Myclimate celebrates the climate law yes
Myclimate, with the support of Jung von Matt Limmat, made a contribution to the "Yes" vote on the climate bill with a screen installation featuring Putin's likeness, which also became an official voting envelope drop-off point thanks to an integrated mailbox. The joy at Myclimate is great.
Myclimate's goal was as simple as it was clear: The voters should say yes to the climate law on Sunday. To ensure that the result of the vote on the CO2 law two years earlier was not repeated - a "yes" vote was predicted then, but the law narrowly failed at the ballot box - the campaign developed by Jung von Matt Limmat was based on three central insights from that very vote (Werbewoche.ch reported).
Success with the right learnings
First, the young, urban, potentially "yes" voters were to be better mobilized. Secondly, the middle-class voters had to be convinced: two out of three FDP voters: inside had still voted No in 2021 - despite the party's Yes slogan. And thirdly, it was necessary to emotionalize instead of inform.
To encourage young people from the cities to cast their ballots, Jung von Matt Limmat created a screen installation with Putin's face and an integrated mailbox. When the ballot paper was inserted, a sensor triggered an animation showing Putin with a red head, gasping for breath. The sequence was filmed with a double of Putin and then tailored even more precisely to the Russian president's physiognomic features using deepfake AI. Voting was thus transformed into an interactive experience using gamification. At the same time, all passers-by pulled out their smartphones and the oversized logo on the carpet spread the message #putinyourvote rapidly via social media channels, direct messages and Whatsapp.
Civic voters were addressed in that the campaign did not focus on the topic of climate protection, as is usually the case for Myclimate, but on the fact that the Swiss business location would be supported with the acceptance of the law.
Emotional reactions
The fact that the campaign not only informed but also emotionalized was demonstrated, among other things, on the second morning of the campaign: around 10:30 a.m., a Putin sympathizer attacked the screen with a hammer and destroyed the security pane and LED modules, which were replaced the same day.
On the evening of the second day of the campaign, federal government reacted: The head of DETEC, Federal Councillor Albert Rösti, intervened with Swiss Post. Until then, the Swiss Post had provided Myclimate with a mailbox as a logistics partner, but was never part of the campaign. As a result of the Federal Council's intervention, the #putinyourvote campaign was set up in Bern and Geneva without a letterbox. Instead, two signs showed the way to the nearest mailboxes.
With the campaign #putinyourvote, Myclimate was able to significantly influence the discussion about the climate law in the media for one week. Not only the press reacted to the campaign realized by Jung von Matt Limmat, but also political celebrities like Mattea Meyer and Cédric Wermuth, Fabian Molina and Katharina Prelicz-Huber shared the action on their social media channels.
After intense weeks, Myclimate achieved its goal: The climate bill was approved on election Sunday with an approval rate of 59 percent.
Parties involved: Myclimate, Jung von Matt Limmat (concept, campaign, PR), Analogdigital.tv (animation), Jeff (overall responsibility screen installation/event), Metall Werk Zürich (steel special construction), Lang Baranday (screen/sensor technology).