At the core of a democratic society are its citizens actively demanding and working for a better future. And in the digital world we live today, using online platforms brings us one step closer to active participation in decision-making, especially among the youth.
Such is Anibar’s “Virtual Assembly,” which allows young people between 16-29 years old to express their needs and concerns and collaborate with their leaders to foster effective solutions.
A much-needed platform in Kosovo needed our help to spread the word. Our goal was to create an animated video that incentivizes youth to become active citizens through the Virtual Assembly platform. As our designer brains scrambled with ideas, we put Gen Zers as the centerpiece of our video.
How do you explain something to a Gen Z without losing their attention? You gamify the experience. That was at the core of our creative direction for this video.
Following a problem-solution approach, we used real-life problems, such as car traffic and trashed public spaces, while showing them they could be part of the change using the platform. To appeal to younger generations, we designed modern, abstract characters that make active citizenship appear as the cool thing to do.
To strengthen the impact, we used frame-by-frame sequences combined with motion and a color palette harmonious with character movements. The result was a 90 seconds video that informed young people why they need to be active citizens and how to become one.