Battle to the ’Hive

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J Walter Thompson, with youth media channel Vice and digital strategy agency Heyday have collaborated to gamify politics with a campaign designed to persuade young Kiwis to vote. Currently, only one-third of 18 to 24-year-old citizens not even enrolled.

The result of their collaborative campaign is a Street Fighter-style online game called Battle to the Beehive.

JWT ECD Justin Barnes said the partners sought creative cut-through to reach disengaged youth voters.

He declined to supply a credits list. “We always prefer to give credits for the wider team responsible,” he told M+AD. “The game was conceived and executed by JWT Auckland and developed and built by Heyday in Wellington.

“The client was Vice NZ.”

The soundtrack at the game website features a swirling rock’n’roll rendition of Tiakina e Aotearoa atua/God Defend New Zealand, and outstanding caricature work. Barnes did not directly identify the musicians.

Battle to the Beehive will be live until election day, with support through digital out-of-home, digital display, social media, and eDM marketing.


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