ELECTION CAMPAIGN FOR THE YOUNG

For this grassroots European election campaign we employed reverse-psychology and over-the-top irony. By taking something away from people and declaring that they don’t need it anymore, suddenly, they want it back. The actual campaign message was: personal opinion is too important to let someone else have your say. The fictional Brainless Foundation invited citizens to renounce their voting rights. All people had to do was sign the formal exemption agreement, a pseudo-official document, available free for download on verstandopnul.nl or from bars, clubs, sport houses, schools and universities.

A WINNER!

This sparkling campaign generated a significant buzz and a huge amount of free publicity. It received an ADCN award nomination for best cross media campaign and a London International Advertising Award nomination for the best radio commercials.