Challenge
We partnered with POW Germany on a social campaign in the run up to the 2021 elections, encouraging people to think ‘green’ when they voted. POW knew their audience well; young, adventurous and passionate about the planet. They wanted to communicate to this audience that voting isn’t just about securing the serious stuff, it’s also about protecting the exciting parts of life too.
Process
Brainstorming led us to two phrases, ‘stain paper not the planet’, and ‘make a mark’. These taglines spoke to the humour of our audience, their punchy attitude when it comes to tradition, and of course to their passion for protecting the environments they love.
Solution:
X marks the spot. We took the symbol ‘x’ that is used on voting cards, and created fun, playful, messy and exciting graphics to make the voting process more accessible and exciting to a younger, adventurous demographic. Combining these punchy visuals with infographics, statistics and informational copy meant that we hit a balance; the campaign was eye-catching, giving reason to pause in a sea of scrollers, but it didn’t simplify the message into ignorance.
