San Francisco agency makes voting an 'epic pop-up experience'

Taking a cue from the Museum of Ice Cream, Gold Front is encouraging millennials to "experience the thrill of democracy."

NEW YORK: Civic duty or guilt may not be enough to drive millennials to the voting booth, so Gold Front is trying another tactic: FOMO.

The San Francisco-based agency is rebranding voting as an "epic pop-up experience" in its satirical video, Museum of Voting, which encourages viewers to "experience the thrill of democracy" at a polling place.

Drawing inspiration from pop-up sensations such as the Color Factory and the Museum of Ice Cream, the Museum of Voting is reminding viewers that casting a ballot is a one-day-only event, it makes for good social media content, and participants get stickers.

The origins of the video, which debuted last Monday, were accidental. Creative director Josh Lowman said Gold Front was scheduled to shoot a TV spot for a client, but after it cancelled, the firm had a crew with time on its hands. Wanting to do something productive, Lowman said they shot Museum of Voting.

"We wanted to encourage millennials to vote because they vote in such low numbers," he said. "The campaign idea is about getting out the vote. We felt there was kind of, with all this dark political advertising, there was a need for something comedic and lighthearted."

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