MTV / AdCouncil Vote For Your Life
Small voice,
Big impact.
The design of the campaign was intentionally stark. Launching in the VMA’s, the initial strategy was to stand out against an extremely loud chorus of the boldest sound and visual deluge. How to do that? We started with a little check-in. How are you? The tone begins unassuming and empathetic, but quickly pivots and looks to capitalize on our collective powers of influence. Using the simple typographic executions, we could build a campaign that tackles issues on the fly, responding to the landscape in real time.
Design Language
Using the simple graphic language of the traditional ballot, we created a super easy system that could be used to create content quickly to build a massive footprint for the campaign. The arrow/dot combination quickly implies taking action and also directs viewers attention. Vertical stacking and repetition nodded to the stacking of races and propositions within the ballot. The dot itself becomes a framing device within image and footage-based executions showing who/what/where we’re voting for, and why. Our own stances aside, the simplicity of the system allowed for usage across party-lines
By using drastically simple typographic compositions, we could cut through the noise during the VMA's. The spots were jarringly minimal, and the 3rd person copy style made for an intimate conversation with viewers.
Real-time Response
Using the simple typographic executions, we could build a campaign that tackles issues on the fly, responding to the landscape in real time. With daily developments in social justice, politics, and the pandemic, the simple format allowed us to participate in the conversation in way not typical of broadcast spots.
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