The creative was purposefully minimalist and provocative -- but led to high Click Thru Rates to his very detailed website where the voters could learn as much or as little about Jeff as they chose. 

The detailed universe segmentation and outside-the-box creative that talked about Jeff's values (and his valued boots!) led to a campaign that was widely covered with earned media and in social circles throughout the district. It was the rare occurrence for Jeff to knock on a door and for the voter to not already know who Jeff was! 

In the end Jeff beat all expectations and won the race by a resounding 53-47 margin.