| Title | CHOOSE YOUR FUTURE |
| Brand | EUROPEAN PARLIAMENT |
| Product/Service | EUROPEAN PARLIAMENT ELECTION |
| Category |
B07. Not-for-profit / Charity / Governemt |
|
Entrant
|
&CO Copenhagen, DENMARK
|
|
Idea Creation
|
&CO Copenhagen, DENMARK
|
|
Media Placement
|
OGILVY & SOCIAL.LAB BELGIUM Brussels, BELGIUM
|
|
Production
|
NEW LAND Copenhagen, DENMARK
|
|
Production 2
|
ACADEMY FILMS London, UNITED KINGDOM
|
Credits
| Thomas Hoffmann |
&Co. / NoA |
Creative Director |
| Rune Petersen |
&Co. / NoA |
Art Director |
| Johan Køhler |
&Co. / NoA |
Copywriter |
| Frédéric Planchon |
new-land |
Director |
| Melodie Preel |
new-land |
Director Of Photography |
Write a short summary of what happens in the film
We open on a baby inside the womb. A girl’s voice says: “Today I’m being born. Like thousands of children all across Europe. (…) What awaits us?”. The film then documents pregnant women from all over Europe. Some are on their way to the hospital, others arrive. We witness contractions and active labor. A woman screams, and we fade to black.
We see a real birth. We see the child’s first precious seconds in this world and the mother putting the newborn on her chest. We see more real births and newborns and the love and hope that meets them. Fathers, some in tears, some paralyzed, and we see the extended families welcoming the children.
Newborns look straight into the camera. The girl voice-over wraps up: “Each of us can leave a mark, but together we can make a real difference. That’s why we vote”. Super: “European Elections” plus election-dates.
Cultural / Context information for the jury
Almost all Europeans believe in democracy. But democracy is threatened. Voter turnout has been declining for decades, and Europe is challenged with Brexit and populist parties.
Democracy should unite us, but in the heat of the battle, politics divide us. We tend to forget all the things we agree on. So, this is not a political campaign. It’s not about who and what to vote for. It’s about why we vote.
The campaign focuses on the biggest act of hope and will to believe in a better future: Putting a child into this world. As the voice-over reminds us “From the second, we come into this world, we’re in it together”.
44% of Europeans recall the campaign, and while voter turnout never comes down to a few deciding factors, the campaign messages had a clear impact. Europeans who recall the campaign had a 24% higher voting turnout.