European Election 2024

A call for votes that speaks to Gen Z and whispers to Boomers: “Share me!”

Background
In 2024, European citizens were called to vote for their new parliament. With voter turnout being traditionally low and anti-European sentiments rising, Deutsche Telekom wanted to take a stand for Europe and for democracy. Social-only and highly shareable. But how do you cut through the noise in a way that feels native to social and speaks to both Gen Z and Boomers?

Idea
By creating shareables wrapped in the internet’s most unexpected unifier: boomer-core. It’s an aesthetic and lingo that reminds you of the early days of the internet and the “Happy Birthday” GIF your aunt would send. To Boomers, it feels like home. For Gen Z, it screams post-irony and subversion. Voter turnout grew that year by 0.08%. Coincidence? Maybe.