Boost Your Voice Team on Winning Cannes Grand Prix

Last week, 180LA won two Grands Prix (Integrated and Promo/Activation, and yes, that is the right plural of 'Grand Prix'...) for Boost Your Voice, their campaign that turned Boost Mobile stores into polling stations, allowing previously disenfranchised people in deprived communities places to vote.

Following their win, we spoke to associate creative directors Tylynne McCauley and Brian Farkas about the campaign and its success.

For someone who hasn’t seen it, how would you describe Boost Your Voice?

Brian Farkas: Boost Your Voice is an initiative that seeks to give every American equal access to vote. Voters in low-income and minority neighborhoods have fewer polling stations and are more likely to have to wait in line for hours. Since Boost Mobile stores are located in these communities, the areas where voting access is most problematic, we turned Boost Mobile stores into voting stations to make voting easier and more accessible. It was a way to address a real problem Boost’s demographic faces, while being true to Boost’s core brand mission: helping customers be heard.

What was it like to win two Grands Prix?

Tylynne McCauley: Dreamlike. It seemed unreal watching our work be announced as the winner, and walking up on stage felt like a blur. Now I’m just happy that something we believed in so much made a difference and may now inspire more change.

What do you think it was about the campaign that the judges loved?

TM: My guess is that the judges appreciated how authentic the campaign was to the brand. It wasn’t just an ad or promotion, it was a civic action. We genuinely set out to help solve a problem that Boost customers face in low-income and minority communities. Voting isn’t a privilege, it’s a right and every American citizen should have equal access. So, I think they liked that we tried to right a wrong.

What other Grand Prix winner was your favourite?

TM: We’re the Superhumans. I’m actually a huge Olympics fan, I watch both summer and winter, but like most people I ignore the Paralympic Games. Superhumans made me see what heroes these athletes are and how deserving they are of respect. Now I want to watch them and cheer them on. So, great job!

BF I loved We’re the Superhumans. Such an inspirational and uplifting piece, and a brilliant way to position the Paralympic Games.