#choosetovote

creative director: Angel Iskrev creative lead: Kaloyan Antonov copywriter: Tsvetoslav Tsonev copywriter: Spas Nikolov junior designer: Filip Shopov junior strategist: Ekaterina Mutafchieva account manager: Lyubomir Kashilski chief moral booster director: cherry the doggo motion graphic: Victor Hadzhiyski & Vess Blackstone honorary mention: Matthew Stoyanov producer: pudding: photo: Filip Shopov

this July was election season in Bulgaria. and it was a big one. Bulgarian history was to be forged with ballots this 11.07, which is why voter turnout was more important than ever. many people have found their reasons to stay on the fence of voting. young people especially, have developed an apathy to forfeiting their vote in elections. not choosing is also a choice — the choice to let someone else choose for you. we used Skapto’s main medium — the burger — to remind people of what it feels like to choose not choosing. the new “I can’t choose” burger option in their menu put the unwanted randomness of a parliament you did not vote for, on a plate. stunts through Skapto’s delivery system and at Bilkova bar met influencers, the media and other unsuspecting people upclose with a burger that they did not choose or order. each delivery was complemented by a manifesto urging them to #choosetovote — a message they gladly presented to their audiences. оvernight our burger’s appeal towards voting became the talk of the country, organically reaching 3 012 574 people (in a country with 3,5 m social media users). #1 trending topic on twitter, facebook, instagram 26 brands entered the #choosetovote movement 45 politicians running for parliament shared the message and on election day 5 % morе young people chose to vote.