Case Study: Forward

Barack Obama was launched into the spotlight during the 2008 presidential election. The Yes We Can music video, created by Fred Goldring, has more than 25 million views and was named the 6th most important YouTube video of all time. The video brought the Obama brand to life, and set the stage for his time in the oval.

Forward to 2012. With one term under his belt, came new experiences and shifting perceptions. The Obama brand was in need of a jolt of energy. A new campaign to instill a vision of hope among voters. To move Obama – Forward. A celeb-laden campaign featuring the single ‘Forward’ included Neyo, Herbie Hancock, Johnny Rzeznik and Natasha Bedingfield was unleashed the week before the election. Hosted on the wildly popular Noisey YouTube channel and a single released on iTunes, Forward set the stage for a grass-roots-style push for four more years.