CASE STUDY · OBAMA FOUNDATION
WE ARE
THE ONES.
A national call for mentors for the Obama Foundation’s My Brother’s Keeper Alliance, built on eight words from Barack Obama.
- CLIENT
- Obama Foundation · My Brother’s Keeper Alliance
- OUR ROLE
- Campaign
- WE MADE
- Film · :90 · :60 · :30
- THE GOAL
- Recruit mentors for boys and young men of color.
- IN COLLABORATION WITH
- Matter Unlimited
- CREATIVE DIRECTOR
- Ahmer Kalam
- FEATURING
- President Barack Obama, Stephen Curry, Chance the Rapper
- RELEASED
- December 2017
THE MISSION
EVERY
YOUNG MAN
MATTERS.
Make sure every boy and young man of color feels valued and has a clear pathway to opportunity.
Most people agree with that. The harder task was convincing them the responsibility is theirs, not someone else’s, someday. The film had to turn agreement into action: sign up to mentor.
THE IDEA
HIS WORDS.
OUR TURN.
“Change will not come if we wait for some other person, or if we wait for some other time. We are the ones we’ve been waiting for. We are the change that we seek.”
BARACK OBAMA · SUPER TUESDAY · FEBRUARY 5, 2008
We took the line that helped start a movement and turned it toward everyone watching. The change these young men need won’t come from some other person, at some other time. It comes from us.
THE FILM
YOU
MATTER.
President Obama, Steph Curry and Chance the Rapper speak directly to young men of color, and to everyone around them.
“You matter.” “I am my brother’s keeper.” Then the line that asks something of the viewer: we are the ones. Every version ended with a single ask, to become a mentor through the My Brother’s Keeper Alliance.
IN THE PRESS