Spearheaded and implemented (with CBC's focused in-house teams), the overall brand strategy, design and production of Canada’s most significant political event, the 2019 Federal Elections, which has an approximate reach of 9+ million viewers nationwide.
The overarching brand objective for the 2019 Canada Votes was to reflect and expand the diversity of their audience by making this the most personalized, engaging, transparent, interactive and diverse election experience CBC News has offered Canadians to date. The belief that voters and ‘CBC News Canada Votes=My Election’ was at the core of the brand.
The mission was to ask voters to be their assignment editors. Not pollsters. Not prime ministers. Not the party leaders, to ask Canadians from all corners and all stripes what they wanted candidates to be discussing, what questions they wanted answered and what information they wanted verified amid rising concerns about fake news and election interference.
A cohesive brand expression, driven by their mission statement and unique value proposition was implemented cross-platform, nationwide.
