My Brother’s Keeper

Overview

The Obama White House founded the first ever Creative Alliance, a collection of agencies tackling social issues. As a member, Matter Unlimited was selected to work on "My Brother's Keeper", an initiative to close the opportunity gap for young men and boys of color.

I lead a team of 3 creatives and a producer to build a brand and identity, launched a series of films, and a website which connected people to Mentor.org to get more involved with the program. The campaign launched on the heels of the Oscars and the cultural dialogue around #OscarsSoWhite. The launch is part of a multi-year multi-channel campaign that will extend long beyond the Obama administration.

Client

The White House and the Obama Foundation

Date

2015-2016

My Role

Creative Director, Writer, Designer

Team

Alexandra Gordon, Managing Director
Ashley Jamieson, Producer
Leah Einarsen, Designer
Rob Holzer, Executive Producer
Mike Howard, Writer
Mass Appeal, Production Company

Project Website

https://www.obama.org/mbka/mentor/

Press

AdWeek
CBS News
Washington Post
Billboard
BET
People
The Hill
Hello Beautiful
Huffington Post

The Obama administration wanted to help boys and young men of color close the opportunity gap and help guide their lives.

They created an initiative called “My Brother’s Keeper” as a platform for mentorship and brand sponsorship. We were part of the first White House Creative Alliance.

First, we helped them build the brand from a design perspective.

We created a series of films starring President Obama to promote mentorship and envisioning a better future for these kids.

The films drove to a website which housed more information to get more involved.
We built the site as a hub of all things MBK.

Our branding and content even lived on the White House site.

Our launch video was released during the MTV movie awards, in the wake of #OscarsSoWhite and spurred a conversation about race and equality.