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.