Boost Mobile Wins Cannes Integrated Grand Prix
Initiative From 180LA Adds to Promo & Activation Win
Editor's Pick
180 L.A.'s "Boost Your Voice" voting campaign for Boost Mobile has won the Integrated Grand Prix at the Cannes Lions International Festival of Creativity, its second Grand Prix after winning the the top prize for Promo & Activation.
The campaign, created to provide voting resources for minority communities by providing its retail locations as polling places on U.S. election day, won Campaign of the Year in AdAge's Creativity awards earlier this year. It was also listed in Creativity's top interactive and integrated picks last year.
"We felt the new integration is about transcending intermedia and really integrating into culture and society," said Jury President Tham Khai Meng. Read more about the judging over at AdAge.com.
Earliers in the week, the piece was selected as the winner in Promo & Activation because "it's not only about promoting a store; it's about promoting human values and promoting that you can change your future if you decide to vote," said Jury President Stéphane Xiberras, president and chief creative officer of BETC. You can also read more about judging in that category over at AdAge.com.
Original story:
A 2014 report from the Brennan Center for Justice found that minority communities suffered from a lack of voting resources and locations during elections, leading to longer wait times and inevitably, huge obstacles when it came to casting their ballots. So Boost Mobile and its agency 180LA have conceived a brilliant initiative in helping these communities get their voice heard during the upcoming presidential race by offering up the mobile provider's retail locations as polling places on election day.
Boost says that the idea is the first time a brand has offered up its private storefronts as election polling places. On top of that, come November 8, Boost's own employees will be volunteering to man the voting sites.
"Last election, millions of lower income and minority voters faced long lines and inconvenient locations," said William Gelner, chief creative officer at 180LA in a statement. "With Boost Mobile stores in these areas, why not offer them up as places to vote and allow all voices to be heard?"
To get the word out, the brand debuted this film, "Boost Your Voice -- Equal Access for All," which documents the voting struggles of people in low income or minority neighborhoods. It also shows how Boost Mobile has started to put its idea into play at a few select locations. So far, the company has brought the program to a few Southern California counties, including Riverside, San Diego, Orange County, as well as Cook County in Chicago.
But that's just the start of what Boost hopes will be a larger play that extends to more communities. The company has extended its polling place offer to 817 county election boards across the country, and has issued a change.org petition to drum up support.
Election officials can contact Boost Mobile directly via [email protected].
"Unequal voting access is a big problem in our country and those most affected are often in communities close to our stores," said Peiti Feng, brand marketing director of Boost Mobile in the statement. "Boost Mobile can no longer stand on the sidelines. We believe everyone deserves to be heard and it's our hope we can make a difference in providing more polling places and resources to those who need it most."
Credits
- Date
- Oct 05, 2016
- Agency :
- 180 LA
- Brand :
- Boost Mobile
- Client :
- Boost Mobile
- Chief Creative Officer :
- William Gelner
- Executive Creative Director :
- Eduardo Marques
- Executive Creative Director :
- Rafael Rizuto
- Creative Director :
- Mike Bokman
- Creative Director :
- Jason Rappaport
- Digital Creative Director :
- Karan Dang
- Associate Creative Director :
- Tylynne McCauley
- Associate Creative Director :
- Brian Farkas
- Designer :
- Matthew Jensen
- Designer :
- Delaney Maher
- Head of Production :
- Natasha Wellesley
- Executive Producer :
- David Emery
- Producer :
- Aine Carey
- Senior Content Manager :
- Jay Lledo
- Senior Media Manager :
- Karla Burgos
- Digital Producer :
- Ryan Schmidt
- Executive Digital Producer :
- Stephen Fahlsing
- Project Manager :
- Lisa Payton
- Creative Technologist :
- Jefferson Wu
- UX Designer :
- Stacey Savage
- Head of Account Management :
- Chad Bettor
- Account Director :
- Mike Slatkin
- Account Manager :
- Eric Reilly
- Creative Planner :
- Theo Soares
- Creative Planner :
- Cecelia Girr
- Business Affairs Director :
- Loretta Zolliecoffer
- Business Affairs :
- Amy Sharma
- Government Outreach :
- Jason Huddleston
- Government Outreach :
- Leah Couvelier
- Government Outreach :
- Steve Brothers
- Government Outreach :
- Russell Milton
- Government Outreach :
- Nicole Rejwan
- Government Outreach :
- Khalilah Waajid
- Government Outreach :
- Kayla Mitchell
- Government Outreach :
- Lawrence Gilliam
- Government Outreach :
- Missy Evans
- Government Outreach :
- Jordan Zolliecoffer
- Government Outreach :
- Breely Windham
- Government Outreach :
- Shek Shem
- Brand Strategy :
- Peiti Feng
- Marketing Communications Specialist :
- Peiti Feng
- PR, Social Media and Content Integration :
- Jeremy Agers
- Brand Strategy :
- Kham Lam
- Senior Manager of Advertising :
- Nick Holt
- Creative :
- Nick Holt
- Social Media Manager :
- Ginger Conrad
- Brand Coordinator :
- Amanda Nogaki
- PR, Social Media and Content Integration :
- Amanda Nogaki
- Production Company :
- Melvin
- Executive Producer :
- David Emery
- Producer :
- Aine Carey
- Director, Photography :
- Beau Molloy
- Director, Photography :
- Alex Garcia
- Director, Photography :
- Chuck Farris
- Director, Photography :
- Helmut Montoya
- Editorial Company :
- Cut + Run
- Executive Producer :
- Amburr Farls
- Producer :
- Brian Mulvey
- Editor :
- Sean Fazende
- Assistant Editor :
- Heather Bartholomae
- Post Production :
- Jogger Studios
- Creative Director :
- David Parker
- Flame Artist :
- Anthony Pettiti
- Executive Producer :
- Rich Rama
- Senior Producer :
- Nancy Hwang
- Recording Studio :
- Eleven Sound
- Mixer :
- Ben Freer
- Assistant Mixer :
- Jordan Meltzer
- Executive Producer :
- Suzanne Hollingshead
- Head of Design :
- Chris Welsby
- Digital Company :
- Jam3
- Production Company :
- The Corner Shop
- Director :
- Malik Vitthal
- Executive Producer :
- Anna Hashmi
- Line Producer :
- Stephen Love
- Line Producer :
- Blake Pickens
- Director, Photography :
- Isiah Donté Lee
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