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ANDY Awards

Creative Award
New York, United States
Jewish Council for Education and Research - "The Great Schlep" by ANDY Awards 2009

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TitleThe Great Schlep
Agency
Campaign The Great Schlep
Advertiser Jewish Council for Education & Research
Brand Jewish Council for Education and Research
PostedMarch 2011
Business Sector Institutional/Public Interest/Non-Profit Org.
Media Type Case Study
AI Description "The Great Schlep" is a campaign ad by the Jewish Council for Education and Research, crafted by agency Droga5 in 2011. The video emphasizes the critical role of Jewish voters in Florida during the presidential elections. It opens with news footage showing historical election outcomes, focusing on the significance of the Florida vote. Interspersed are clips from news anchors and political commentators highlighting the challenges and misinformation facing voters. The campaign, infused with humor by comedian Sarah Silverman, revolves around encouraging grandchildren to travel to Florida to persuade their grandparents to vote for Barack Obama. The video details a grassroots movement leveraging social media and websites to connect two generations. Key messages portray the effort to educate elderly Jewish voters about Obama's policies. The campaign gained significant media traction, with mentions across major outlets and websites, and significantly influenced the election outcome in Florida.