Creativity

Boost Mobile Wins Cannes Integrated Grand Prix

Initiative From 180LA Adds to Promo & Activation Win

By Lindsey Stein and Ann-Christine Diaz. Published on Oct 05, 2016

Editor's Pick

180 L.A.'s "Boost Your Voice" voting campaign for Boost Mobile has won the Integrated Grand Prix at the Cannes Lions International Festival of Creativity, its second Grand Prix after winning the the top prize for Promo & Activation.

The campaign, created to provide voting resources for minority communities by providing its retail locations as polling places on U.S. election day, won Campaign of the Year in AdAge's Creativity awards earlier this year. It was also listed in Creativity's top interactive and integrated picks last year.

"We felt the new integration is about transcending intermedia and really integrating into culture and society," said Jury President Tham Khai Meng. Read more about the judging over at AdAge.com.

Earliers in the week, the piece was selected as the winner in Promo & Activation because "it's not only about promoting a store; it's about promoting human values and promoting that you can change your future if you decide to vote," said Jury President Stéphane Xiberras, president and chief creative officer of BETC. You can also read more about judging in that category over at AdAge.com.

Original story:

A 2014 report from the Brennan Center for Justice found that minority communities suffered from a lack of voting resources and locations during elections, leading to longer wait times and inevitably, huge obstacles when it came to casting their ballots. So Boost Mobile and its agency 180LA have conceived a brilliant initiative in helping these communities get their voice heard during the upcoming presidential race by offering up the mobile provider's retail locations as polling places on election day.

Boost says that the idea is the first time a brand has offered up its private storefronts as election polling places. On top of that, come November 8, Boost's own employees will be volunteering to man the voting sites.

"Last election, millions of lower income and minority voters faced long lines and inconvenient locations," said William Gelner, chief creative officer at 180LA in a statement. "With Boost Mobile stores in these areas, why not offer them up as places to vote and allow all voices to be heard?"

To get the word out, the brand debuted this film, "Boost Your Voice -- Equal Access for All," which documents the voting struggles of people in low income or minority neighborhoods. It also shows how Boost Mobile has started to put its idea into play at a few select locations. So far, the company has brought the program to a few Southern California counties, including Riverside, San Diego, Orange County, as well as Cook County in Chicago.

But that's just the start of what Boost hopes will be a larger play that extends to more communities. The company has extended its polling place offer to 817 county election boards across the country, and has issued a change.org petition to drum up support.

Election officials can contact Boost Mobile directly via elections@Boostyourvoice.com.

"Unequal voting access is a big problem in our country and those most affected are often in communities close to our stores," said Peiti Feng, brand marketing director of Boost Mobile in the statement. "Boost Mobile can no longer stand on the sidelines. We believe everyone deserves to be heard and it's our hope we can make a difference in providing more polling places and resources to those who need it most."

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About

Credits

Date
Oct 05, 2016
Agency:
180 LA
Chief Creative Officer:
William Gelner
Client:
Boost Mobile
Executive Creative Director:
Eduardo Marques
Executive Creative Director:
Rafael Rizuto
Creative Director:
Mike Bokman
Creative Director:
Jason Rappaport
Digital Creative Director:
Karan Dang
Head of Design:
Chris Welsby
Associate Creative Director (Copywriter):
Tylynne McCauley
Associate Creative Director (Art Director):
Brian Farkas
Digital Company:
Jam3
Designer:
Matthew Jensen
Designer:
Delaney Maher
Head Of Production:
Natasha Wellesley
Executive Producer:
David Emery
Producer:
Aine Carey
Senior Content Manager:
Jay Lledo
Senior Media Manager:
Karla Burgos
Digital Producer:
Ryan Schmidt
Executive Digital Producer:
Stephen Fahlsing
Project Manager:
Lisa Payton
Creative Technologist:
Jefferson Wu
UX Designer:
Stacey Savage
Head of Account Management:
Chad Bettor
Account Director:
Mike Slatkin
Account Manager:
Eric Reilly
Planner:
Theo Soares
Planner:
Cecelia Girr
Director of Business Affairs:
Loretta Zolliecoffer
Business Affairs:
Amy Sharma
Government Outreach:
Jason Huddleston
Government Outreach:
Leah Couvelier
Government Outreach:
Steve Brothers
Government Outreach:
Russell Milton
Government Outreach:
Nicole Rejwan
Government Outreach:
Khalilah Waajid
Government Outreach:
Kayla Mitchell
Government Outreach:
Lawrence Gilliam
Government Outreach:
Missy Evans
Government Outreach:
Jordan Zolliecoffer
Government Outreach:
Breely Windham
Government Outreach:
Shek Shem
Director, Brand Strategy:
Peiti Feng
Marketing Communications Specialist:
Peiti Feng
PR, Social Media & Content Integration:
Jeremy Agers
Brand Strategy Director:
Kham Lam
Senior Manager, Advertising:
Nick Holt
Creative:
Nick Holt
Social Media Manager:
Ginger Conrad
Brand Coordinator:
Amanda Nogaki
PR, Social Media & Content Integration:
Amanda Nogaki
Production Company:
Melvin
Executive Producer:
David Emery
Producer:
Aine Carey
Director of Photography:
Beau Molloy
Director of Photography:
Alex Garcia
Director of Photography:
Chuck Farris
Director of Photography:
Helmut Montoya
Editorial Company:
Cut & Run
Executive Producer:
Amburr Farls
Producer:
Brian Mulvey
Editor:
Sean Fazende
Assistant Editor:
Heather Bartholomae
Post Production:
Jogger Studios
Creative Director:
David Parker
Flame Artist:
Anthony Pettiti
Executive Producer:
Rich Rama
Senior Producer:
Nancy Hwang
Recording Studio:
Eleven Sound
Mixer:
Ben Freer
Assistant Mixer:
Jordan Meltzer
Executive Producer:
Suzanne Hollingshead
Production Company:
The Corner Shop
Director:
Malik Vitthal
Executive Producer:
Anna Hashmi
Line Producer:
Stephen Love
Line Producer:
Blake Pickens
Director of Photography:
Isiah Donté Lee

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