The challenge was to deliver an unquestionably positive campaign with an underlying message that would resonate with people dissatisfied with the Chavez government.

The thumbprint was a symbol of what every Venezuelan who wanted to vote against Chavez feared—being found out and punished for what they believed in. So we decided to take that symbol of fear and reclaim it, by flooding it with optimism and patriotism and thereby transforming it.

Voter turnout was over 80%, the highest in decades. And while Chavez was re-elected, it was his most closely contested election ever. In 2012 Chavez won by 9% points. In 2006, the previous election, he won by 26%. Certainly this campaign played one small part in the change happening in Venezuela, but not an insignificant one.