11: BRAND PURPOSE

Eyes On The Election - Parish Pastoral Council for Responsible Voting (PPCRV)
Poll watching for the elections

Shortlist

Title of Entry:	Eyes On The Election
Brand:	Parish Pastoral Council for Responsible Voting (PPCRV)
Product/Service:	Poll watching for the elections
Client:	PPCRV
Entrant Company:	Dentsu JaymeSyfu
Creative Agency:	Dentsu JaymeSyfu
Chief Creative Officer:	Merlee Jayme
Art Director:	Alexa Remalante
Copywriter:	Renzo Valmonte
Sector:	N/A
Account Manager:	Ina Villegas
Date of Release:	2019-04-29
Notes:	May 2019 saw the return of the country’s general elections. With the Philippines’ notorious reputation for corruption, the Parish Pastoral Council for Responsible Voting wanted to encourage the youth – as they are the future leaders of the country as well as the ones who are truly vocal about change and justice – to not just vote, but to ensure a clean election by volunteering as pollwatchers as well. Our guiding premise was the insight that the youth thought poll watching was a hassle. A stressful, difficult, and unrewarding activity. So to convince them of how easy it actually is to be a pollwatcher, and how much help they could be to the country if they volunteered, we created a series of interactive posters and print ads that showed different voting processes composed in a pattern. However, hidden in the pattern was one voting violation. By finding the violation, you would have, in effect already fulfilled your role as a pollwatcher. With the help of the campaign, the PPCRV was able to surpass their target by obtaining more than 300,000 volunteer poll watchers.
Other Credits:	Executive Creative Director: Louie Sotto
Other Credits:	Associate Creative Director: Alexa Remalante