‘Nuanced’ Saatchi campaign tackles non-voters

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Saatchi & Saatchi and the Electoral Commission have launched a campaign to answer the large number of non-voters who say they don’t feel like their vote is worth anything.

“How many hundreds of millions of people from around our troubled world would give anything to be a Kiwi with a say in our way of life?” asked Saatchi ECD Antonio Navas. “Yet, try pressing that message onto non-voters and they’ll turn their backs even more.

“We’ve taken a subtle, nuanced approach into a very complex territory, empowering all Kiwis to use the power they have for good and gently reminding them not to squander it.”

Chief electoral officer Robert Peden said: “We are lucky to live in a strong democracy where we all get to play a part. Our democracy is important, every single vote is important, and every New Zealander’s voice deserves to be heard.

“No matter who we are, where we live, or where we’re from, we are all equal on election day.”

“We want all New Zealanders to think about why voting matters, to think about what it means for them, their family and their community – we want them to enrol, and we want them to vote on September 20.”

The campaign, which launched at the weekend, features real people – not actors – speaking from the heart about why voting matters to them. Our coverage includes the 45sec ad, a 15sec version, and a 4min Making Of film.

45″ TVC

15″ TVC

Social experiment / “a roomful of Kiwis”


Electoral Commission

Chief Electoral Officer: Robert Peden
Manager Communications and Education: Anastasia Turnbull
National Manager, Enrolment Services: Murray Wicks
Corporate Services Manager, Enrolment Services: Rex Arrell

Saatchi and Saatchi

Executive Creative Director: Antonio Navas
Senior Copywriter: David Sylvester
Senior Art Director: Arnya Karaitiana
Senior Art Director: Watchara Tansrikeat
Senior Designer: Ross Davies
Senior Designer: Rob Flynn
Studio Manager: Tias Somers
Senior Digital Creative: Neill McAlpine
Front-end Developer: Georgy Malanichev
Back-end Developer: Dmitry Shumkov
Digital Producer: Matt Couston
Digital Production Director: Lorraine Guerin
Technical Director: Matt Skinner
Flash Developer: Steven Ashby
Digital Producer: Tim Turner
Digital Designer: Megan Ying
Digital Designer: Francis Wu
Digital Producer: Rugen Du Bray
Senior Strategist: Sarah Hodgetts
Business Director: Tim Dixon
Account Director: Jen Murphy
Senior Account Manager: Rachael Williams
TV Producer: Amy Hansen
Production Company: Exit Films
Director: Greg Wood
Executive Producer: Declan Cahill
Post-Production: Perceptual Engineering
Editor: Steve Cox
Composer: Peter Hobbs
Sound Mix: Factory Studios

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