This multi-dimensional effort launched on World AIDS Day out of Modernista Boston included four (RED) "Pop Up Retail" shops in New York, San Francisco, Tokyo and London that sold a range of (RED) products from brands like Bugabook, Gap and Nike. Additionally, the brand took over London's Oxford Circus underground station print and digital OOH elements, including wall panels reaching 30-40 meters across and videos created by Pysop with music from Squeak E Clean. The campaign also featured digital elements that appeared on Facebook, Twitter, and joinred.com.