The Drum Awards for Marketing - Extended Deadline

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Date: Dec 2017
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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