(RED)
Project (RED) has been generating awareness of World AIDS Day and promoting its “AIDS Free Generation” initiative. They constantly require new communication every year, that is able to cut through the clutter and deliver a fresh message in support for their initiative. The scope? Worldwide. The budget? Zero. Work was developed across every platform, from online to broadcast, print to ambient advertising, leveraging relationships to build an extensive, integrated campaign that launched globally on World AIDS Day.
Using subtle emotion, we developed a simple spot that showcases in a smart manner the aspect of sadness disappearing. In addition to that spot, on world AIDS day a special Tiesto concert was held in Australia and broadcast all over world via YouTube, and millions of people were watching live. Also, on YouTube, millions of ad units drove people to joinRED.com. Digital outdoor screens championed (RED) across the globe and several networks promoted (RED) on the air. A map on joinred.com visualized the participation of everyone who used social-media support of (RED), all based on geographic locations.