Last weekend, our client sp.a launched its 2012 campaign for the communal and provincial elections. The campaign concept and the campaign contents, the party point of view, intertwine: sp.a chose not to use a national campaign headline, because of the specific needs of every town or city. The campaign is entirely focused on the local candidate. The creative concept emphasizes this by referring to the "social" network. Graphically, the candidates are juxtaposed and presented as close to the elector, with their locally selected campaign themes amidst them. More on the campaign will be revealed during the months to follow, and on our website. Check out the summary of Bruno Tobback's launch speech through this link. All national media (VRT, Knack, VTM, De Standaard and many more) covered the event. We supported the launch speech with a flash application showing all theme slogans (to be adapted locally), the theme icons (or "sp.apps") and the candidates in the campaign photography style; natural and close to the consumer. All attendees to the congress day were photographed as they arrived, their pictures appearing in the "social network grid" merely an hour later. The local campaigns will start-up as of now, implementing the tools and the concept as created by Gutzandglory.

Gutzandglory  set up an elaborate campaign manual for the 2012 elections, with template applications for each town and throughout different media, including the activation and pre-campaigning for the different communal party subdivisions.