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To promote gun control, the creatives at Publicis Russia wanted to see what would happen if they put firearms in the hands of everyone. So, they made an online simulation that let anyone aim and shoot what they were told was a real gun at a courtyard full of people.
The agency let users take turns playing with the gun via a website. The people milling about on the screen were actors. If any of the remote snipers chose to pull the trigger, the actor in question would drop (on an operator’s cue), and the “gun”—actually just a special camera—would mark them with fake digital blood on viewers screens.
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