Case Study
“2025 Federal Election”
CLIENT: Australian Labor Party
After a resounding result in 2022, Campaign Edge was once again appointed as Labor’s lead creative agency for the Federal Election.
By January 2025, the landscape looked a little challenging. Every poll had the Coalition ahead on two-party preferred, with Peter Dutton level as preferred prime minister. We knew the campaign had to sharpen the choice for voters.
Our first task was to showcase Labor’s plan for Australia’s future —
building on the foundations of its first term.
From there, we drew a clear line to the risks of a Dutton Government.
We created the “He Cuts, You Pay” campaign which crystallised a broader contrast-frame:
cost-of-living relief under Labor vs risk of service cuts under a Dutton Coalition.
Lots of these…
…and LOTS of these…
The Australian Financial Review described them as “the political attack ads that changed voters’ minds about Dutton.”
The Result?
Lots and lots and lots of these.
The result was historic: Labor secured a second majority government and achieved its biggest federal victory since 1943. Peter Dutton even lost his own seat.
