Danielle Locke

The Beautiful Problem

In a world where UK politics is defined more and more by the childish bickering of the main parties, the voice of the Green Party has never been more important - but they’re constantly outspent by their rivals, and sidelined by a media more interested in the more extreme, controversial views of their rivals. How could we get their message out there in a way that belied their ‘challenging’ budgets?

Danielle Locke
The Beautiful Problem
Danielle Locke

Intelligent Misbehaviour

While tradition dictates that the thinking for Party Election Broadcasts should start and end with the four minutes of prime time TV, for the 2016 London Mayoral Elections, we started where our audience actually were: online. Riffing on a popular Channel 4 programme, we continued our tradition of doing political advertising as differently as the Green Party do politics, with a film that portrayed leading political figures as children in a playground; and then we launched it on Buzzfeed.

Danielle Locke
Intelligent Misbehaviour
Danielle Locke

Cultural Impact

‘The not so secret life of 5 year old politicians’ went viral and was the Green Party’s most successful Party Election Broadcast of all time, comfortably reaching all its objectives. The campaign gained over 12 million organic views, generated over 60 articles in national and international press and over 200,000 social mentions, and, most importantly, propelled Sian Berry to third place, leaving UKIP and the Lib Dems trailing in her wake.

Danielle Locke
Cultural Impact