Reverse the trend
Voter turnout has been steadily declining in Quebec since 1976.
This disturbing fact served as a creative jumping-off point. So using a mix of the absurd and self-deprecating humour, we developed a campaign that came at an old problem from a new angle and got people talking. Basically to reverse the trend of waning voter turnout, we used reverse psychology.
Services
Content & influenceIndustries
Public sectorThe beauty of doing the opposite of traditional campaigns was that each initiative became so remarkable that it was impossible to ignore our message.
“Rather than having signage in the real world, we did it in the metaverse.”
Anne-Claude Chénier, Chief Creative Officer, Cossette East
“People are less and less likely to vote. So to turn the tide, we had to turn away from the usual way of doing things.” And we did so everywhere: TV, radio, signage, podcasts, influencer marketing, Facebook, Instagram and TikTok to reach the general public, with the core target being people aged 18–44, who vote less than the average.
Credits
Client :
Élections Québec
Creative :
Anne-Claude Chénier, Richard Rochette-Villeneuve, Sébastien Forget, Nadine El-Whidi, Fabrice Poirier, Nicolas Baillargeon, Jasmin Brochu, Guillaume St-Hilaire, Camille Forget
Strategy :
Marie Vaillancourt, Hugo Fournier, Valérie Labonté-Côté, Nicole Laplante, Léa Breton, Amélie Lemieux, Alec Blondin-Stewart, Émilie Loignon, Lynda Dufour, Marylee Lavoie, anny Laurin, Annie Robitaille, Francesca Jacob-Thibault, William Savard,
Production :
Nova Film, Circonflex, Studio Nord Est