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X-UP CASE STUDY

A troubling social experiment

Two TV spots + earned media

Co-Creative Directors: Michael Franzini, Tim Roper & Alex Bogusky

THE CHALLENGE

Rock the Vote gave us a mission: get young people in LA to think about discrimination, rather than passively accepting it as part of the social landscape.

Although the cuts below show people objecting to the unjust arbitrary rules we imposed, the disturbing reality was that nearly everyone who was not directly affected by the rules kept quiet—and many who were affected also said nothing.