Decision 2020
As the first spot within the Decision 2020 content calendar, this Election Primaries: 30 sets the voice and tone for the rest of the campaign. A campaign from Primaries to Election Day that threads the needle between the “on the ground” NBC election coverage team and the high-level emotional journey the nation is on, positioning NBC News as a trusted ally in this election.
The Challenge
We want to showcase to the American people that NBC understands what’s at stake and that understands what viewers are feeling. Americans are both more divided and more civically engaged than they have been in generations. At the same time, this unrelenting news environment have nearly 70% of Americans feeling “worn out” by the news. This “exhausted majority” struggles to balance this sense of overwhelm with a need to keep up.
The Idea
In an iconically graphic and minimalist approach that contrasts the feverish intensity of the newsscape, our story is told through the flag as a metaphor for the nation. We embrace our individuality and highlight the fundamental humanity that unites us. This visual motif became the backbone of the Decision 2020 Brand System.
