Cannes Lions

OBAMA FOR AMERICA

SS+K, New York / OBAMA FOR AMERICA / 2013

Awards:

1 Shortlisted Cannes Lions
Case Film
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Case Film

Overview

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Credits

Overview

Description

The For All campaign was focused on getting 18-29 year-olds to register and ultimately vote.

Disillusioned with the electoral process, these voters felt powerless. We had to remind them how important they were, and show how the issues Obama stood for were relevant to them.

For All had created a new type of grassroots political action: we launched a first-of-its-kind campaign on Instagram, where users wrote an issue on their hands then posted an Instagram with their hands positioned as in the Pledge of Allegiance. We then shot a print campaign on iPhones, matching uploads from celebrities and young Americans. We all had an equal voice.

We brought in HBO's Lena Dunham in a spot comparing first-time voting to losing one's virginity.

In 2008, Obama redefined politics for a new generation. In 2012, we let them define politics for themselves, and that made all the difference.

Execution

The creative solution - For All - took the Pledge of Allegiance and refocused it around the concerns and realities of a generation that, though involved in the 2008 race, was disconnected from the 2012 election. In demonstrating that Obama's priorities were 'for all,' expression and ownership were key. Rather than launch a campaign through traditional means, this effort had to meet this key demographic where they were and give them the chance to express their concerns in their voice. With a visual call to action, we knew For All would first spark on Instagram then build to other media.

Outcome

Sparked by shares across social networks, For All posts from celebrities and video and viral content inspired by their Instagram shares, the campaign drove our target to participate. We successfully generated interest in and engagement around issues important to this key segment of the electorate; our Lena Dunham 'Your First Time' spot garnered 2.6MM views on YouTube, and For All was seen by 150MM Twitter users, with tens of thousands of Instagram posts. We saw more than 80,000 For All tweets from 60,000 Twitter users. For All was credited with helping drive 1.25MM more youth votes than in 2008.

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