Political Campaigns

Giving Veterans a Voice

With VoteVets


01 / Background

VoteVets is one of America’s leading veterans’ advocacy groups. Since 2006, they have been using public issue campaigns to give a voice to millions of veterans on matters of national security, veterans’ care, and everyday issues that affect the lives of those who served, and their families. We work with VoteVets on advertising and media placement.

2010 - 2016
Creative Content / Advertising

02 / Strategy

VoteVets came to us in 2010 with a simple request—they wanted to do hard-hitting advertising that didn’t look like typical campaign ads. They weren’t interested in a recitation of message points from a poll; they wanted to produce advertising that, while still on message, would break through and get noticed. It’s extremely refreshing when a client is willing to take risks creatively, so we were thrilled at the opportunity. We continued using veterans-to-camera to deliver the message, but we turned up the imagery and emotion everywhere else in the ad. Specifically, we tried to come up with creative approaches that drew people into the ads in the first 5 – 10 seconds. A land mine exploding near a troop convoy, Marines engaged in a firefight—things you wouldn’t normally associate with a campaign ad that would pique curiosity and make viewers want to tune in, not click away.


03 / Work

We have worked with VoteVets on a wide range of issues across the country. We helped them fight for Clean Energy Climate Legislation, so America is less dependent on foreign oil, which puts our troops at risk. We went to Iowa and filmed veterans advocating for more American-made ethanol, so we’re less dependent on importing oil from countries who hate us. We’ve traveled to Bristol Bay Alaska to stop a massive gold and copper mine that was threatening Alaska’s economy and veterans’ jobs. And we’ve worked with them on House and Senate races across the country helping to elect Members of Congress who fight for veterans’ issues and holding those who don’t accountable.


04 / Results

We’re tremendously proud of our relationship with VoteVets and the work we’ve done for them, they are a great strategic and creative partner. As such, our ads have been recognized as some of the best in the country over the past few election cycles. For our work in 2010, we were awarded “best issue ad” by Campaigns and Elections Magazine. Additionally we won “best public affairs ad” from the American Association of Political Consultants (AAPC), while another one of our ads received runner up in that very same category. Most recently, we received multiple top honors from the AAPC, including “best ad in an independent expenditure campaign,” and saw our work featured in USA Today, Time Magazine, The Washington Post and various news outlets across the country. But awards are nothing without results—and we’re proud of what we’ve been able to help VoteVets accomplish—moving our country closer than ever to a comprehensive climate bill, halting plans to build a massive gold and copper mine, and helping to elect multiple leaders to Congress who fight on behalf of brave Americans who served our country.