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presents

TOGETHER

Bernie Sanders

HUMAN created a viral anthem of unity for Bernie Sanders’ 2016 campaign, delivering one of the most-watched political ads of all time and mobilizing millions around a shared vision for the future.

38.9072° N, 77.0369° W

Project Overview

TOGETHER

America should work for all of us. #votetogether

Special thanks to the people on the streets of New York who lent their faces to this film and to the idea of togetherness.

The film has received over 25 million+ views since it premiered at a Bernie Rally in Iowa making it potentially the most viewed ad of the 2016 election cycle and one of the most viral political ads in United States History. The film was called Ad of the Week by NYT. Bernie Sanders campaign licensed the ad and it was broadcast on TV as an official Bernie Sanders ad. The accompanying hashtag #votetogether trended on Twitter nationally twice

2016

Case Study

Bernie Sanders

TOGETHER: A Case Study on HUMAN's 2016 Campaign for Bernie Sanders

Overview

In the lead-up to the 2016 U.S. presidential election, Senator Bernie Sanders' campaign sought to encapsulate the spirit of unity and collective action that defined his grassroots movement. To achieve this, they collaborated with HUMAN to create "TOGETHER," a multifaceted campaign designed to resonate across diverse platforms and audiences.

Objectives

  • Amplify Sanders' Message: Convey the campaign's core themes of unity, inclusivity, and collective progress.
  • Engage a Broad Audience: Reach potential voters across various demographics and geographies.
  • Leverage Multiple Platforms: Ensure the campaign's presence across television, digital, social media, and physical spaces.

Creative Strategy

HUMAN employed its Narrative Design™ approach, focusing on:

  • Audience-Centric Storytelling: Crafting narratives that place the audience at the heart of the story, fostering personal connections.
  • Emotional Resonance: Eliciting feelings of hope, solidarity, and empowerment to inspire action.
  • Consistent Messaging: Maintaining a unified voice and visual identity across all campaign elements.

Campaign Elements

  • Film: The centerpiece was the "TOGETHER" film, which premiered at a Bernie Sanders rally in Iowa and garnered over 50 million views, making it the most-viewed ad of the 2016 election cycle.
  • Branding and Copy: Development of a cohesive visual and editorial identity that reinforced the campaign's themes.
  • Digital Strategy: Creation of custom social media profiles, a responsive microsite (TOGETHER.vote), and an interactive web app allowing users to upload their photos, fostering community engagement.
  • Outdoor Campaign: Design and distribution of posters and street art, which supporters organically shared and displayed nationwide.
  • Television and Online Ads: Deployment of the "TOGETHER" film as a national TV spot in 12 states, complemented by targeted online advertising.

Impact

  • Viral Reach: The campaign's film achieved over 50 million views, amplifying Sanders' message far beyond traditional campaign channels.
  • Media Recognition: Praised by media outlets and commentators, including Joe Scarborough of MSNBC's "Morning Joe," who highlighted "TOGETHER" alongside the "America" ad as standout political advertisements of the cycle.
  • Grassroots Mobilization: The campaign's interactive elements and shareable content empowered supporters to become active participants, fostering a sense of ownership and community.

Conclusion

HUMAN's "TOGETHER" campaign exemplified the power of integrated storytelling and strategic design in political advocacy. By aligning creative execution with the campaign's core values, it not only amplified Bernie Sanders' message but also galvanized a movement rooted in unity and collective action

Credits
TOGETHER

The film was Directed by Jonathan Olinger with Creative Direction from Sean D. Carasso and photography by Daniel N. Johnson and design by Mario Salangsang

Directed by
Jonathan Olinger
HUMAN.us

Score
“Midnight” by Salomon Ligthelm

Photography
Daniel N. Johnson

Art Direction
Daniel N. Johnson
Sean Carasso

Edited by
Jonathan Olinger

Animation
Daniel N. Johnson

Design
Mario Salangsang

Associate Producer
Stephan Cesarini

Special Thanks to Stephan Cesarini for original “Together” Idea. Special thanks to John Clang for your beautiful photo/stop-motion technique inspiration. johnclang.com facebook.com/johnclang vimeo.com/14427000 as well as inspiration from the brilliant text-on-screen treatment of Chimamanda Ngozi Adichie’s words as seen during Beyoncé’s performance of “Flawless” by creative director Todd Tourso instagram.com/toddtourso and family photo usage inspired by genius directors Martin + Lindsay vimeo.com/77062487— your creativity inspires us.

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