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Starbucks Love Project Integrated Campaign

基本信息
行业: 餐饮业
媒体:推广与活动
投放:美国
风格: Minimalism
说明cnen
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 www.StarbucksLoveProject.com. We created a video featuring all the performances and posted it to www.StarbucksLoveProject.com 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.


Basic description of the project:
We pushed Starbucks’ holiday initiative beyond merely selling a product and used their global reach to raise awareness and donations for the Global Fund to Fight AIDS in Africa. On December 7th, at 1:30 pm GMT, we united musicians from over 156 countries to sing “All You Need Is Love” at exactly the same time. The live footage was broadcast at a London event and on www.StarbucksLoveProject.com, so the whole world could see and join in. The event set a new Guinness World Records™ record for “Most Nations in an Online Sing-a-long.”
制作信息
品牌:
广告公司:
首席创意官:
执行创意总监:
创意总监:
文案:
美术指导:
设计:
制作公司:
制片:
导演:
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音效设计:
其他职位:Director of Integrated Production: Brian DiLorenzo
Director of Music/Radio Production: Rani Vaz
Head of Interactive Production: Andy Bhatt
Programmers: Craig Bryant/Michael Sanders/Tom Stanley
Director of Music/Radio Production: Rani Vaz
Head of Interactive Production: Andy Bhatt
Executive Interactive Producers: Sumeera Rasul/Jesse Brihn
Content Producer: Nicholas Gaul
Director of Integrated Production: Brian DiLorenzo
Interactive Creative Director: Arturo Aranda
Interactive Director: Aaron Koblin
Editing Facility: The Quarry
奖项
戛纳国际创意节 2010
铜奖 媒介应用
Product & Service/Charities, Public Health & Safety, Public Awareness Messages
伦敦国际广告节 2010
铜奖 新类型
The NEW Category
伦敦国际广告节 2010
入围 整合营销
Integrated Campaign
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