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Battle To The Beehive

Battle To The Beehive | Vice | JWT
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basics
Industry: Culture, Recreation & Sport
Media:Cyber
Style: Minimalism
descriptioncnen
Synopsis
In the 2017 New Zealand general election voters ages 18-24 were completely disinterested in politics and had one of the highest rates of voter apathy in the world. To engage these bored 18-24 year olds we took New Zealand’s political landscape and gamified it, creating the ‘Battle To The Beehive’ video game. This retro-style video game transformed New Zealand’s political candidates into playable arcade game fighters and allowed players to select a political leader so that they could fight their way to the top of New Zealand’s parliament building (the famous Beehive) and learn about political policies along the way.
Strategy
To engage these bored 18-24 year olds we took New Zealand’s political landscape and gamified it, creating the ‘Battle To The Beehive’ video game. This retro-style video game transformed New Zealand’s political candidates into playable arcade game fighters and allowed players to select a political leader so that they could fight their way to the top of New Zealand’s parliament building (the famous Beehive) and learn about political policies along the way.
Outcome
Voting amongst registered 18-24 year olds rose to 69.2%. An all-time high for New Zealand. By conveying political battles in gaming lingo, Battle to the Beehive helps remove the stigma around political education. It helped users better understand the electoral process, the parties, and the politicians who fight against “policy monsters” – policies including transportation, global warming, housing, the economy and education. The entire gaming experience created in-house, and partnered with VICE, the media choice of young people and a perfect champion of youth engagement.
Execution
To engage these bored 18-24 year olds we took New Zealand’s political landscape and gamified it, creating the ‘Battle To The Beehive’ video game. This retro-style video game transformed New Zealand’s political candidates into playable arcade game fighters and allowed players to select a political leader so that they could fight their way to the top of New Zealand’s parliament building (the famous Beehive) and learn about political policies along the way. Release dates 23August - 23September 2017
CampaignDescription
To engage these bored 18-24 year olds we took New Zealand’s political landscape and gamified it, creating the ‘Battle To The Beehive’ video game. This retro-style video game transformed New Zealand’s political candidates into playable arcade game fighters and allowed players to select a political leader so that they could fight their way to the top of New Zealand’s parliament building (the famous Beehive) and learn about political policies along the way.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Media
Use of Branded Content created for Digital or Social
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