Brief: Encourage more young people to vote in the upcoming election.
Problem: Young people are voting in the upcoming election, but the real issue is that they don't understand what they are voting for.
Solution: "Translate" politics into a more digestable language.
Execution: Create a spoof of Genius (a website and video series dedicated to explaining artist's lyrics) to explain political jargon, this runs on user generated content and visitors can vote for different definitions. This website will be promoted through eye catching posters in public spaces which aim to capture passby's curiosity. Alongside that, release a customisable profile picture filter. The whole campaign will be linked together with #iampoliticalgenius