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© 2015 MORGADO DESIGN LLC

KANAWHA COUNTY DEMOCRATIC EXECUTIVE COMMITTEE /
"WE BUILT THIS TOWN"

OVERVIEW

When the Kanawha County Democratic Executive Committee wanted something different and memorable in the way of web and broadcast video, they hired Morgado Design to convey their vision. The Committee's mission was to highlight the Democratic Party's long-standing commitment and progress with regard to workplace safety in West Virginia over the years. They also wanted to highlight the most important element and focus of their efforts –the proud West Virginia worker. 

STRATEGY
The creative approach was to create something authentic, positive and especially warm. It was also important that the creative convey strength and feature the face of real, everyday, worker involved in the building trades in West Virginia. In addition, iconic and recognizable local architecture and landmarks were used in the intro and within the spot. Ultimately, the format allowed for these spots to be "localized" for other West Virginia locales in the future.

The video productions were also a springboard for a theme that Morgado Design and the Executive Committee developed, which was adopted for the overall campaign: "We Built This Town." The theme also allowed for the use of a memorable URL: WeBuiltThisTown.com and resolves with a bold, straightforward call-to-action: Vote for progress. Vote for the Future. Vote Democrat.

MEDIA
Web video, social media