Barack Obama became the 44th President of the United States. CNN, The Washington Post, OPRAH, amongst others have alluded that the "Yes We Can Song" video and will's ongoing media efforts with his Dipdive team helped change the direction of the presidential race at a crucial time. The entry elements had over 50 million views combined, and won multiple awards across multiple mediums: Emmy Award, NAACP Award, Wall Street Journal's "Ad of the Year", a Webby Award for will, and a CES Global Media Award. And we all feel pretty good about what we made... the independent interpretation of the challenges, the reaction speed of the productions, the mediums and methods chosen to launch each element, and (especially) the end result.It delivered exactly what the client came to us for. And more.

Each element was concepted and launched in reaction to the Obama campaign's own progressive challenges. During the broad Dem primaries, Yes We Can Song, a viral video mixing his iconic "Yes We Can" speech with music and words by will and a host of celebrity Obama supporters, was premiered on ABC News Now and spread virally from will's own social networking site Dipdive.com. We built a sister website, hopeactchange.com as a more neutral holding site for a myriad of (mixed politics) celeb outtakes and UGC submissions. As the primaries moved to heavily Hispanic states, we created "We are the Ones" and continued releasing Hispanic celebrity and community leader pro-Obama and "vote!" messaging viral spots like "Podemos con Obama." The continued spread of all viral elements up to the November election, will's (holographic) appearance on MSNBC from Obama's acceptance speech, the launch of the song "It's a New Day" celebrating Barack's election on OPRAH the day following the election and a new song, "America's Song" created for and performed at the inauguration celebration completed the campaign.