Yes puts the President of the Government of Graubünden on a BMX
With an unusual video stunt featuring District President Marcus Caduff, the Graubünden Cantonal Social Services Office has launched a campaign to promote youth participation. The campaign was implemented by Yes Creative Digital Marketing—and has been very well received by the target audience.
A recent video shows Marcus Caduff, President of the Graubünden Cantonal Government, riding a BMX—a scene that, while staged, was deliberately chosen. The initiative is part of the new «Youth and the Law» campaign, through which the cantonal social services office aims to encourage young people to participate in politics. The Chur-based agency Yes Creative Digital Marketing is responsible for the campaign’s design and implementation.
According to reports, the video garnered over 120,000 organic views in the first 48 hours after its release, accompanied by numerous comments and likes on social media. Meme sites, regional media outlets, and community platforms also picked up on the topic, according to the agency. The humorous production, in which Caduff appears as an athletic figure, served as a gateway to a serious cause: to motivate young people to actively participate in the political decision-making process.
At the heart of the campaign is the platform Gr.ch/youth. There, young people can submit ideas for a new Children and Youth Act, share their opinions, or sign up for workshops. The campaign was rolled out both digitally and in print—using social media ads and out-of-home (OOH) formats such as flyers and posters. For the video production, Yes collaborated with the Chur-based agency MovieMaint.
«Marcus Caduff’s appearance was a coup,» said the team at Yes Creative Digital Marketing. «It proves that politics can be accessible when communicated authentically. The viral momentum shows us just how much young people appreciate such unconventional formats.»
Responsible at Yes: Project Management, Concept – Shirin Luchsiner; Art Direction, Design – Dominik Kurmann; Text – Mena Dressler; Campaign Management – Erina Dvorak. Photography & Video Production: MovieMaint. Styling: Angie's Style.
