Move over, MoveOn. Switch2Dean.com is a clever and innovative marriage of content and form that shows what can happen when the trassroots really take charge of the video production process.

The concept is borrowed without shame from Apple’s recent “switch” campaign, but there’s a lot to like here:

• First-person testimony from real people
• Nice trick to embed video direclty in the webpage so it plays without plugins or clicking play
• Invitation to make your own video — and detailed instructions for doing it. (Bonus points for self-propagating meme.)

This effort was totally independent from the Dean Campaign, and it shows that if you empower the grassroots they can do just as well (or better!) than the expensive media consultants.

Nice job. This is a tactic to remember for future campaigns.