May Brief


Judge:

Jason Gaboriau, Vice President / Executive Creative Director, CP+B

Category:

Design

Released:

May 1, 2014

Submission Deadline:

May 31, 2014

 

 

Assignment: Recruit people under 30 to join the Republican Party

Problem: Everyone thinks Millennials will change the world, but how can that happen when they don't have a say in the rules that are made and the way that we're governed? For a generation who wants more freedom and control, they're not doing too much to get involved. The Republican Party is under represented by Millennials. This demographic is more interested in forging their own path than associating with an old and outdated establishment. They are relatively unattached to organized politics and religion. If they do choose an alliance, it's skewed heavily liberal and they largely vote Democratic.

Question: How do we rethink the Republican Party for an audience who has a growing distrust about institutions in America and is cynical about politics?

Pew Stat:

Pew Research Center surveys show that half of Millennials (50%) now describe themselves as political independents and about three-in-ten (29%) say they are not affiliated with any religion. These are at or near the highest levels of political and religious disaffiliation recorded for any generation in the quarter-century that the Pew Research Center has been polling on these topics.

At the same time, however, Millennials stand out for voting heavily Democratic and for liberal views on many political and social issues, ranging from a belief in an activist government to support for same-sex marriage and marijuana legalization. 


About Jason Gaboriau

Jason leads the creative department in CP+B’s Los Angeles office alongside Co-ECD Sue Anderson. Since Jason joined CP+B LA a little more than two years ago, it has grown from a small agency outpost to a full-service office with over 100 staffers creating work for Old Navy, Grey Poupon, vitaminwater, Netflix, Boys and Girls Club of America and Microsoft. Work on these accounts has won at One Show, One Show Interactive, the Clios and D&AD, and been featured on ABC World News, Good Morning America, The Wall Street Journal, The New York Times, Esquire, E! News, The Today Show, Saturday Night Live, and The Washington Post, among others.

Prior to joining CP+B, Jason was co-founder and executive creative director at Amalgamated, where he built an impressive roster of clients including Ben & Jerry's, Coca-Cola, New Belgium Brewery, Court TV and Svedka vodka. His work with the agency was once described as "the best viral marketing New York has ever seen".