Local politician Gijs Degrande asked us to come up with an idea that would leave an impression with his potential voters. As a company who creates and directs campaigns for products and companies, we had a pretty good idea how to activate his potential "customers". As the spearhead of his campaign is the struggle of the middleclass family, combining work and family, we had to illustrate the importance of the working families and their contribution to the economy. We also had to illustrate how governement taxes weigh hard on entrepreneurs who provide work for those people. And last but not least the high prices of housing leaving no room for young families to save for their future.

The idea was forming in my head as i got various data from Gijs. The key was combining all that data from different sources and linking it together. The beauty about this, it is all factual data who is well documented and proven. They can't blame him for lying as they tend to do with politicians.

After receiving numerous quotations on printing and folding the infographic to a DIN A6 we got the final dimensions for the infographic. The idea was situating an average family within the working force in Belgium, what do they earn, how much taxes to they pay and how do they spend their money. Only to conclude they work hard and get little.

The result was highly appreciated even by the party administration. A lot of people didn't even realise it was a publication of only 7000 pieces. The impact of the infographic was high and got a lot of attention. As it is with all elections, it was even critisized by some people, as it was leaving out the single parent families. A argument well taken care of by Gijs as he stated a single parent family is also a family.

Some people say its better to remain neutral as a company. We say to them: "Advertising a product is about letting other people buy it, that doesn't mean we have to."