Power of X

The IEC tasked TBWA to communicate the Muncipal Elections to Youth in September and November 2005 in a brave and untried new way. 

The IEC’s greatest challenge is to encourage youth to vote.  The campaign targeted young people on their terms and in their language.  The language of music.  The jingle was developed in tandem with TBWA and the talented multicultural group, Kwani Experience.   

In collaboration with the agency, Creatrix pitched on the business and won the account.  The subsequent radio campaign, Power of X, was developed as a dynamic TV, print, outdoor and radio campaign, featuring a 3 minute ‘Eduverse’ in all 11 official languages.