Make Me Prime Minister is a new reality show from Channel 4 which invites ordinary people to compete to take on the role of running the country. We needed a launch that would create noise, help people understand the format - giving normal people the power of the premiership - and make the sometimes dull and distant world of politics feel exciting. It was to be a UK wide campaign.

The fact is, everyone has an idea of what they’d do if they ran the country. So we created a 360 campaign that showed what the world would look like if the ideas thought up by regular people actually happened. We ran official-looking digitally animated posters, inspired by the UK Gov. branding, that displayed a series of provocative new laws. For one of our policies ‘All drugs are legal from midnight’, was brought to life further… We built a vending machine stocking a range of high quality ‘narcotics’. Weed, Ketamin, LSD all seemingly available with a few quick taps. We took our campaign colours through into eye-catching ‘government approved’ pharmaceutical packaging and the frontage of a store in East London. Our ‘official’ drug dispensary stunt drew crowds as well as plenty of media attention.

The packaging design took inspiration from the minimal, authoritative visual language of Government communications and the sterile tropes of pharmaceutical goods. We then subverted this by using three neon colours which nodded more towards the worlds of rave culture and dance. This was applied across boxes of Ketamin and cocaine tablets, bottles of MDMA and speed pills, packets of LSD tabs and resealable pouches of weed. This official-yet-underground look forced people to do a double take, which we pushed further with our own official seal of approval – we commissioned award winning graphic artist Peter Horridge to redesign the 10 Downing Street Royal Coat of Arms to more accurately reflect modern Britain.

Initial signs are that our activation brought the series to life in a totally fresh and immersive way for a huge proportion of our audience. We utilised a partnership with Joe Media to bring the show to a broader audience, attracting 3.1 million views with our campaign.