(RED) began over a decade ago with a simple concept. Turn people's love of shopping into an act of charity.
After years of making an impact on the world, (RED) came to us to help them celebrate their 10 year anniversary on World AIDS Day.
The goal was to create their first integrated brand campaign since their launch, bringing together all of their partners and channels under one narrative to let everyone know the finish line was in sight – all we have to do now is finish strong.
World AIDS Day // Shop-A-Thon
This kicked-off with creating and launching the first annual Shop-A-Thon – a celebrity filled QVC-style special held in December. Collaborating with Jimmy Kimmel Live, Omaze, GILT, VICE and others, we made headlines while selling a bunch of stuff in the name of ending AIDS.
Even Obama eventually got in on it. Miss you #44.
(RED) Mexico
As part of the 10 year celebration, (RED) expanded the charity into Mexico. We launched their message to an entire country.
(FINISH STRONG)
In the fight against AIDS, great strides have been made. But it's not over yet. It's time to rally together to eliminate AIDS once and for all.
Using iconic imagery of pivotal moments and epic finales, we created a campaign that reminded people that in every challenge it's all about how you finish.
Partner Summit
(RED)'s partner summit is a critical event for the organization. It's a time for (RED) to acknowledge the successes with their 65+ partners and share their vision for the future.
For the 10th Annual partner summit we were tasked with not only showing the campaign direction, but also with helping each of the over 65+ partner companies understand how that narrative could come to life within their messaging and products.
(RED) x GAP
Some of the partners got going on the updates right away. Gap was one of those. We worked with them to create 40+ unique explorations of (RED) clothes.
This is an ongoing effort. Look good, feel good at red.org
All work © Brett Brown & Krista Brown