Electoral Commission

The Electoral Commission asked us to develop a campaign to inform all adults in Britain that there was both a referendum and local elections happening on the same day in May.

This was challenging because we weren't able to focus on the Referendum specifically and we were not explicitly asking people to do anything, just informing. In addition, people had just been brought down with a bang from an unusually exciting general election thanks to the coalition government. To make matters worse, the alternative voting system just isn't sexy. We needed to simplify the problem and we decided to communicate the fact that there would be an information booklet coming through everyone's door to explain the referendum and local elections

Crucially, our idea was simple - this was, after all, the first National Referendum since 1975 and it was a complicated topic. We decided to bring the booklets to life as a flock of birds sweeping across the country and being delivered to every home. The commecial ends with the line 'This May 5th something big is happening'.