MSNBC's "Lean Forward" was more than just a single campaign; it was a top-to-bottom company-wide rebranding effort seeking to embrace the network's progressive voice and connect with a broader audience. Launching with a massive engagement of both traditional (TV, print, digital, internal messaging) and nontraditional (projection mapping, flags, multiple takeover locations) media, "Lean Forward" carried MSNBC from third place to first among cable news providers.