Vancouver Votes

  • Campaigns
  • Video
With complex and challenging issues facing the city leading up to the election, the City of Vancouver election office was in need of an agency to effectively raise awareness of the election and encourage primary audiences to seek out more information.

The concept needed to be nonpartisan, fresh, relevant, and attention-getting that would apply across multiple communications channels and strongly anchor the paid advertising strategy.
They required a flexible program including a suite of headings that could be applied to different communications materials depending on audience or campaign phase.

Facing complex issues leading up to the election, the City of Vancouver election office was in need of an agency to raise awareness. The concept needed to be nonpartisan, fresh, and relevant, while applying to multiple communications channels. This flexible program required a suite of headlines that could be applied to different materials depending on the audience or campaign phase. We developed the “Playbook” – a document explaining the creative and suggested approaches for implementing it. Production of the campaign was done at the City, so the extensive guidelines and templates made production fast and efficient for their staff. We also created videos explaining the election and the structure of elected officials at City Hall.

Our Approach

Ion developed a scheme based loosely on the brand from the previous election in 2014. We simplified the banner design and added colour to invigorate the system. Our approach was to directly address citizens with engaging portraits and a flexible headline treatment shown below.

We developed the “Playbook” – a document explaining the creative concept’s application and suggested approaches for implementing it across various marketing channels. All production of this campaign was done in-house at the City, so the extensive guidelines and templates made production fast and efficient for their staff. Ion art directed the city photographer to shoot portraits of people in city environments – a collection of images that show the breadth of citizens appropriate to evoke the campaign concept in all materials.

In addition to the playbook, we developed a series of animated videos explaining the election process and the structure of elected officials at City Hall.

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