Effies
Australia
The Unwinnable Election
Agency
Simple
Client
South Australian Labor Party
Awards
Silver
Government
Silver
Best Smaller State Campaign
Summary
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
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Credits
| 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 |