MBK Alliance: advert-top-1 by Matter Unlimited
- Location:
My Brother’s Keeper Alliance (MBK Alliance), an initiative of the Obama Foundation, kicked off a new action campaign with the premiere of a PSA titled 'We Are the Ones' during the NBA Countdown before the Golden State Warriors v Cleveland Cavaliers game on ABC.
With the support of ESPN, MBK Alliance partnered with creative agency of record for MBK Matter Unlimited to create the call-to-action film 'We Are The Ones' and campaign.
The campaign was informed by Matter Unlimited’s nationwide research that found people ages 18-34 are overwhelmingly concerned about race relations, poverty and education, but are unsure of how to make a difference on these issues.
The film is a call to action to unite everyone to do their part to ensure all youth, regardless of their background, have equal opportunity to achieve their full potential. The PSA directs viewers to IamMBK.org where they can join the Alliance, learn about opportunities to take action and engage with The Keepers’ Code, a set of six principles created by young men of color to advance an authentic conversation about what it means to put the words “my brother’s keeper” into action.
The campaign launched on ESPN on Christmas Day.
Credits
Obama Foundation Credit List:
Client: MBK Alliance/Obama Foundation
Exec. Dir., MBK Alliance/Dir. Youth Opportunity Programs, BOF: Michael Smith
Associate, MBK Partnerships, BOF: Alex Meadow
BOF Consultant: Crystal Carson
Agency: Matter Unlimited
CEO: Robert Holzer
Managing Director: Alexandra Gordon
Senior Producer: Ryan Topham
Creative Director: Omar Silwany
Creative Director: Shabazz Larkin
Account Manager / Project Manager: Alison Kidd
Director of Strategy & Innovation: Aina Abiodun
Strategist: Shambhavi DasGupta
Lead Designer: Norah Tahiri
Production Company: LonelyLeap
Director: J.M. Harper
Producer: Cassandra Evanisko
Head of Production: Matthew Leiderman
Post Production
Editorial: WildChild
EP: Ali Webb
Editor: Aaron Bencid
Color: Carlos Flores
Music Production: Humbleriot
Founder / Co-Producer: Anthony Demby
Producer: Daniel Crawford