Manifesting the value of a single vote
Aligned with a 40.1% increase in votes vs. the previous election
Challenge
In the final days before the 2010 Swedish general election, a significant portion of the electorate remained undecided. Estimates suggested that as many as 15% of voters had not yet committed to a party.
For Miljöpartiet de gröna, the challenge was not awareness but activation. The party needed to demonstrate that individual votes could produce tangible political impact, particularly within a proportional electoral system where marginal gains translate directly into parliamentary representation.
The final day of campaigning represented the last opportunity to influence these voters in a crowded media environment.
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Solution
A print takeover was executed on the final day before the election using a front-and-back cover wrap followed by a full-page ad.
The concept translated voting power into a physical metaphor: the campaign visualized votes as sculptural bills emerging from paper. Renowned paper artist Su Blackwell created intricate paper sculptures where ballots appeared to rise from the page, transforming a flat surface into a three-dimensional expression of democratic agency.
This tactile aesthetic contrasted with conventional political advertising. Instead of persuasion through slogans, the piece demonstrated how individual votes accumulate and take form collectively.
The placement — cover wraps and full-page print — ensured maximum visibility on the final campaign day, reinforcing the immediacy of the message: a single vote can materially change the outcome.
Outcome
In the subsequent election, Miljöpartiet de gröna achieved its strongest result to date – receiving 7.34% of the national vote, representing a 40.1% increase compared to the 2006 election and securing continued representation in the Riksdag. The campaign contributed to the party’s final mobilization effort during a critical decision window for undecided voters.
Role
Concept development and campaign execution for the final-day print takeover, including the collaboration with paper artist Su Blackwell to translate the political message into a tactile visual expression.
Client: Miljöpartiet
Agency: Locomotiv
Artist: Su Blackwell
