Ballots for the Conservative Party leadership dropped this week and Boris Johnson is running a series of adverts which use emoticons to help land his key messages.
Whilst it’s not the most creative or original art directional style, they help make Boris Johnson’s campaign feel modern.
Johnson has an easy narrative to tell: I’m a true Brexit believer who wants to take us out of the EU by the 31st October and am more likely to beat Corbyn.
His messaging delivers this story simply and succinctly and keeping the art direction clean and the design elements uncomplicated (the emojis) is sensible.
Johnson’s campaign have spent around £6,000 on Facebook adverts – that might not sound like much but there’s not many Conservative members to target. Here’s a selection of ads from the campaign: