Build a brand and campaign that resonates with 14 to 18 year old kids from lower income backgrounds, drawing them toward the action of pursuing higher education. No problem. The Obama White House and Office of the First Lady wanted to push the U.S. from a per capita ranking of 7 in the world, back to number 1. The brand and campaign were concepted to appeal to the veiled insecurity of our audience that often manifests itself as arrogance. Visually, we reinforced with a more youthful, energetic style and celebrities willing to elevate and make higher education heroic.