» Client: The Ad Council
» Job: Create a national public service advertising campaign for The Federal Voting Assistance Program that will increase voter turnout among 18- to 24-year-olds for the Nov. 7 midterm elections.
» Agency: WestWayne, with offices in Atlanta and Tampa
» Theme: “If you’re not voting, then who are you electing?”
The non-partisan campaign was designed to show young voters the consequences of skipping election day. This is the first campaign WestWayne has done for The Ad Council that specifically focuses on the midterm elections and young voters.
“We all know about the presidential elections, but [many people] generally blow off the midterm elections,” said Dave Damman, senior vice president and creative director for WestWayne. “But those are the elections that affect you more locally.”
» The Concept: Using a tongue-in-cheek premise, WestWayne’s campaign is centered around a mock election that features “candidates” such as Spoiled Yappy Dog, Someone’s Teddy Bear and Bag of Leaves.
The candidates each have their own television campaign spots that are modeled after traditional campaign ads, but then veer off whenthe candidate is introduced. The spots are intended to pique viewers’ curiosity and drive them to the Web site, www.payattention.org, where they can read more about the candidates — Bag of Leaves, for instance, supported a proposed law that would ban all leaf blowers — and register to vote.
» The Plan: The public service announcements, which launched on July 11, are running on multiple networks. Since the ad space is donated, WestWayne and the Ad Council don’t get to choose when and where the ads will run, but the hope is they will run near other campaign ads.
“You’re going to have more of a reaction to it if it’s mixed in [with other candidate ads],” Damman said. “It’s only going to make it look more ridiculous.” The campaign also includes radio and print components, as well as guerilla-style marketing. For example, the agency posted campaign posters for the candidates on campuses and residential lawns.
» Creative Team: For WestWayne – Scott Sheinberg (Chief Creative Officer), Bobby Pearce (Executive Creative Director), Dave Damman (Creative Director), Matt Heck (Art Director), Jackie Lee (Copywriter), Kelly Kisell and Connie Newberry (Producers), Will Thomasan and Anne Muller (Account Executives); For Shadowlight Pictures – Jim Issa (Director), Jordan McMonagle (Director of Photography), Richard Sampson and Pamela Peacock (Producers), Megan Davidson (Production Manager).
For Schnitt Edit – Charley Schwartz (editor), Jill Asp (Producer), Adam Celt and Sean Hall (Graphics for Crash & Sue’s)
» Ages: Late 20s to 40
» Background: WestWayne is one of the largest independent advertising agencies in the nation. At 80 years old, WestWayne has orchestrated campaigns for such clients as Marriott International, the Orlando/Orange County Convention & Visitors Bureau, Inc. and the Atlanta Symphony Orchestra.
» Working on Next: Ongoing campaigns for Bell South and Southeast Toyota Distributors
