Client
Starbucks and (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.
The entire Internet audience was encouraged to get involved in multiple visitor-participation options that each resulted in a donation from Starbucks, including participating in the worldwide sing-along and contributing to a crowdsourced tapestry of Love Drawings.
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 are over 1 million; more than 19,000 love drawings have been submitted; and people from 99 countries have 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
Print placement (appearing in the Wall Street Journal)
