"All You Need is Love"... and a Video Camera to Raise Money to Fight AIDS in Africa
Digital agencies are now producing work that traditional agencies handle, so it's only natural that traditional agencies are beefing up their digital résumé.
Starbucks launched a worldwide sing-along Dec. 7 to promote its one-year anniversary in partnership with (RED). Singers from multiple countries, languages and time zones sang "All You Need Is Love." The live event was streamed online to a location in London that housed every location's performance.
Artists played traditional instruments representative of their respective countries and the live event set a Guinness World Record for "Most Nations in an Online Sing-Along." Some 124 countries participated in the Starbucks love project, conceived and executed by BBDO. Apparently, anyone can set a Guinness World Record. What's next? Most People To Order Peppermint Latte?
Online, visitors can replay the global event and upload a video of them singing "All You Need Is Love" using their video camera or instantly record themselves singing via Webcam and background music. I'm waiting for celebrity bad boys to record "All You Need Is A Good Lawyer And a Canny Publicist."
For every video that is submitted, Starbucks will donate 5 cents to the Global Fund to help fight AIDS in Africa. (There's a cap at 1 million submissions.) For a corporation as large as Starbucks, this equates to a hefty digital initiative with a seemingly minimal charitable payout. Am I wrong here?
"The holiday season was the perfect time to reinforce how Starbucks brings people together to celebrate shared experiences," said Linda Honan, creative director, BBDO New York. "So we wanted to come up with a holiday idea that could do that. A natural way in was through music. This program demonstrates the collective impact that Starbucks and its customers can have globally."The traditional agency has created digital work for other Starbucks' campaigns, but this was their largest digital work to date for the brand.