STARBUCKS LOVE PROJECT INTEGRATED CAMPAIGN by BBDO New York for Starbucks

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STARBUCKS LOVE PROJECT INTEGRATED CAMPAIGN

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Industry Cafe
Media Print, Magazine & Newspaper
Market United States
Agency BBDO New York
Director Chris Palmer
Art Director Alex Shulhafer
Copywriter Kara Goodrich
Editor Paul Watts
Released November 2009

Credits & Description

Category: Best Digitally Led Integrated Campaign
Advertiser: STARBUCKS & (RED)™
Product/Service: STARBUCKS & (RED)™
Agency: BBDO NEW YORK
Date of First Appearance: Nov 17 2009 12:00AM
Entrant Company: BBDO NEW YORK, USA
Entry URL: http://submissions.bbdo.com/2010/starbucksred-love/
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)

English Synopsis
For Starbucks’ holiday initiative, we created a worldwide sing-a-long that raised donations for the Global Fund to Fight AIDS in Africa. The site had to reflect the event’s global reach and humanitarian spirit. www.StarbucksLoveProject.com opened with origami doves, which introduced the idea of people creating peace to share with others. The doves formed a world map that became the site centerpiece and a way to see sing-a-long videos. The experience also included a scrolling wall of user-created Love drawings. Together, the map and Love drawings displayed the overwhelming worldwide participation in the project and increased awareness for the Global Fund.