TRANSFORMING POLITICAL APATHY INTO ACTION

New Zealand’s youth don’t normally care much for politics, let alone voting. So, to engage them ahead of a major general election, we partnered with VICE to create an election-themed video game, transforming the country’s political leaders into arcade fighters. The experiential, social and OOH campaign helped drive record youth voter turnout, and may have even helped elect New Zealand’s youngest-ever prime minister.

The campaign helped drive youth voter turnout to 79.8%, the highest level in over a decade.