Australian Election Campaign ‘22
Role:
Associate Creative Director For Digital, hands-on designer and animator
I worked with creative agency Topham Guerin on the Liberal Party Of Australia’s election campaign, Spring 2022. I ran a team of creatives and worked under the strategy director and company founder. We were embedded overseas with the party in Brisbane and Canberra as their digital team. The election period was a high pressure, fast turnaround environment in which we created over a thousand pieces of content, both serious and satirical, across all social platforms. This garnered millions of views and interactions nationwide, plus high profile media attention, frequently featuring it into the news.
“I don’t know what they’re drinking and smoking over at Liberal HQ”
- Wayne Swan, former Deputy PM of Australia, The Today Show, May 13, 2022.
Campaign launch video with the PM - Let The Facts Speak For Themselves.
Spoof guided meditation video with Senator Jane Hume.
Guess the film - playfully keeping the message engaging.
Designed for TikTok, the remix of the infamous There’s A Hole In Your Budget advert.
I started working on the campaign back in London, writing concepts and planning longer form video pieces with other senior creatives in-house, before going out to Canberra to work on graphics for the preceding budget announcement - there I worked with the team and led the development of the visual style we’d go on to use throughout the entire campaign. Beyond this we needed to repeatedly reinforce central messages, keeping them fresh, engaging and relevant - often referencing humorous and popular culture. We created everything and anything digital, from meditation videos to memes, spanning graphics, live action interviews, static posts, websites, GIFs and stickers.
The Figures
841,000 interactions on Facebook in the month preceding election day (beating opposition party by 200k, and opposition leader by 65k)
2.25 million video views on LPA Facebook in the month preceding election day.
1.9 million impressions on LinkedIn
3.3 million views of There’s A Hole In Your Budget ad on YouTube.
1.3 million Giphy views
1.6 million video views on TikTok since launch in Feb to election on 21st May.
31,900 streams on SoundCloud
2,659 TikTok vids using LPA original sound (Hole In Your Budget OG and Remix).
Credits
Made at Topham Guerin for The Liberal Party Of Australia.
Other Projects:
