The Alberta Union of Provincial Employees (AUPE) wanted to communicate their vision for an equitable working relationship with the Alberta government. Through the Alberta Way platform, we aligned AUPE's values with those of Albertans – honesty, hard work, transparency and accountability – virtues sometimes absent in Alberta's politicians.
To launch the campaign, we took to web and introduced our campaign spokesperson, Alberta-born comedian and actor, Albert Howell.
Historically, Albertans aren't very involved in provincial politics. The spots below reminded Albertans about major election issues and encouraged them to get engaged.
And it worked! The sitting government quietly asked AUPE to pull the ads only 2 weeks after going to air. And mere months later, Albertans chose a brand new political regime after 44 years of near one-party rule.