• by Amy Corr , May 10, 2017

Publicis Russia launched a disturbing Web site called webrifle.org to test gun enthusiasts with the option to "kill" people online. The site allowed users to control a robotized rifle with a mouse or touchpad. In its line of sight were regular folks enjoying a wintry day.

Would you pull the trigger? Out of 254 shooters, every 27th person did so, hence the name of the campaign, "Every 27th." Of course, no one was killed. The victims were actors and fake blood was attached to the actor's bodies using a contrast-tracking API.

The social experiment wanted to test people to see if they were responsible to own guns sans gun control. There was also a live chat where shooters could see people's reactions. Imagine their shock to think they actually killed someone.