Starbucks Grassroots Movement

Starbucks and HandsOn Network used Inauguration Day in the United States to launch the I’m In campaign supporting Barack Obama’s call for national service. “Grassroots Movement”, an animated video featuring the voice of M.C.Yogi and the animation skills of Lifelong Friendship Society, sends out the call for people to pledge their volunteer services at

Starbucks Pledge5 site

Are you in? We Can do it! Lend a Hand! Join the Grassroots Movement. Together moving forward to a brighter day! We have the tools and the skills and together we’re capable to change the world…

Click on the image below to play the video.


The campaign was developed at BBDO, New York, by chief creative officers David Lubars and Bill Bruce, creative group head David Carter and Linda Honan, agency producer Amy Wertheimer, and agency music producer Rani Vaz.

Animation was directed by Travis Spangler via Lifelong Friendship Society, with animators Mark Phillips, Alex Miller, Tim Haldeen, Matt Andrews, Ish Nazmi, Lily Feng and Rosie Garschina.

Music by MC Yogi was produced by Ursa Minor, the interactive agency behind the Vote For Hope Barack Obama campaign music video. Producer Robin Livingston used Bay Area talent for the horns, strings, and background vocals.

The full Grassroots Movement track can be downloaded as an mp3 at Starbucks.