Canada

2018

perfume/Cardboard Box/IV Line/Jenga

Entrant Company

Captus Advertising Ltd

Category

INTEGRATED MARKETING

Client's Name

British Columbia New Democratic Party

Sub-Category

Political

In the 2017 Provincial Election, British Columbia’s New Democratic Party (BC NDP) in Canada wanted to beat the BC Liberals Party. They know the ethnic votes were crucial. They needed to win more votes from the Chinese, South Asian, Korean and the Filipinos to win the election. This seemed like a tall order when the BC Liberals had been in power for 16 years. They focused on delivering the core message that BC Liberals Party and their leader Christy Clark are not fit to govern. Not only that they were being investigated by the police for shady corporation donations just before the election, they also cut healthcare funding and ignore housing problems which led to many people in the province of British Columbia to suffer. The tagline “Christy Clark. Not working for you” summed up the whole campaign. The result is BC NDP won the election, the party also made history by winning more seats in the legislature with a strong presence of Chinese and South Asian MLAs than ever before.

Credits

George Kan
Ian Bray
Jacky Phua
Selina Lam
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