Keep a Child Alive : Buy Life - Serena

Hollywood, R.I.P.

Published On
Nov 30, 2010

Editor's Pick

In honor of World AIDS Day on December 1, a handful of Hollywood's most popular Twitter users will give up their digital lives to help give real life to African and Indian HIV/AIDS sufferers, as part of the Digital Death campaign for Keep a Child Alive, created out of TBWA/Chiat/Day, New York. Celebrities like Justin Timberlake, Lady Gaga, Kim Kardashian and Usher will remove themselves from all social networking platforms, including Twitter and Facebook, and will not return online until their lives are "bought back"��"when $1 million has been raised for Keep a Child Alive. Fans can help buy the stars back by donating to KCA through the Buy Life site, with a StickyBits app that scans Buy Life barcodes, or by texting BUYLIFE to 90999. The campaign is also accompanied by print ads featuring the participating celebrities in coffins to represent their digital deaths.

Credits

Date
Nov 30, 2010
Brand:
Keep a Child Alive
Client:
Keep a Child Alive
Agency:
TBWA/Chiat/Day-New York
Chairman/Chief Creative Offier:
Mark Figliulo
Creative Director:
Lisa Topol
Associate Creative Director, Copywriter:
Jonathan Marshall
Associate Creative Director, Copywriter:
Josh DiMarcantonio
Associate Creative Director, Art Director:
Eric Stevens
Copywriter:
Ani Munoz
Art Director:
Isabella Castano
Head of Production:
Robert Valdes
Digital Producer:
Josh Morse
Print Production:
Katherine d' Addario
Print Production:
Joni Adams
Project Management:
Rayna Lucier
Brand Experience:
Chris Reardon
User Experience Designer:
Will Weems
Designer:
Eric Kopicki
Flash Developer:
Dima Farer
Flash Developer:
Scott Jones
Front-End Developer:
Michael Bester
Back-End Developer:
Peter Kuang
Front-End Developer:
Richard Levi Brooks
Front-End Developer:
Jordan Farrell
Front-End Developer:
Matt Farmer
Photographer:
Markus Klinko
Photographer:
Indrani
Director:
Earle Sebastian
Editing:
Final Cut
Editor:
Sonejuhi Sinha
Producer:
Viet-An Nguyen
Animation Titles:
My Active Driveway
Executive Producer:
Jonny Fego
Music:
South Music
Interactive Producer:
Howard Howell

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Project Type
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