http://www.starbucksloveproject.com/
Client: Starbucks/Product (RED)
Director: Chris Palmer
Starbucks is planning a "Global Sing Along" to take place simultaneously around the globe on Monday, December 7.
At exactly 8:30 a.m. ET on that day, musicians worldwide will join together in a performance of The Beatles classic "All You Need Is Love." This performance will be live-streamed online at StarbucksLoveProject.com. After the live sing along, anyone will be able to upload their own version of "All You Need Is Love" to the Starbucks Love Project site, with money donated to the Global Fund for each video.
This project is the culmination of a partnership between (RED) and Starbucks that started over a year ago. Since that time, seven million daily doses of anti-retroviral AIDS medication have been distributed via the sale of (RED) products through Starbucks.
As part of this massive campaign, Starbucks has also partnered with Facebook to spread the message to the online social network's hundreds of millions of users. For the first five times a Facebook user logs on after 12:01 a.m. on Saturday, they will see a Starbucks promotion inviting them to join in the campaign. This is the largest global campaign ever for both Facebook and Starbucks, with the potential to reach a huge percentage of Americans and tens of millions more Internet users around the world.
Starbucks also asks users of its Love site to contribute a love drawing to their online gallery. For each drawing added -- up to one million -- Starbucks and (RED) will donate five cents to the Global Fund.