LOVE PROJECT CD by BBDO New York for Starbucks

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LOVE PROJECT CD

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Industry Cafe, Charities, Foundations, Volunteers
Media Promo & PR, Design & Branding
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: Charities, Public Health & Safety, Public Awareness Messages
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)
Media placement: Love CD - In-Store - 17 November 2009
Media placement: Starbucks Love TV Invite Spark - TV - 4 December 2009
Media placement: Starbucks Love Project Live Event - Online - 7 December 2009
Media placement: Website - Online - 17 November 2009
Media placement: Starbucks Love Project Music Video - Online - 15 December 2009
Describe the objective of the promotion.
To break through the typically shallow and empty wishes of traditional holiday marketing, we needed an idea that would resonate with customers on a deeper level.Additionally, Starbucks has always been about more than just coffee; being an integral part of the community is central to its DNA.We wanted to show how Starbucks could use its size for global good by its partnering with customers to raise awareness and donations for the Global Fund to Fight AIDS in Africa.
Describe how the promotion developed from concept to implementation
We created a holiday CD exclusively for Starbucks around the theme of love. We designed the artwork and, working with the Playing for Change Band, recorded a cover of “All You Need Is Love” with street musicians performing all around the world. The CD also featured exclusive music tracks from (RED)™ artists like U2. Three million CDs were printed and distributed in stores. The inside cover of the CD also invited people to participate in a never-been-seen-before global sing-a-long on December 7th. One dollar from every CD distributed went directly to the Global Fund to Fight AIDS in Africa.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
Starbucks is known for its music compilation CDs and its humanitarian efforts. Meanwhile, music is a big part of holidays and can have an emotional impact on people. By combining all these factors, we were able to increase the power of our campaign and raise even more money for the Global Fund to Fight AIDS in Africa.