OneCity Vancouver

Following Christine Boyle’s election to the BC Legislature in October 2024, Vancouver City Council held a by-election in April 2025. Creative Director Robin Wilde was asked to lead creative efforts for OneCity, a major progressive municipal party, and their candidate Lucy Maloney, including producing digital ads, designing a campaign brand identity, multiple pieces of print campaign material, and SkyTrain ads. Lucy was elected with over 34,000 votes, a major victory over the incumbent ABC party.

I was also responsible for developing our advertising strategy for digital platforms, and created a number of target segments of Vancouver voters based on the demographics and interest groups most likely to be winnable for OneCity.

GOTV Video Content

Robin worked to edit digital video content (filmed by videographer Geoff Lister) for ads shared with voters in the closing days of the by-election, aiming to motivate turnout among identified supporters and friendly demographics. We delivered several hundred thousand ads using a limited budget over a four week short campaign.

Motion Graphics

Robin produced a series of short motion graphics ads highlighting the distinction between OneCity and the incumbent ABC party, focused on issues of integrity and housing. These were produced in Adobe After Effects and formed part of the GOTV drive, being distributed through digital channels.

Print Design

Robin was responsible for designing direct mail and hand-delivered flyers for the election campaign, building on the established OneCity brand to create a unique look and feel around Lucy Maloney’s campaign.

SkyTrain Ads

As well as smaller format print pieces, Robin was responsible for designing large-format ads displayed at SkyTrain stations across the city. The OneCity voting base is heavily represented amongst transit users, making this an effective way to mobilise supporters.

Multilingual Content

Robin worked to produce content in the Chinese language to help reach a wider range of voters – an interesting challenge since he doesn’t speak Chinese. Part of the challenge was designing content to stay within the brand guidelines given limitations on fonts.

Programmatic Ads

As well as social media ads, OneCity placed ads in widely-read publications ahead of the vote, using a programmatic ad network. Robin was responsible for producing ads to a range of different formats and size limits to fit these slots.

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Client: OneCity Vancouver

Project Date: 2025