WE MAKE VOTING EASY by Leo Burnett Toronto for Elections Ontario

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WE MAKE VOTING EASY

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Industry Business equipment & services, Corporate Image
Media Design & Branding, Case study
Market Canada
Agency Leo Burnett Toronto
Creative Director Shirley Ward-Taggart, Lisa Greenberg
Art Director David Federico, Ron Cueto, Scott Leder, Mike Morelli, Brendan Good, Matthew Kenney
Copywriter Josh Rachlis, Morgan Kurchak, Len Preskow, Joy Panday
Designer Scott Leder, Kimberley Pereira, Tracy Ma, Jeff Watkins
Producer Jacqueline Bellmore
Photographer Jesse Senko
Illustrator Chris Duchaine, James Joyce, Kimberley Pereira
Released April 2012

Awards

Kinsale Shark Advertising Festival 2012
DESIGN IDENTITY BRANDING BRONZE

Credits & Description

Category: Charities & Not For Profit
Advertiser: ELECTIONS ONTARIO
Product/Service: ELECTIONS ONTARIO
Agency: LEO BURNETT TORONTO
Chief Creative Officer/Creative Director: Judy John (Leo Burnett Toronto)
Creative Director: Lisa Greenberg/Shirley Ward-Taggart (Leo Burnett Toronto)
Copywriter: Morgan Kurchak/Josh Rachlis/Len Preskow/Joy Panday (Leo Burnett Toronto)
Art Director: David Federico/Scott Leder/Mike Morelli/Matthew Kenney/Ron Cueto/Brendan Good (Leo Burnett Toronto)
Designer: Scott Leder/Chris Duchaine/Kimberley Pereira/Jeff Watkins/Tracy Ma (Leo Burnett Toronto)
Illustrator: Chris Duchaine/Kimberley Pereira/James Joyce (Leo Burnett Toronto)
Photographer: Jesse Senko
Producer: Jacqueline Bellmore (Leo Burnett Toronto)
Director Of Creative Technologies: Felix Wardene (Leo Burnett Toronto)
Web/Flash Developer: Jacqueline Adediji (Leo Burnett Toronto)
Developer: Matthew Rependa (Leo Burnett Toronto)
Group Account Director: David Buckspan (Leo Burnett Toronto)
Account Executive: Danielle Iozzo/Tara Collins (Leo Burnett Toronto)
Planner: Brent Nelsen (Leo Burnett Toronto)
Project Manager: Cimmeron Kirk/Kenneth Hor (Leo Burnett Toronto)
Media placement: n/a - n/a - n/a

Describe the brief from the client
Elections Ontario’s sole responsibility is to help the people of Ontario vote in Ontario’s provincial election. Our sole responsibility was to help them do that.

Describe the challenges and key objectives
Our goal was not to tell people why to vote, but to tell them what, where, and how to vote. We were not going to be measured in how many people turned out to vote, but on whether people understood how to vote, and whether they thought Elections Ontario had made the experience accessible to them.

Describe how you arrived at the final design
We created a new mission for Elections Ontario. Make voting easy. This served as a benchmark for assessing everything we did. We redesigned everything from the voting handbooks and information guides, to voter information cards, so they were easy to read in any medium and at distance. We limited palate to black plus one colour, and selected a colour that was easy to see and easy identify to identify as Elections Ontario and not a political party. We extended the ethos to way finding markers, Election Day signage and ballot materials. Design cues from these materials influenced television, OOH and apiece called the householder that was distributed to every household in Ontario.

Give some indication of how successful the outcome was in the market
Research conducted after the election showed the campaign made considerable progress on our goals: 78% believed voting was an easier process, and 75% were aware of multiple ways to vote and there was a dramatic +38% increase in advance voting versus the previous election.