TRANSFORMING POLITICAL APATHY INTO ACTION

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

Following the release of the campaign, the 2017 New Zealand general election saw a remarkable 79.8% turnout from the youth voter age group, the highest since 2005.