The European Elections 2024 were to be held in the context of two wars, a rise in political extremism, and a global decline in freedoms and democracy.
Together with The European Parliament, we needed to create a campaign that could raise awareness about the importance of democracy and voting across all 27 member states of the European Union. The campaign had to engage voters by sparking conversations and maximizing visibility through earned media.
The question was how to create a campaign that addresses politically sensitive issues, can be approved in a political organization, and ultimately mobilizes Europeans to vote, regardless of their political beliefs?
The Solution
The campaign is built on the insight, that democracy is a collective responsibility – not towards a political idea or a specific cause – but towards each other. And collective responsibilities are not a burden to bear. We just need to be reminded of who we do it for.
To remind Europeans, we tapped into our collective past, present, and future through the intimate relationship between grandparents and grandchildren – and as a viewer we become a secondary recipient of the advice that the grandparents pass on to the next generation.
The four minute centerpiece of the campaign told an emotionally engaging story and made it possible for the idea to cross into various channels and media.
