ADC Awards
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Learn more about ADC105
Category
Branded Content / Entertainment - Games / Games
Annual ID
ADC_ADV21_066M
About the Work
While youth voter turnout is on the rise in the U.S., the numbers are still drastically lower than older Americans’. According to many experts, this isn’t due to apathy, but to a lack of education on how the voting process works.
That’s why right before the 2020 presidential election, Rock the Vote, a non-partisan non-profit, launched Build the Vote, an educational game made for the future generations of voters that aims to teach them about the voting process in a world they understand: Minecraft.
The custom-built server inside Minecraft gamified the steps U.S. voters go through in real life, from registering to casting a ballot, in a fun and entertaining way, making their first voting experience a positive one. It also provided a real voting platform for the youth to be heard by American voters.
To stress the importance of making their own political decisions, young people voted not on Trump or Biden, but on the 10 most important issues of the 2020 election, like gun laws, healthcare access and global warming.
Build the Vote also provided real-world tools, like registration reminders and a voting house finder, to help prepare first-time voters.
To get young people to visit the server before the 2020 election, Rock the Vote launched a social campaign entirely created with Minecraft. It was voiced and supported by young activists like Little Miss Flint and influencers like Scotty Hubs.
The day before the real election, Rock the Vote and partners released the results of the vote on their social platforms to let America know what young people wanted for the future of the country.
The results: an 85% voting rate, 362M impressions, over 110 news articles worldwide, and the project will become a permanent free educational lesson inside Minecraft: Education Edition.
That’s why right before the 2020 presidential election, Rock the Vote, a non-partisan non-profit, launched Build the Vote, an educational game made for the future generations of voters that aims to teach them about the voting process in a world they understand: Minecraft.
The custom-built server inside Minecraft gamified the steps U.S. voters go through in real life, from registering to casting a ballot, in a fun and entertaining way, making their first voting experience a positive one. It also provided a real voting platform for the youth to be heard by American voters.
To stress the importance of making their own political decisions, young people voted not on Trump or Biden, but on the 10 most important issues of the 2020 election, like gun laws, healthcare access and global warming.
Build the Vote also provided real-world tools, like registration reminders and a voting house finder, to help prepare first-time voters.
To get young people to visit the server before the 2020 election, Rock the Vote launched a social campaign entirely created with Minecraft. It was voiced and supported by young activists like Little Miss Flint and influencers like Scotty Hubs.
The day before the real election, Rock the Vote and partners released the results of the vote on their social platforms to let America know what young people wanted for the future of the country.
The results: an 85% voting rate, 362M impressions, over 110 news articles worldwide, and the project will become a permanent free educational lesson inside Minecraft: Education Edition.
2021 Awards
Total Points: 3
Merit Honor
Credits
Agency
Sid Lee / Montreal
Client / Brand
Rock the Vote / Washington
Music / Sound Production Company
BLVD / Montreal
Art Director
Pascal Tremblay
Associate Creative Director
David Allard
Jonathan Lavoie
Creative Technologist
Julien Roub Charland
Executive Creative Director
Alex Bernier
Motion Designer
David Leclerc
User Experience Designer
Jean-François Lavigne
Writer
Nicolas Labbe
Assistant Editor
Daniel Daigle
Creative Director, Motion Design
Olivier Valiquette
Social Media Director
Teja Foster
Account Executive
Chloé Brossard
Back-End Developer
Aziz Zouaoui
Nicolas Beaucage
Nicolas Mercure
Coordinator, Public Relations
Kristel Dupont
DevOps
Alex Pilon
Front-End Developer
Nicolas Trudel
Stefan Paré
Game Designer
Julien Roub Charland
Nicolas Labbe
Pascal Tremblay
Simon Wilka
Global Head of Communications & Brand
Katia Aubin
Graphic Artist
Eric Valiquette
Group Account Director
Justine Trudeau
Head of Production
Magali Loiselle
Legal Firm
YULEX, avocats et stratèges, s.e.n.c.r.l. / Montreal
Operations Manager, Creative Services
Catherine Simard Boulé
President & Executive Director
Carolyn DeWitt
Product Owner
Anne Simard
Production Coordinator
Laurie Perron
Marie-Ly Cormier
Public Relations Manager
Tareeni Bogra
Researcher
Samuel Bonneau
Senior Front-End Developer
Patrick Freedom Mayer
Technical Lead, Post Production
Benjamin Des Rosiers
Translator & Proofreader
Chelsey Lam
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