Many people in the US take their right to vote for granted, as is evidenced in low poll numbers in the last few elections. To inspire people to flex their voting muscles, FCB West, in partnership with Levi’s, has launched a multifaceted ‘Vote’ campaign developed to ensure that eligible voters can exercise their right to vote on November 6.
This new movement reminds the world of the power a single vote can hold, and it encourages the public to get informed, get involved, get registered and get out to vote this fall, with the message: “Your vote is the ultimate use of your voice. So use it.”
Launching ahead of National Voter Registration Day on September 25, the campaign kicks off with a national television campaign entitled ‘Use Your Vote,’ created by FCB West. The integrated campaign, consisting of digital and social, features people from around the world unified by one common theme: using their voice, casting their ballots, and participating in their right to stand up and advocate for what they care about.
In the spot, people are seen all around the globe preparing for election days in their respective countries and settings. The branding is subtle – a woman pulls on her jeans before heading to the polling station, a one-legged man in jeans propels himself to the polls, a man in line to vote has on a jean jacket. But the message remains strong as Aretha Franklin’s inspiring version of Think plays over the ad.
“It’s enormously rewarding to work with a partner like Levi’s who believes in making a stand for important social issues,” said FCB West chief creative officer Karin Onsager-Birch. “This campaign to remind us all of the power we hold with our vote is an urgent plea to not take that right lightly. We hope it inspires others to action as much as it has inspired us. Go vote, folks!”
With the November midterms around the corner, ‘Use Your Vote’ is just one component of the Levi’s comprehensive ‘Vote’ campaign spanning TV, limited-edition product, non-profit partnerships and influencer engagement. Levi’s has also joined forces with other companies and national organizations such as Rock the Vote, Patagonia and numerous executives in a nonpartisan CEO Challenge called 'Time to Vote.' The dedicated Levi’s ‘Vote’ website has information on the complete effort.