vote.wales

A bold multimedia campaign for Vote.Wales across TV, social, OOH, website and stadium takeovers, designed to bring awareness and clarity to the Senedd election - by helping people across Wales feel more confident about voting and the process behind it.

We turned a traditionally dry topic into something colourful and engaging, built for a new generation of Welsh voters.

Vote.Wales was created to help people across Wales understand how to vote, where to vote, and what it all actually means. Simple in principle. Less simple in reality. For many, elections can feel confusing, distant or difficult to engage with. Not because people don’t care, but because the process is often wrapped in language, systems and communications that don’t feel very inviting.

The campaign needed to feel impartial, trustworthy and clear, while cutting through a world of safe, expected, government-style messaging. It had to inform people, yes - but more importantly, it had to give them belief in both themselves and the process. Because when the problem is confusion, information alone isn’t enough. Confidence was our key.

To evoke that sense of confidence our audience needed to feel, we knew early on that this couldn’t feel like another public information notice. It had to be impartial, trustworthy and clear, but also bright, welcoming and impossible to ignore. Although the original brief asked for live action, we pitched animation instead - as a smarter, more flexible and budget-savvy way to bring the idea to life. It allowed us to build a visually rich world and tone, full of characters and bold moments, but also empowered us to represent the diverse range of people across Wales and adapt across every format and make the subject feel warmer, simpler and more engaging.

Rather than focusing on just one hero film and stretching the message simply across channels and formats, we developed Vote.Wales as a full campaign system (TV, socials website takeovers, DOOH, bus rears, oh and Stadium Perimeter during a Six Nations match). Character, colour, motion, typography, messaging and tone all worked together to create a cohesive visual world that felt playful, human and modern. Representation sat at the heart of it, with a collective cast designed to reflect different people, contexts and perspectives across Wales.

To bring this world to life, we collaborated closely with illustrator Luke McConkey and animator Mac Wojcik, and together, shaped a style that used animation as more than decoration. Movement helped guide attention, pacing helped simplify information, and every transition worked to take people from uncertainty to clarity. That combination of clear direction and specialist craft is what gives the final work its energy and cohesion.

The campaign also needed to work bilingually, so every word had to earn its place. With Welsh and English appearing across billboards, buses, digital screens, social feeds and more, the messaging was stripped back to stay short, clear and instantly readable, while the visuals carried the energy. As an impartial platform, Vote.Wales also had to feel politically neutral from the ground up. Colours were chosen carefully to avoid party-political associations, and the character world was built to feel broad, inclusive and trustworthy. The result was a campaign that could be bold without feeling biased, playful without losing credibility, and distinctive without distracting from the message.

The final campaign launched across Wales, appearing on TV, social, city streets, bus routes, stadium screens and a full website takeover. More importantly, it proved that public information campaigns don’t have to feel predictable. With the right strategic call, the right creative risk and the right collaborators, Vote.Wales turned voting confusion into voting confidence, using bold colour, slick clarity and character to make democracy feel open to everyone.