PSA Brand FILM // More Questions, More Answers.
In response to the unique challenges posed by the 2020 U.S. election, we developed the "More Questions, More Answers" campaign for Facebook. Our goal was to help 4 million Americans register and vote by providing accessible, up-to-date voting information while addressing concerns related to the COVID-19 pandemic.
The campaign centered around a dynamic short film that portrayed everyday voters heroically navigating the voting process. This was supported by the launch of Facebook's Voting Information Center and various social media initiatives across Facebook's platforms. By combining entertaining, empowering content with practical, accessible information, we positioned Facebook as a proactive, nonpartisan resource for voting information during a very complicated election.
Client:
Facebook
Agency:
Droga5
Year:
2020
Scope:
Strategic Direction
Brand Campaign
Creative / Art Direction
Video Production
Experience Design
Social Impact
The centerpiece of our campaign was a dynamic, sports-ad-inspired short film that portrayed everyday voters as heroes overcoming obstacles to cast their ballots. Directed by the acclaimed duo Daniel Kwan and Daniel Schneider, the film energized and empowered Americans while directing them to Facebook's comprehensive Voting Information Center.
Case Study Video
In June, Facebook set a goal to help 4 million people register to vote in the election. One week prior to the election, Facebook had already helped 4.4 million people register. The campaign delivered over 1 billion impressions to remind people to register and was featured in 40 articles, had 400 hits in local broadcast, and influencers garnered 1.25 million interactions on Instagram and 25.1 million interactions on Facebook.
Credits —
Agency: Droga5
ECD: Karen Short
CD: Lauren Ferreira
Senior Writer: Ted Meyer
Senior AD: Jason Gold
Senior AD: Bastien Grisolet
Lead Producer: Liliana Vega
Production: Prettybird
Director Duo: The Daniels
DP: Larkin Seiple
Editorial: Parallax
Post: Framestore