Project
Federal Election
Year
2022
Client
Australian Greens
Services
Strategy, Advertising, Copywriting, Production, Design
Overview
Nick was tasked with creating a national ad campaign that communicated a clear and unique value proposition to voters. Working with the party’s research team to identify the proposition, the ads were rigorously tested before being produced. The final ad campaign highlights the fact that the Greens are the only party that do not accept corporate donations.
The campaign was built on the brand platform created by Nick for the party in 2021.
Results
A Greenslide! A historic election result for the Greens. 3 new lower house MPs and 4 new Senators were elected across the country, with all MPs up for election re-elected. The Greens landed in the balance of power in the Senate and have been instrumental in pushing progressive reforms within the 47th Parliament.
Climate Emergency Ad
The national, “voter choice” messaging was adapted into state-specific ads that complemented the national ads. This ensured that voters were being presented with imagery specific to their state.
Richmond
NSW
QLD
CHANGECRAFT Creative Director Nicholas Carlton worked with the campaign teams in key seats to create ads that featured the local Greens candidate. These ads were important tools for the campaigns to increase their candidate recognition within their electorates. The ads were unified with the look and feel of the national ads, so that all campaign collateral felt cohesive to voters who were being presented a mix of national and local ads within a single media buy.
Over 500+ ads created across print, OOH, TV, radio and digital.
Federal Election