Client
Michael Lee

Category
Advertising
Branding
Campaigns
Content
Strategy
Web Design
Video Production

Michael Lee

After the party’s defeat in the 2017 Provincial Election, Christy Clark resigned as leader of the BC Liberal Party. Michael Lee, a local lawyer, long-time community activist and newly-elected MLA for Vancouver-Langara, decided to make a run for the leadership. Proximis was engaged as the campaign’s primary creative vendor to provide communications and creative services starting in September of 2017. What started out as a routine engagement for a political client turned into an all-encompassing effort that set a new standard for modern, authentic, and impactful communications in BC.

Branding and Messaging

In consultation with the campaign’s communications committee, we designed the logo and brand guide for the campaign. The balance of red and blue was designed to show a coalition of federal Liberals and federal conservatives, while the subtle “chat bubble” reference implied a modern approach and a willingness to engage. We also helped distill the campaign’s core messages into online-friendly products. Notably, we drove the campaign’s “Broaden Our Appeal” message ad nauseam through an aggressive and focused multi-media effort.

Branding and Messaging

In consultation with the campaign’s communications committee, we designed the logo and brand guide for the campaign. The balance of red and blue was designed to show a coalition of federal Liberals and federal conservatives, while the subtle “chat bubble” reference implied a modern approach and a willingness to engage. We also helped distill the campaign’s core messages into online-friendly products. Notably, we drove the campaign’s “Broaden Our Appeal” message ad nauseam through an aggressive and focused multi-media effort.

Video Production

After a high bar was set with other vendors providing first-rate video services at launch and into October, Proximis took over video production services and produced over 20 distinct videos over a 3-month period. Our products ranged from 15-second hard-hitting commercials to multi-minute feature pieces, and have been roundly praised. Each is invibed with Proximis’ distinct energetic and direct style. Our work took us all over the lower mainland, as well as to Comox, Nanaimo, and Kelowna. 

Our penultimate spot, “Problem,” was the most talked-about product of any campaign team. In collaboration with campaign’s Youth Team, we produced a Nanaimo debate video that was shot (in Nanaimo) and edited (in Vancouver) all in one day – released at 11:30 pm that evening. It was also our unique honour to produce a very special endorsement video with former BC Liberal Leader Art Lee.

You can view our work compilation or select full-length spots on our Vimeo page.

Video Production

After a high bar was set with other vendors providing first-rate video services at launch and into October, Proximis took over video production services and produced over 20 distinct videos over a 3-month period. Our products ranged from 15-second hard-hitting commercials to multi-minute feature pieces, and have been roundly praised. Each is invibed with Proximis’ distinct energetic and direct style. Our work took us all over the lower mainland, as well as to Comox, Nanaimo, and Kelowna. Our penultimate spot, “Problem,” was the most talked-about product of any campaign team. In collaboration with campaign’s Youth Team, we produced a Nanaimo debate video that was shot (in Nanaimo) and edited (in Vancouver) all in one day – released at 11:30 pm that evening. It was also our unique honour to produce a very special endorsement video with former BC Liberal Leader Art Lee.

You can view our work compilation or select full-length spots on our Vimeo page.

Print Materials

We produced a range of print materials for the campaign, including hand signs, pop-up banners, postcards, rack cards, letters, mailers, and the official campaign platform document. We also produced designs and coordinated production for all of the campaign’s “swag” such as t-shirts, thunderstix, buttons, and pencils.

Print Materials

We produced a range of print materials for the campaign, including hand signs, pop-up banners, postcards, rack cards, letters, mailers, and the official campaign platform document. We also produced designs and coordinated production for all of the campaign’s “swag” such as t-shirts, thunderstix, buttons, and pencils.

Social Media and Online Advertising

We planned, produced, placed and managed content and advertising across Facebook, Twitter, Google Search, Google Display Network, Youtube, and Adroll. Using a mixture of advanced targeting and dynamic action-triggered audience funnels, our social and advertising strategy was designed to identify potential leadership race voters and then deliver to them an intensive mixture of ad products that reinforced the campaigns’ key messages and drove votes.

Social Media and Online Advertising

We planned, produced, placed and managed content and advertising across Facebook, Twitter, Google Search, Google Display Network, Youtube, and Adroll. Using a mixture of advanced targeting and dynamic action-triggered audience funnels, our social and advertising strategy was designed to identify potential leadership race voters and then deliver to them an intensive mixture of ad products that reinforced the campaigns’ key messages and drove votes.

Campaign Outcome

While ultimately unsuccessful in his bid to become leader, Michael Lee’s finish as a close-runner up established him as a leading voice in the modern BC Liberal Party. His campaign has roundly praised for its energy, inclusion, and message discipline and has been a major contributor to the BC Liberals’ efforts to modernize and widen their coalition. It was an honour for us to be part of such a distinctive and unique part of history.

Campaign Outcome

While ultimately unsuccessful in his bid to become leader, Michael Lee’s finish as a close-runner up established him as a leading voice in the modern BC Liberal Party. His campaign has roundly praised for its energy, inclusion, and message discipline and has been a major contributor to the BC Liberals’ efforts to modernize and widen their coalition. It was an honour for us to be part of such a distinctive and unique part of history.

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