Client

Starbucks & Product (RED)

Role

Senior designer

Description

Starbucks partnered with Product (RED) to create a high-impact holiday campaign to raise funds and awareness for the Global Fund to Fight AIDS in Africa.

This initiative featured a simultaneous, worldwide performance of All You Need Is Love by musicians in 156 countries. The event was streamed live and documented in a YouTube video, driving awareness and engagement.

The campaign’s interactive element encouraged viewer participation through personal video submissions, which resulted in Starbucks donations and created a global, user-generated content platform.

Results

The campaign’s success translated into tangible impact, enabling the purchase of more than 7 million daily doses of life-saving HIV medication for individuals in Africa.

Additionally, the event earned a Guinness World Records recognition for Most Nations in an Online Sing-along, underscoring its global reach.

The campaign’s digital engagement was substantial, evidenced by over 1 million site visits, an average site dwell time of 5 minutes 49 seconds, and video contributions from 99 countries.

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
Starbucks and Product (RED), clients