Crikey.com.au has election promises #setinstone in a new campaign via Leo Burnett, Melbourne
Election promises are made to win elections, but are typically forgotten afterwards. In the lead up to the Victorian State election this Saturday (tomorrow), Crikey.com.au has engaged Leo Burnett Melbourne to ensure the promises made by both major parties are harder to break.
Over the last few days, eight key election promises from both Labor and the Liberal Party have been etched into 19kg chunks of stone. These enduring reminders of what’s been promised were presented to the public by Crikey founder Stephen Mayne on the steps of the Victorian State Library yesterday. Representatives from both parties were invited to come along and stand by their commitments, but failed to attend.
Through #setinstone, Victorian voters are being empowered to have their say on which election promises politicians should be held most accountable for. And with voters helping spread these engraved promises, it’s hoped that the party that comes to power will be more likely to fulfill them, rather than break them.
The promises will be displayed outside the 
Victorian State Library until the election tomorrow.
Agency: Leo Burnett Melbourne
ECD: Jason Williams
Creatives: Joe Hill / Garret Fitzgerald
Group Account Director: Ari Sztal
Creative Coordinator: Joanne Warrener
Social Media Manager: Chris Steele
Photography: Harvard Wang / Brandon Rice
Editor: Matt Peters
Client: Crikey
Campaign Manager: Michael Nugent
12 Comments
Nice
Done before.
About 2,500 years ago…
Smart – on brand, on purpose and great differentiation from many media who report and move on. Well done all
Fantastic work gentlemen.
Nice Work Garret & Joe. Look forward to seeing these pop up broken.
It has the negative connotation of tomb stones and death.
Nice if you’re into puns…
Are they engraved or printed on the stone? I can’t tell from the pictures.
Amazes me how much money gets spent telling the electorate how much money hasn’t been spent on the right things.
Like the idea but I think the line “help us keep them honest” is a bit close to the Democrats. in fact, it’s a shame they’re not around still, this would have been a great campaign for them.
‘etched’ or printed?
If they’re actually carved into the stone, I love it.
If they’re printed on to tiles, it doesn’t get marks for craft and ultimately won’t turn stone into metal.
They are definitely engraved. Its pretty cool. Saw them at the library last week. Legitimately etched into those stones. Nice!