Vote or Die / ProVote

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Vote or Die / ProVote

Rallying Around Our Rights

Overview

2020 was a historic year in social justice, and we at RO NEW YORK wanted to do our part. As non-Black allies of the Black Lives Matter Movement, we created PROVOTE, a resource website that focuses on voting tools and information, but also aggregates donation/activism opportunities, as well as information on historic, ongoing, and systemic racism in the United States. The pro-bono initiative attracted significant attention, including that of Sean John, the apparel brand started by Sean P. Diddy Combs. Similarly inspired, the Sean John team was seeking to resurrect Diddy’s iconic, 2004 VOTE OR DIE campaign, and needed the right agency to help them pull it off.

ProVote Digital

We created every aspect of this non-profit brand’s bold visual identity, making sure it appealed to the sensibilities of younger and first-time voters, whose participation in the election process was critical. Once we’d pressure tested the results through qualitative analysis, we translated the identity into an intuitive website that we coded, in-house, to easily accommodate high-volume updates as more and more useful information was added.

Digital Campaign

The primary goal of the VOTE OR DIE campaign, as it was in 2004, was to encourage younger people (Gen Z, today) to vote, however VOTE OR DIE had a second, pre-existing audience from the original campaign (Gen X/Y). In order to reach both audiences, RO NEW YORK designed and produced a bold, comprehensive print and digital campaign, which included a variety of articulations for each social media format.

A key approach throughout was the juxtaposition of a high-fashion photography and design aesthetic and everyday people—rather than models—as talent. This strategy reinforced the overall thesis that everyday people, now, are the celebrities, and the unseen act of voting is more remarkable, is more important, than stepping onstage in front of thousands of fans. As far as messaging, we developed a number of taglines / calls-to-action that expressed the urgency of our political and social climate in memorable ways. Once the campaign concept was approved, we teamed up with BROOKLYN CIRCUS for casting and shooting the talent.

The advertising visuals and videos come to life in a bold manner on the brand’s website and through all its digital communication methods, including email campaigns, social media content, and digital advertising. The website was built with a robust custom back -end that allows for smooth brand operations—linking the physical store to the online store, and managing inventory in a dynamic manner.

Video

While the sensibilities of VOTE OR DIE’s two main audiences, Gen X/Y and Gen Z, overlapped, to a degree, we developed two videos with each specifically in mind. One was grittier and inspired, viscerally, by the BLM movement (featuring the viral speech by Desiree Barnes), while the second offered (Gen X/Y) a sense of more abstract optimism. Meanwhile both videos featured Jimi Hendrix’s iconic, Woodstock reinterpretation of the National Anthem, which was reinterpreted yet again by the hip hop group GET OPEN. Ultimately both videos were about The People. Whereas the 2004 campaign leaned heavily on celebrity star power, today everyday people are the stars, and we wanted the campaign to reflect this critical shift in social responsibility.

ProVote Digital

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Vote or Die Poster

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Social Media For Gen X&Y

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Social Media For Gen Z

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Video For Gen X&Y

Video For Gen Z

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