BANK OF AMERICA + (RED) + U2 MULTI-PLATFORM CAMPAIGN 

Watch the case study video on the Communication Arts site. 

Bank of America knew it could make a critical difference in the fight against HIV/AIDS by making a two-year, $10 million pledge and partnering with (RED) and U2 to rally people around the world to join the fight. The campaign launched with a Super Bowl ad featuring U2 performing their new song, 'Invisible.' The bank donated $1 to (RED) for every free download on iTunes. To drum up excitement before the Super Bowl spot ran, a teaser video was posted on Bank of America social channels, while two digital billboards in Times Square counted down to the song's availability on iTunes. 

The results: 3,144,477 downloads triggered a $3,144,477 donation from Bank of America—translating into 8MM days of life-saving antiretroviral medication for pregnant mothers. 7MM YouTube views of the spot, 112k campaign mentions and more than 100k tweets, many of which came from celebrities.

Spencer Deadrick and Dave Gardiner (GCDs) handled the SuperBowl spot, while Michael Langone (Art/ACD) and I worked on the Times Square Digital signage, social, and print.

DIGITAL SIGNAGE IN TIMES SQUARE

The countdown started in social and outdoor 48 hours before the new U2 single, "Invisible" was available for free download in the iTunes store.

Art/ACD: Michael Langone

USA TODAY PRINT AD

This ran the day after the SuperBowl as a thank you to the millions of fans who'd joined U2, (RED) and Bank of America in the fight to end AIDS in Africa.

Art/ACD: Michael Langone

LUBONA'S WISH

The good news: in the past decade, the rates of mother-to-child transmission of HIV in Africa have fallen by 58%. The bad news: not enough Americans are interested in getting that number closer to zero. To humanize the issue, we put a face, and a party hat, on the statistics: an HIV-free child born to an HIV-positive mother on antiretroviral meds. 

Senior Art Director: Duda Bosnic.

HOLIDAY SHOPATHON SOCIAL

Nobody gets the Twitterverse in the holiday spirit of giving gifts that give back quite like Jane Krakowski. Created for Bank of America's social channels, this short video was released on Facebook, Twitter, Instagram and YouTube. 

Senior Art Director: Duda Bosnic