The Electoral Commission tasked us with reminding the Great British public to register to vote in 2024. While voting can sometimes feel like a chore, our aim was to reframe it as something to be proud of. So, we turned the act of registering to vote into something worth bragging about. Our nationwide campaign spanning TV, OOH, radio and social, featured a quirky crew of characters proudly showing off that they’d registered to vote in all sorts of weird and wonderful ways. Within the first two weeks of going live the campaign exceeded the clients targets with over 1 million new voters registered - just in time for the 2024 general election.