In the run-up to local elections, Snapchat wanted to leverage their core products to elevate voices of diversity and encourage more young BAME people to vote.

We found a terrifying stat that the average coucillor is a 59 year old white male called Dave. So to drive home the true horror of underrepresentation in local government, we created a mock horror story ‘Day of the Daves’ – where the UK becomes over-run by ‘pale, stale and male’ councillors called Dave.

Dialling up the ridiculous to maximise entertainment and shareability, we use multiple Snapchat touchpoints to educate about the terrifyingly real situation. And to empower the change we want to see, this campaign puts Snapchatters right at the centre of the story – as the only way to defeat the Daves is to swipe up to register to vote.