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Designers Came Together to Create Fake Bulletproof Kids’ Clothes

 - Mar 26, 2018
References: bulletproofjunior & adweek
Employees from Digitas, Huge, Y&R and 180 L.A. recently participated in creating a fake website selling bulletproof kids’ clothes. The fictional site,, was created to highlight issues in America with guns, but also play off the idea that these products may one day become a reality. The site featured three models of vests, each blending tactical military gear with child-focused designs. The result was something slightly humorous, but also terrifying and darkly satirical.

Each vest on was chosen deliberately to represent the dates of real school shootings and coincide with their respective age groups. The toddler price is $1,214.12, representing Dec. 14, 2012, the day of the Sandy Hook Elementary school shooting. Similarly, the preteen price represents the Sparks Middle School shooting in Nevada and the teen price represents Oct. 24, 2014, the day of the Marysville Pilchuck High School shooting. The site also features a section to enter a zip code, which will then find the closest senator and send them a tweet demanding action on gun control.