Effie Australia

Case History Database

The Unwinnable Election

South Australian Labor Party
Best Smaller State Campaign
The 2022 South Australian State Election was widely considered —by political commentators, bookmakers, and politicians on all sides— to be unwinnable for the South Australian Labor Party. Extensive qualitative and quantitative research showed that 8 in 10 people thought the state was heading in the right direction and most couldn’t even name Opposition Leader Peter Malinauskas. Then along came a campaign that threw out the political advertising rulebook and saw Malinauskas become not just a household name, but a state icon, virtually overnight. It translated to an overwhelming swing at the polls and one of Labor’s best election results in its 131-year history.
Case study

The Unwinnable Election

Excluding 10% tax
Case studies are free for ACA members and Round Two Effie Judges. Email hello@adcouncil.org.au for your discount code. All Educational Institutions wishing to access case studies are required to contact awards@adcouncil.org.au
David Stocker Author / Managing Director & Head Strategist
Pat Parisi Creative Director
David Ormston Associate Creative Director
Kirsty Allison Account Director
Taylor Martin Studio Manager
Rory Pippan Film Director
Matt Schirripa Film Director & Photographer
Neasan McGuinness Film Director
Tayla Lewis Digital Marketing Specialist
Jinzhe Li Senior Developer
Michael Cervelli Designer
Daniel Wells-Smith Motion Designer
George Sezenias Technical Design Lead
Ashlee Summers Designer
Samantha Brown Junior Designer
Sophia Wehrs Designer
Harry Tomlian Designer
Jason Wood Senior Designer
Samuel Stevens Digital Director
Charlotte Padbury Account Coordinator
Reggie Martin, South Australian Labor Party Campaign Director SALP

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