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

More like this

#iamAUT - Austrian National Tourist Board | Clapboard Ad Archive

The #iamAUT campaign launched in 2024 by the Austrian National Tourist Board, in collaboration with Wien Nord Serviceplan, offers a compelling response to the rising social media burnout that affects not only influencers but also everyday users. By inviting prominent European influencers such as xLaeta, Giulia Lamarca, Polina Burashnikova, and Jitka Novackova to experience genuine, offline vacations in picturesque Austrian locales like Salzburg, Schladming, Seefeld, and Lake Traunsee, the initiative flips traditional influencer marketing on its head. These influencers were encouraged to disconnect from their social media duties, handing over their channels to local Austrians—dubbed AUTfluencers—who shared authentic insights into the rich tapestry of Austrian culture and daily life. This role reversal not only allowed the influencers to engage deeply with the Austrian lifestyle without the pressures of content creation but also provided their substantial follower bases with unfiltered glimpses into the country's unique offerings. The campaign's core message emphasizes the importance of mental well-being in an increasingly digital world, advocating for real experiences over curated online personas. With over 25 million views and more than 100 applications from influencers eager to partake in this unique offline experience, the #iamAUT initiative resonates strongly with the growing desire for digital detoxes. Clapboard rates this campaign 78/100. The initiative signals a significant shift in how influencer collaborations can be structured, demonstrating that authenticity and local charm can be prioritized over the conventional expectations of social media engagement.

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.

fake vacation - Restplatzboerse | Clapboard Ad Archive

Restplatzboerse’s 2023 fake vacation campaign, created by Traktor Werbeagentur for the German travel and tourism market, confronts the widespread consumer frustration with superficial, unfulfilling breaks by urging audiences to abandon the pretense of vacationing and instead book authentic holidays. Anchored by the evocative title Strand statt Baustelle - Zeit für echten Urlaub (Beach instead of construction site – time for a real vacation), the campaign leverages a clear problem-solution narrative that sits squarely in Clapboard’s FORMAT#2—Show the Problem creative approach, highlighting the dull reality of staycations or interrupted leisure masked as holidays against the genuine relaxation offered by real travel. Restplatzboerse positions itself as the practical enabler of meaningful escapes, offering accessible and affordable deals that translate desire into tangible experiences, tapping into the post-pandemic zeitgeist where travelers are weary of compromised breaks and crave true rejuvenation. The campaign’s integrated media execution across three assets employs relatable scenarios that expose the emotional disconnect of fake vacations, such as enduring home renovations or mundane routines, and contrasts these with the allure of a beach getaway, thereby activating the audience’s self-recognition and motivating a shift from passive fantasy to active booking. By focusing on German travelers’ cultural sensibilities and emphasizing immediacy and authenticity, the campaign differentiates Restplatzboerse in a crowded market dominated by players like TUI, Thomas Cook, Expedia, Check24 Reisen, and FTI Group, each with their own distinct positioning ranging from sustainability to heritage, technology, price comparison, and personalization. With content delivered exclusively in German and garnering over 392,000 views, the campaign’s reach underscores the resonance of its message despite the absence of interactive engagement, suggesting a communication style that relies on visual impact and direct calls to action rather than dialogue. Clapboard rates this campaign 63/100 in its global creative archive. This campaign matters because it demonstrates how travel brands can cut through post-pandemic travel fatigue by confronting audiences with their own inauthentic holiday behaviors and offering a straightforward, emotionally grounded solution that reasserts the value of genuine leisure.

The Best Bits of Burgenland - Burgenland Tourism Board | Clapboard Ad Archive — archive collection thumbnail

The Best Bits of Burgenland - Burgenland Tourism Board | Clapboard Ad Archive

The Best Bits of Burgenland campaign from Burgenland Tourism Board, developed by Wien Nord Serviceplan, exemplifies how modern destination marketing can fuse epicurean sensibility with high art direction to elevate regional distinctiveness in a crowded travel and leisure market. In 2023, the initiative returned for a second season with celebrated Austrian actor Nicholas Ofczarek as brand ambassador, reaffirming a cast-driven strategy that Clapboard’s 12-format taxonomy classifies as FORMAT#8—Ongoing Characters or Celebrities, leveraging the familiar face and persona of Ofczarek to crystallize brand recall across audiences accustomed to narrative continuity in brand communications. Set across four tightly-crafted, 25-second cinematic spots and a director’s cut, the campaign deploys a painterly visual language—referencing both the bacchanalian opulence of old master paintings and the sweeping landscapes of Burgenland's north, center, and south—to recast food and wine experiences as compositions of cultural and sensory seduction. The creative decision to foreground the region’s vineyards, the endless horizon of Lake Neusiedl, and its distinct culinary scenes produces a sensory tapestry, moving beyond generic destination showcases and into the realm of immersive, aspirational storytelling. Unlike neighboring Austrian regions that lean on superlative positioning—Vienna’s cosmopolitan glamour, Tyrol’s alpine luxury, Styria’s green credentials, Carinthia’s lakeside relaxation—Burgenland, with agency direction, roots its appeal in a cinematic narrative where indulgence, authenticity, and landscape merge. The consistent use of a renowned ambassador guides travelers through experiences with a warmth and depth that transcends mere recommendation, capturing contemporary travelers’ appetite for authenticity and story-rich journeys. Rather than relying on hard-sell destination tropes or activity-driven collages, the campaign’s integration across film and digital ensures flexibility and resonance in a media environment where brevity and visual impact are paramount. Clapboard rates this 63/100. This campaign matters because it demonstrates how editorial confidence, cohesive brand storytelling, and an anchored creative format can carve lasting emotional association for travel brands that must compete across both physical and digital realms.

Everywhere We Go - British Airways | Clapboard Ad Archive — archive collection thumbnail

Everywhere We Go - British Airways | Clapboard Ad Archive

British Airways’ 2024 Everywhere We Go campaign, crafted by Uncommon Creative Studio, advances the airline’s A British Original positioning by framing travel as a catalyst for life-defining moments rather than mere transit. The campaign’s narrative centers on a baby’s first journey with British Airways, using this intimate perspective to explore the formative impact travel has on shaping future experiences and personal identity. This story-driven approach, which Clapboard categorizes as FORMAT#6 BENEFIT CAUSES STORY, positions the product benefit—enabling transformative journeys—as the emotional core that propels the narrative forward. The campaign’s execution employs a carefully curated acoustic soundtrack by Saint Saviour, whose subtle vocals and instrumentation evoke nostalgia and emotional resonance, enhancing the visual storytelling helmed by a celebrated director. Strategically debuting during a high-profile Gogglebox commercial break, the campaign targets a UK audience attuned to British culture and shared experiences, maximizing viewer engagement through prime-time exposure. British Airways’ employees feature prominently across both the television and out-of-home executions, reinforcing the brand’s human dimension and cultivating trust through authentic representation. This integrated campaign, situated within the transport and travel sector, leverages emotive storytelling and audiovisual craftsmanship to differentiate British Airways in a competitive landscape increasingly driven by experience and connection. The campaign’s focus on the transformative power of travel aligns with broader industry trends emphasizing emotional engagement and personal relevance over transactional messaging. British Airways invites its audience to see travel as a series of original experiences that collectively define who we become, embodying a culturally rooted, human-first approach to brand communication. The campaign earns 74/100 in Clapboard’s global creative archive. This campaign matters to the industry because it demonstrates how travel brands can deepen emotional bonds by positioning their service as an enabler of future possibilities rather than just a mode of transport.

The Green Billboard - Transavia Airlines | Clapboard Ad Archive — archive collection thumbnail

The Green Billboard - Transavia Airlines | Clapboard Ad Archive

Transavia Airlines’ 2019 campaign The Green Billboard, developed by Havas for the French travel and leisure market, turns an overlooked advertising challenge into a bold demonstration of brand identity and media ingenuity. During holiday periods in France, 15 percent of billboard inventory remains unsold and is typically concealed with plain green paper—an uninspired placeholder that coincidentally matches Transavia’s signature green. Recognizing this unique opportunity, the airline hijacked these dormant green spaces by showcasing real-time user-generated content from its Instagram handle @transaviafr directly on the billboards. This approach transformed passive, wasted media into a vibrant, interactive platform that amplified Transavia’s presence as the low-cost subsidiary of Air France KLM while fostering genuine consumer engagement. By leveraging the brand’s distinctive color as a visual anchor, the campaign exemplifies what Clapboard’s FORMAT#11—Unique Personality Property—identifies as a strategy that capitalizes on an exclusive brand asset to carve out unmistakable recognition in a cluttered marketplace. Rather than relying on traditional advertising narratives or symbolic storytelling, The Green Billboard redefines media utility through clever contextual alignment, turning a mundane commercial constraint into an asset that embodies resourcefulness and community participation. This integrated campaign not only maximized visibility during a typically slow advertising window but also reframed the role of out-of-home media by inviting public interaction, thereby generating organic momentum and social buzz. Clapboard rates this campaign 76/100. The Green Billboard matters to the industry because it reveals how brands in transport and travel can repurpose existing media infrastructure with minimal cost to create dynamic, culturally resonant touchpoints that deepen consumer connection while reinforcing brand distinctiveness.

IT’S OBVIOUS! - ALL | Clapboard Ad Archive — archive collection thumbnail

IT’S OBVIOUS! - ALL | Clapboard Ad Archive

The IT’S OBVIOUS! campaign for ALL.com, the Accor Group’s booking platform and loyalty program, launched in 2023 by Ogilvy Paris, asserts the platform as the clear and effortless choice for hotel bookings in a fiercely competitive travel and tourism market. This integrated campaign leverages the insight that travelers want to maximize their enjoyment during stays rather than waste time navigating complicated booking processes or scouring multiple sites for the best deals. ALL.com’s unique selling point lies in its comprehensive portfolio of over 40 Accor hotel brands consolidated on a single platform that guarantees the best price alongside exclusive, personalized advantages and services. The creative approach is direct, light, and offbeat, introducing a fresh tone that breaks from conventional travel marketing by emphasizing simplicity and the naturalness of choosing ALL.com. Directed by the distinctive visual style of a renowned Belgian photographer and filmmaker, the campaign visually reinforces this message across all channels within the ALL network and Accor’s broader brand ecosystem. What Clapboard’s taxonomy would classify as FORMAT#2—SHOW THE PROBLEM frames the narrative around the universal pain point of booking complexity and positions ALL.com as the straightforward, obvious solution without resorting to symbolic storytelling or direct competitive contrasts. This clarity of communication aligns with the expectations of digitally savvy travelers who demand ease, transparency, and value in their online booking experiences. The campaign’s omnichannel execution underscores ALL.com’s positioning as a trusted, customer-centric platform that cuts through market noise by offering the best destinations at the best prices with best-in-class service. Clapboard rates this campaign 61/100. This campaign matters to the industry because it demonstrates how travel brands can reclaim consumer trust and preference through a candid acknowledgment of common frustrations while delivering a singular, uncomplicated booking experience that resonates in a cluttered digital marketplace.

In one elevator with Sherlock and Dracula - PocketBook | Clapboard Ad Archive — archive collection thumbnail

In one elevator with Sherlock and Dracula - PocketBook | Clapboard Ad Archive

PocketBook’s 2019 digital campaign In one elevator with Sherlock and Dracula, created by Moon Studio for the Ukrainian market, boldly redefines the e-reader category by merging classic literature with cutting-edge immersive technology in a way that transforms reading into an epic, interactive adventure. This campaign situates the PocketBook device not merely as a medium for consuming text but as a portal into a hyper-stylized, genre-blending narrative where timeless characters such as Sherlock Holmes, Dracula, the Snow Queen, and the Headless Horseman collide within the confined, vintage space of an elevator. The storyline unfolds as Sherlock steps into this elevator, unwittingly entering a vortex of escalating conflict with Professor Moriarty foreshadowing menace, and viewers are drawn into a visceral battle of good versus evil rendered through high-caliber visual effects and professional stunt work. Delivered as a 360-degree video experience on YouTube in stunning 4K resolution, this campaign situates the audience at the center of the action, encouraging active engagement rather than passive viewing and leveraging the immersive potential of VR-inspired digital storytelling to appeal to tech-savvy readers who crave dynamic content. The production scale underscores the ambition behind the campaign, with over 50 professionals, multiple custom-built sets, extensive filming hours, and seven actors contributing to a seamless fusion of literary homage and blockbuster spectacle. By appropriating and parodying popular culture’s epic fight tropes and iconic literary figures, PocketBook adopts what Clapboard’s taxonomy classifies as FORMAT#12—Parody or Borrowed Format, using familiar narrative devices to dramatize the product’s ability to unlock worlds beyond the page. The campaign’s distribution strategy, including targeted social media amplification on Instagram and Facebook alongside its YouTube presence, ensured the brand’s elevated positioning within the Media and Recreation, Leisure category, reinforcing PocketBook’s image as an innovator in digital reading experiences. Clapboard rates this campaign 82/100. This campaign matters to the advertising industry because it demonstrates how leveraging immersive, multi-genre storytelling with iconic characters can redefine product categories by creating experiences that blend nostalgia with technological innovation, compelling brands in the leisure sector to rethink audience engagement in the digital age.

Meat Loaf Would Do Anything for Veg - Frankie & Benny's | Clapboard Ad Archive — archive collection thumbnail

Meat Loaf Would Do Anything for Veg - Frankie & Benny's | Clapboard Ad Archive

Meat Loaf Would Do Anything for Veg for Frankie & Benny’s, conceived by Lucky Generals in the United Kingdom in 2020, epitomizes the brand’s pivot toward menu diversity by irreverently fusing pop culture with a fresh food proposition. Central to the campaign’s creative thrust is the playful repurposing of singer Meat Loaf’s enduring persona and his legendary anthem, a move that winks at the tension between carnivorous tradition and the rising appetite for flexitarianism sweeping the leisure dining sector. Taking full advantage of what Clapboard’s creative taxonomy designates as FORMAT#8—Ongoing Characters or Celebrities, the film leverages instant recognition and a cultural shorthand that unites nostalgia with novelty, inviting diners to reconsider their expectations of a venue once synonymous with indulgent, classic fare. Where competitor brands like Zizzi have incorporated comprehensive vegan and vegetarian options to keep pace with shifting consumer habits, Frankie & Benny’s differentiates itself by making the vegetarian conversation mainstream and light, blending brand storytelling with an accessible, tongue-in-cheek sensibility that targets both loyalists and the curious. Instead of heavy-handed appeals, the campaign employs gentle parody, remixing familiar pop references to soften resistance among meat-first audiences while signaling to more health-conscious diners that the restaurant now welcomes their preferences. Lucky Generals’ handling maintains the campaign’s irreverent spirit and populist edge, balancing humor with a clear commercial imperative as leisure and recreation brands contend with an evolving competitive set and broader category convergence. Seat at the cultural table is earned by making the food values debate entertaining, timely, and inclusive, both by invoking Meat Loaf’s signature bravado and by gently ribbing the performative aspect of dietary change—will Meat Loaf really do anything for veg, or is there always a line? Stakes are kept light, but the brand message lands with clarity and wit, especially meaningful in a sector often split between worthiness and indulgence. This campaign earns a 64/100 in Clapboard’s global creative archive. Frankie & Benny’s initiative is a signal moment for casual dining, as it demonstrates that mainstream leisure brands can lead cultural conversation through deft humor, surprising casting, and an embrace of dietary diversity that feels both credible and contemporary.