The challenge

• Young people, particularly Gen Z, are less responsive to traditional political communication, with printed campaign posters often overlooked or discarded.

• At the same time, information around voting can feel fragmented and overwhelming, making it difficult for first-time voters to know where to start or what to engage with.

The solution

This campaign brings all key information together into a single, engaging experience designed around a familiar Gen Z behaviour: anticipation around receiving parcels. The concept reimagines voter education as a birthday gift delivered on a young person’s 18th birthday. An interactive explosion box reveals essential voting information, supported by a series of layered poster designs and short-form videos that reinforce key messages across social and physical touchpoints.