The classic American folk song “This Land is Your Land” was written in 1940 as an anthem for the disenfranchised. The ‘Keep Walking America’ campaign brings it back as a message of hope and inspiration. It is a celebration of the people who are the new face of America and the ones moving this country forward.

The song was used in many ways. From a spoken version on a spot that launched on the night of the most contentious presidential election in years. To a re-imagined version in collaboration with tropical-soul band Chicano Batman, that turned a classic into a modern anthem for a new generation.

We ran on all 7 major English and Spanish speaking news networks starting November 8th.

A full page ad on the New York Times appeared on November 9th.

Strategic OOH placements invited different cities across the U.S. to Keep Walking.

A custom national snapchat filter carried our message of progress.

We partnered with Hispanic American celebrity, Wilmer Valderrama, to travel to the US-Mexico border town of Brownsville, TX and interview “hometown heroes” and celebrate the positive contribution immigrants are making to the future of our country.

Chicano Batman’s modern reinterpretation of the song became available on Spotify and iTunes, quickly becoming one of the band’s most popular tracks, and the video of the song quickly gathered more than a million views on YouTube.

TV units outperformed the projection, reaching 68M people, +350% what was planned.

Search volume increased +40% on Brand exact terms as compared to prior month.

"Keep Walking" terms were searched 15x more after the ads aired when compared to two weeks prior.

2500 comments on social media in one night with 83% positive sentiment.

Positive movement in brand perceptions as a result of the campaign: +3.2% Dynamism, +4.2% Distinctiveness, +3.5% Aspirational.

1M+ views on Youtube to-date.