You Already Vote, So Vote
Summary: Youth trust in politics is in an all-time low, with 18-34-year-olds being the least likely to vote in the UK. But while this generation ‘don’t like’ to vote in elections, they love to vote: on Reality TV. Tapping into the fandom surrounding shows like Big Brother, ‘You already vote, so vote’ reminded young Brits they are already expert voters, nudging them to apply this behaviour to the political sphere. The result? A record-breaking 113,044k new18-34-year-olds registered in 24 hours – a 90% surge compared to previous elections.
Lead Agency(s): OGILVY UK
Contributing Agency(s): Hogarth Worldwide Ltd
Client / Brand: My Life My Say
Effie Award(s): Gold
Pensum_GPT
Summary: Pensum_GPT is a controversial AI chatbot integrated into Instagram DMs via @pensum_gpt. Trained solely on the 14 authors in Denmark’s national literary canon, it allows users to experience the one-sided perspective embedded in the upper secondary curriculum.
The campaign mobilized teachers, students, and politicians while attracting media attention without any budget. It sparked national debate, culminating on Go’ Aften Live, where Education Minister Mattias Tesfaye pledged to the Dansklærerforeningen that the literary canon—and the upper secondary curriculum—would be revised to ensure better representation and balance.
Lead Agency(s): Marketsquare
Contributing Agency(s): Help PR
Client / Brand: Dansklærerforeningen / Pensum_GPT
Effie Award(s): Silver
Drawing out the silence
Summary: Some stories are too important to be hidden away. “Drawing out the silence” is unique because it created a chain reaction that went beyond traditional marketing.
By elevating children’s raw thoughts and feelings through drawings to art at ARoS, we not only created awareness—we created necessary action.
The result: a 16-fold increase in the number of families actively seeking help, as well as organic media coverage worth +4 million DKK. (535.884,00 Euro)
It culminated when a spokesperson brought the issue to political negotiations, opening up the possibility for lasting change.
Lead Agency(s): Uncle Grey
Client / Brand: Psykiatrifonden
Effie Award(s): Bronze
