The One Show
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Category
Events & Experiential
Annual ID
OS22_PR010S
About the Work
Gerrymandering is when U.S. politicians redraw voting district lines to give themselves an unfair advantage in elections. It allows politicians to pick their voters from behind closed doors, instead of voters picking their politicians. It affects 70% of the country, nearly 188 million people, and the maps drawn in 2021 will be in effect for 10 years. On September 27, 2021, Texas announced their new congressional district map, including a new 37th district in Austin that diminishes the voting power of minorities.
We needed to move fast to inform Texans about gerrymandering before the maps were confirmed. So, just three weeks after Texas’s district maps were unveiled, we opened the doors of Gerry’s Partisan Pizza, a corrupt pizza shop that served and delivered free pizza, but only within the bounds of the gerrymandered 37th voting district. Not one block farther. We exposed the corruption of gerrymandering by hand-picking our customers the exact same way that politicians hand-pick their voters.
We then went on a two-week food truck tour, giving out pizzas to residents of gerrymandered districts all across the country. From Texas to Wisconsin, we covered over 5,000 miles of gerrymandered land, and served over 6,000 slices of pizza.
The results proved that turning a complicated issue into something that would resonate with people - free pizza - worked. We had segments on broadcast news in every city we stopped in, resulting in over 350 million earned media impressions and a reach of 2.18 million. Elected officials including the sitting Governor of Maryland stopped by Gerry’s, and 35% of people who engaged with our number called their Senator to demand change.
And then on December 6, 2021, the Justice Department of the Biden administration sued Texas over their gerrymandered maps. Our awareness campaign turned into real action.
2022 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Mischief @ No Fixed Address
PR / Marketing Agency
Dini Von Mueffling Consulting
Client / Brand
Represent Us
Production Company
The Bait Shoppe
Steve Unlimited
Post Production Company
Laserjuice
Copywriter
MacKenzie Hart
Chief Creative Officer
Greg Hahn
Creative Director
Hunter Fine
Director
Micah Perta
Director of Photography
Dan Adlerstein
Editor
Aaron Whitman
Executive Creative Director
Bianca Guimaraes
Kevin Mulroy
Executive Producer
Brad Turner
Brian Etting
Photographer
Billy Siegrist
Producer
Danielle Balanov
Zachary Green
Account Director
Alison Whisenant
Account Supervisor
Sam Crawford
Colorist
John Shafto
Head of Production
Will Dempster
Senior Account Director
Rajasri Narasimhan
Senior Art Director
Helen Reiger
Senior Producer
Christina Culianos
Wardrobe
Paula Erazun
Art
Tony Gasparro
Audio Mix
Aaron Mason
Murray Trider
Director of Production
Remy Groh
Junior Designer
Sabrina Saccente
Owner
Dini von Mueffling
President
Evan Starkman
Graham Lynn
Kerry McKibbin
Senior Campaign Manager
Joe Kabourek
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