director
Yeyo Marquez, VP, Director of Production
Michelle Headley, EVP, Operations
Isaac Mizrahi, Co-President, COO
Angela Rodriguez, SVP, Strategic Insights
Michael Sotelo, VP, Digital Content & Experience

2020 was a crisis year with a silver-lining: gun violence declined. Unfortunately, so did conversations about gun reform. But even a pandemic can’t quiet the NRA, and they saw kids’ favorite holiday as the perfect time to tweet @Santa asking for ammo. Change the Ref decided to create a “Christmas-themed” response to the NRA’s “Christmas-themed” social post, demonstrating the impact of gun violence in America. A groundswell of activists baked 1700 bullet-riddled gingerbread kids, one for each young life lost. News spread across the country, reigniting the anti-gun violence conversation.