| Title | MAGPAREHISTROKA (REGISTERTOVOTE.COM) |
| Brand | COMMISSION ON ELECTIONS |
| Product / Service | MAGPAREHISTROKA (REGISTERTOVOTE.COM) |
| Category | A02. Digital Illustration |
| Entrant | MULLENLOWE TREYNA Makati City, THE PHILIPPINES |
| Idea Creation | MULLENLOWE TREYNA Makati City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Leigh Reyes | MullenLowe Treyna | Chairman Emeritus and Chief Product Officer |
| Abi Aquino | MullenLowe Treyna | Chief Creative Officer |
| Roman Olivarez | MullenLowe Treyna | Deputy Chief Creative Officer |
| Mylo de Borja | MullenLowe Treyna | Creative Lead |
| Sajid Guerrero | MullenLowe Treyna | Concept team |
| Chinny Basinang | MullenLowe Treyna | Illustrator/Designer |
| Julian Bato | MullenLowe Treyna | Concept team/Copywriter |
| Issa Villaverde | MullenLowe Treyna | Copywriter |
| Ernie Angeles | MullenLowe Treyna | Copywriter |
| Marvin Sanchez | MullenLowe Treyna | Copywriter |
| Hannah Santos | MullenLowe Treyna | Copywriter |
| Niel Esteban | MullenLowe Treyna | Concept team |
| Eduardo Cruz | MullenLowe Treyna | Copywriter |
| Melissa Jimenez | MullenLowe Treyna | Deputy Client Services Director |
| Patricia Juat-Cruz | MullenLowe Treyna | Management Supervisor |
| Stephanie Joy Velasco | MullenLowe Treyna | Sr. Business Manager |
| Raffy Bariso | MullenLowe Treyna | Executive Director, Technology and Platforms Services |
| Brian Tenedero | MullenLowe Treyna | Content and Platforms Manager |
| Elle Manao | MullenLowe Treyna | Digital Media Manager |
| Marge Galvez | MullenLowe Treyna | Digital Producer |
| Jhon Louie Cruz | MullenLowe Treyna | Front-end developer |
| Gerald Lim | MullenLowe Treyna | Business Unit Director |
| Tricia Kiocho | MullenLowe Treyna | PR Services Director |
| Erwin De Leon | MullenLowe Treyna | PR Head of Content |
| AJ delas Alas | MullenLowe Treyna | PR Writer |
| Anndy Alarcon | MullenLowe Treyna | Media Relations Manager |
| Viboy Palillo | MullenLowe Treyna | Director of Brand Planning |
| Reena Robles | MullenLowe Treyna | Sr. Brand Planner |
The 2022 Philippine presidential elections is shaping up to be one of the most critical in the country's history. Philippine Commission on Elections (COMELEC) wanted to encourage as many as people as possible – especially youths – to register to vote. Using behavioral science learnings, we created magparehistroka.com, a website designed to overcome the critical barriers of the country’s time-consuming and inefficient system of analog voter registration. With its edgy and quirky visual illustrations, the website struck a chord among the youth that the COMELEC is courting – achieving a 300% increase in new voter registrations vs 2016 elections, X number of unique visitors, and garnering USD400,000 in PR value.
We realized that the website should not only be easy to use, we also needed to make the experience fun so younger users won’t drop from the experience. How? We transformed voter registration into something lighter and digestible. We guilt-tripped users into completing the journey by calling on the ghosts of Philippine national heroes – the martyrs who sacrificed everything for Filipinos. The site employed an animated comics style, where our dead heroes alternately guided and reminded users that registering to vote is relatively easy, compared to being a hero.