Client

Starbucks & Product (RED)

Role

Senior designer

Description

During the holiday season, Starbucks wanted a multimedia campaign that raised awareness and donations for the Global Fund to Fight AIDS in Africa.

Musicians in 156 countries sang "All You Need Is Love" at exactly the same time. The event was streamed on StarbucksLoveProject.com and a video featuring all the performances was posted on YouTube.

Viewers were encouraged to get involved by recording themselves singing the song, which resulted in a donation from Starbucks, and was then shared on the site for everyone around the world to view.

Results

This project, along with Starbucks's holiday promotion, helped generate enough money to buy more than seven million daily doses of medicine for people living with HIV in Africa.

The event set a new Guinness World Records record for "Most Nations in an Online Sing-along."

The average time spent on the site on December 7 was 5 minutes 49 seconds; total site visits were over 1 million; and people from 99 countries submitted videos.

Credits

Alex Shulhafer, art director
Kara Goodrich/Kim Mok, writers
David Carter/Linda Honan, group creative directors
David Lubars, chief creative officer
Rob Seale, interactive designer
Andy Bhatt/Sumeera Rasul, developers
Gorgeous Enterprises/Tool of North America, production companies
BBDO New York, project design and development/ad agency
Starbucks and Product (RED), clients