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Industry Public Safety, Health & Hygiene, HIV/AIDS
Media Digital, Interactive & Mobile, Direct marketing, Case study
Market United States
Agency BBDO New York
Director Chris Palmer
Art Director Alex Shulhafer
Copywriter Kara Goodrich
Editor Paul Watts
Released November 2009


London International Awards 2010
Digital Use of Licensed Music Bronze
Digital - Shortlist

Credits & Description

Visit Site:
Type of entry: Product & Service
Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: STARBUCKS & (RED)™
Chief Creative Officer: David Lubars (BBDO New York)
Group Creative Directors: David Carter/Linda Honan (BBDO New York)
Interactive Creative Director: Arturo Aranda (BBDO New York)
Art Director: Alex Shulhafer (BBDO New York)
Copywriter: Kara Goodrich (BBDO New York)
Interactive Copywriter: Kim Mok (BBDO New York)
Designers: Rob Seale/Steven Lao (BBDO New York)
Director of Integrated Production: Brian DiLorenzo (BBDO New York)
Director of Music/Radio Production: Rani Vaz (BBDO New York)
Head of Interactive Production: Andy Bhatt (BBDO New York)
Executive Interactive Producer: Sumeera Rasul (BBDO New York)
Agency Producer: Jesse Brihn (BBDO New York)
Content Producer: Nicholas Gaul (BBDO New York)
Print Producer: Kim Witczak (BBDO New York)
Production Company: (Gorgeous Enterprises)
Director: Chris Palmer (Gorgeous Enterprises)
Digital Production Company: (Tool of North America)
Interactive Director: Aaron Koblin (Tool of North America)
Music Producer: Graeme Revell (Search Party Music)
Editor: Paul Watts (The Quarry)
Results and Effectiveness:
This project, along with our overall 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 music video topped the Top 20 Viral Videos and has more than 1 million YouTube views.
Average time spent on the site on December 7th was 5 minutes, 49 seconds. So far, total site visits are over a million, more than 19,000 love drawings have been submitted, and people from 99 countries have submitted videos.
Creative Execution:
A CD with exclusive tracks from (RED)™ artists introduced the musical and charitable theme of the project. The CD, along with a 60" television spot, invited people to participate in the upcoming historical event.
On December 7th, musicians in 156 countries sang “All You Need Is Love” at exactly the same time. The performances were streamed onto screens at an event and broadcast live at
We created a video featuring all the performances and posted it to and YouTube. We invited people to sing the song and create their own Love drawing, with each submission contributing to the Global Fund. They could also share the music videos and drawings on social networks such as Facebook, Twitter and Digg.
Insights, Strategy and the Idea:
During the holiday season, consumers are often jaded by the glut of shallow and meaningless marketing tactics from various corporations.
We wanted to help Starbucks stand out from this clutter with an idea that would resonate with consumers on a deeper level. This, in turn, would reinforce Starbucks’ position as a community-based company.
We decided to show how Starbucks could use its global reach to effect positive social change. We did this by creating something that would help consumers actually make a difference: a multimedia campaign that raised awareness and donations for the Global Fund to Fight AIDS in Africa.