Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?

The Electoral Commission - General Election 2015

DLKW Lowe and The Electoral Commission have launched a major public awareness campaign to remind people they must register to vote by the April 20 deadline if they want to take part in the General Election. The campaign features the TVC entitled “WHAT!” and digital activity – including adverts on catch-up TV and Facebook. The watchdog’s campaign seeks to address under-registration in an engaging way by using the concept of ‘loss aversion’ from behavioural economics. In certain situations people are more likely to be motivated by realising they may lose something, than the prospect of making a gain. The TV ad “WHAT!” was directed by Paul Gay of RSA Films (Volkswagen ‘Lamp Post’, Dulux ‘Plasticine’).

Creative Agency

Planner: Scarlett Spence

Producer: Lucy Jay

Executive Creative Director: Richard Denney

Chief Creative Officer: Dave Henderson