Referendum. Quick, what’s it about? Our challenge was to get 75% of Ontarians to give an answer they understood on election day. At the time we won the assignment, only 4% of Ontarians knew about a referendum, and when it was explained that it was on electoral reform, they didn’t care about it. On top of that, most people would think Quebec separation when they heard the word referendum. A simple, insightful and funny campaign won the day. The Globe and Mail reported the day before election that 75% of Ontarians were aware and understood what the referendum was about.

“Innovative and creative concepts were developed quickly and completely under extremely tight timelines. Every demand we put in front of the team was met fast. The team worked well together and most importantly, worked very well with us.”
-Mike O’Dowd, Policy Advisor, Elections Ontario

WRITER: Jonathan Careless
ART DIRECTOR: Gerald Schoenhoff
CREATIVE DIRECTION: Rick Kemp, Gerald Schoenhoff
AGENCY: Grey
CLIENT: Elections Ontario