“Exciting and inspiring young people in today's political environment is no easy task. Apartment One crafted an incredibly powerful campaign and through their creativity, vision and commitment are enabling us to continue motivating a new generation of citizens.”
Chrissy Faessen, VP Marketing & Communications, Rock the Vote
We teamed up with Rock the Vote and Simon Isaacs to develop the brand and creative for the “We Will” campaign, one of the largest non-partisan youth voter campaigns in history. With Rock the Vote’s goal of registering 1.5 million voters and engaging millions to turn out this November – we created a compelling and engaging campaign that empowers youth to make their voice heard in the coming election.
As voting rights are under attack in states across the country, the We Will campaign is aggressively optimistic, highlighting the war on voting, while reminding young people of their collective power. The campaign combines messages such as “they want us to keep silent, we will be heard,” and “they want us to back down, we will be brave” with raw, youthful photography and hand-drawn graphical elements, to illustrate the voice of the people and create a visual dialogue between “they” and “we”. The campaign visuals were kept minimal in color and graphics to hero the They/We messaging. We were inspired by trends in youth activism and branding to build a campaign that reflected the vision behind We Will, stayed true to Rock the Vote’s mission, and could be shared virally.
In addition to the brand and campaign assets, we developed the creative for one of the largest ever digital outdoor campaigns with over 1 billion impressions. We also created an iPad app where young people have the opportunity to make the campaign their own by choosing a “We Will” statement and posting it alongside a picture of themselves. To support Rock the Vote’s 2012 cross-country college Road Trip bus tour, we designed “We Will Vote” pledge cards, t-shirts, pins and stickers. With a compelling brand in place, Rock the Vote and TaskForce brought together a dynamic set of best-in-class youth marketing agencies to get involved in the campaign including The Pvblic Foundation and The Judge Group (outdoor), BMF Media (events), Team Epiphany (social media), Cobra Snake (photography), and many others.