United We Dream Action

Advertising
Video creative

Get in the Game

THE STORY

United We Dream Action’s political team conducted significant research on reaching young Latino voters, ages 18 to 25. 

Generally speaking, the cohort is one of the least politically-active groups by race, age, and gender. They listen to talk radio, podcasts, Joe Rogan, full of dis- and misinformation. For the most part, they’re consuming no political information.

UWDA’s research showed this group of voters is particularly active on YouTube, both gaming and engaging with content about gaming. They play more video games than their white counterparts, and they spend more time on YouTube more than their peers in other demographics.

OUR OBJECTIVE

Utilizing UWDA’s research, we developed video collateral that tapped into language, themes, and visuals often featured in gaming content consumed by their target audience. 

  • Together, we have to achieve a difficult task.

  • We must work together to achieve victory.

  • When we win, we celebrate!

Using Relevant Content to Target Youth Voters

To ensure our assumptions were correct, we ran a creative test of video game-style creative, creative with standard mobilization messaging, and something in between.

The 8-bit video game-style ad won the test.

Our final creative was entirely set within the frame of an arcade game — mimicking classic 8-bit games like Double Dragon, with a fighter hero.

8-bit Visual Direction

Style References

Sprite Inspiration

Get in the Game video from UWDA

We laid out that what was happening was a challenge and you and your community had the power to solve it. And at the end, our hero performs his civic duty of voting and then celebrates.

The Results

  • United We Dream Action’s research paved the way for one of our most innovative creative projects of the entire cycle.

  • Leading into the midterm election, we focused our advertising on turning out Latino voters ages 18 to 25 in US zip codes with a voter-eligible population that was 70% or greater Latino.

  • After the midterms, we were asked to create updated creative for the US Senate runoff in Georgia where the growing Latino vote is meaningful and young.

Award winner:

  • 2023 Reed Award winner for Most Original Online Video