Harnessing the power of creativity to enhance democracy in the EU elections

At a time when voter apathy is at a high, Danish creative agency &Co used emotive storytelling to get people to the polling booths for the 2019 European Elections - and we helped.

Never has it been more important for Europeans to vote. But how do you cut through the clutter to deliver that message - and get Europeans voting? This was the challenge Copenhagen creative agency &Co. were presented with by the EU Parliament in the run up to the 2019 European Elections. 

To answer the brief, &Co. created the Choose Your Future campaign, an emotional, three-minute film portraying the intimate - and sometimes terrifying - moments of birth. Showing the real-life births of the next generation of Europeans, shot by master director Frederic Planchon. 

This was a totally different and potentially risky approach for the European Parliament to take - but it’s one that paid off. With over 135 million views, this was the most effective election campaign ever, reversing a two-decade decline in voter turnout - and leading to an 18.6 percent rise, from 43 percent to 51 percent. 

We helped the communication drive with the original PR push and a media tour with the European Parliament and &Co at the Cannes Lions Festival of Creativity. Creative Review covered the launch of the campaign – and Campaign Magazine and LBB interviewed the agency and client in Cannes, with AdForum shooting this video interview.

We also programmed an on-stage interview at OnBrand ‘19 with Eliza Williams, Editor of Creative Review, speaking to Mikael Jørgensen, CEO of &Co and Tanja Rudolf, Communications Advisor from the European Parliament, about how creativity can enhance democracy. Additionally, we collaborated with Mikael to write this op-ed sharing his lessons on how better storytelling can get people to vote, published in Sustainable Brands and Creative Brief.


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