Lady Gaga, Alecia Keys, Justin Timberlake, Usher, Elijah Wood and Kim Kardashian staged digital death on twitter by giving up tweeting December 1 to direct attention to the "Keep a Child Alive" buy life campaign. They also posed for posters, and Kim had to go the arm up sexy route, presumably to gather donations from necrophiliacs. At least Alecia Keys is playing dead proper.
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 idea isn't just to dress their posters with celebrity eye candy, the celebs are "dying" online by shutting down their social networking until one million dollars is raised.
I can't be the only one hoping they'll never meet that sum. Where can I put some money to never have to hear about Kim's new diet on social media ever again? It's working though, the site is getting so many calls for donations... that it's dying. Irony.
Agency: TBWA/Chiat/Day, New York
Chairman/CCO: Mark Figliulo
Client: Keep a Child Alive
Creative Director: Lisa Topol
ACD/Copywriter: Jonathan Marshall
ACD/Copywriter: Josh DiMarcantonio
ACD/Art Director: Eric Stevens
Copywriter: Ani Munoz
Art Director: Isabella Castano
Head Of Production: Robert Valdes
Print Production: Katherine d' Addario
Print Production: Joni Adams
Designer: Eric Kopicki
Photographer: Markus Klinko