Skapto #ChooseToVote Campaign | Clapboard Ad Archive

#choosetovote

Description

The #choosetovote campaign, launched in Bulgaria in April 2021 for the brand Skapto by the ad agency proof., is a compelling integrated marketing initiative designed to engage the public in the democratic process through a unique fusion of hospitality and public interest messaging. Central to the campaign is Skapto’s signature product—the burger—which served as a powerful metaphor to illustrate the consequences of not participating in elections. By introducing the “I can’t choose” burger option on their menu, the campaign cleverly embodied the frustration and uncertainty of ending up with a parliament shaped by others’ votes, effectively putting the concept of political apathy “on a plate.” This creative approach capitalized on familiar sensory experiences to communicate the importance of voting, fostering a personal connection to civic responsibility within the Hospitality and Tourism sectors, while addressing Public Interest concerns. The campaign’s singular media asset delivered a strong, memorable message that resonated with the audience, encouraging them to actively choose rather than passively accept unintended outcomes. Crafted under the creative direction of Angel Iskrev, the #choosetovote initiative stands as a case study in innovative, emotionally engaging communication that bridges everyday choices with larger societal impacts. To stay updated with more thought-provoking campaigns like this, audiences are invited to follow the brand and agency across social platforms including Facebook, Twitter, Instagram, LinkedIn, and Behance.

Credits

Client

Skapto

Agency

proof., Sofia, Bulgaria

Campaign Proposition

The #choosetovote campaign by Skapto leverages the brand’s signature product—a burger—to deliver a compelling, socially relevant message about the consequences of electoral disengagement. By introducing the “I can’t choose” burger, Skapto symbolically represents the unpredictability and dissatisfaction that arise from abstaining in elections, equating political indecision with an unappealing, random meal. This fusion of food and civic responsibility embodies the brand proposition: encouraging active participation in democracy by demonstrating the tangible impact of choice, or lack thereof, through a familiar and relatable medium. From a market strategy perspective, the campaign taps into the cultural and emotional landscape surrounding voting behavior in Bulgaria, particularly targeting voters who may feel apathetic or conflicted about their options. The insight—that choosing not to vote results in an undesirable, random political outcome—is dramatized creatively by making this “randomness” physically visible and consumable. This narrative approach not only personalizes a typically abstract concept but also integrates the brand’s identity within a broader public interest dialogue, connecting hospitality and civic engagement. By aligning a hospitality brand with a public interest message, the campaign seeks to engage a diverse audience, blending leisure consumption with social consciousness. The use of integrated media and social platforms furthers visibility and encourages reflection on civic duty, positioning Skapto as a culturally attuned brand that transcends traditional product advertising.

Creative Device

FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally. This campaign uses Skapto’s “I can’t choose” burger as a symbolic device to represent the consequences of voter apathy: when you don’t make a choice, you leave the outcome to random chance. Rather than showing literal depictions of the problem or narrating a conventional story, the campaign cleverly puts the undesirable randomness of not voting “on a plate.” The burger is an analogy for the randomness of a parliament when citizens abstain from choosing. This metaphorical approach precisely matches Format #3, SYMBOLIZE THE PROBLEM, as the central creative technique.