CLIENTEYESOPEN

TARGET AUDIENCEBoth men and women ages 18-29, has no children and some college education.

OBJECTIVETo increase awareness of politics among the Millenials (aka generation y) rather than have an uneducated affiliation.

OBJECTIVEThe Millennial generation will make up nearly a quarter of the electoral vote in 2012. By engaging the young voters, they will actively seek out unbiased political information further educating their vote.

MAIN BENEFIT MESSAGEEyesopen provokes the Millenial generation to form their own political opinions.

MAIN BENEFIT MESSAGEYoung voters take on their parent’s political affiliation without proper education of political issues. By bringing attention to this problem, the young voters will actively seek out further information to properly inform them of the current issues instead of voting blindly.

MESSAGE TONEImminent danger, blind, young voter, suspenseful

MANDATORIESHeadline, Logo, Call to action, Website.

CREATIVEbrief

T A K E O F F Y O U RBLINDFOLD

EYESOPEN is an organization who’s mission is to provoke the Millenial generation to form their own political opinions.

The Millenial generation is nothing to underestimate. In 2012, we’ve reached 64 million, 29% of all eligible voters. All too often, young voters make decisions that are knowingly or unknowingly biased due to being surrounded by outside influences. It’s a bold goal, but we aim to spark Generation Y’s sense of empowerment in our nation. We can be heard, don’t let your vote be masked.

Our advertisements are designed around the concept of a blind vote. The images represent things you need sight to do successfully. We are trying to instill the necessity of a well educated vote in our generation. The text is designed to be a call to action, to lead the viewer to our landing page where unbiased information about the Millennial generation is presented graphically. We chose to reinforce our concept with guerilla marketing, a low-cost unconventional means of marketing by creating take aways such as flags, sticking bombing, and screen-printed t-shirts. Because Generation Y is tech savvy, hash tagging is utilized to promote within digital technologies further engaging the consumer and create a long-lasting impression.

DESIGNrational