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More to that Dec 1 Red campaign: Modernista! opened Red shops in London Tokyo and New York

Red New York
Red San Fransico
Red Harajuku
Red Harajuku
Red New York
Red Harajuku

There was more to that RED tag than met the (internet) eye December 1 - first twitter, facebook and google turned red (thanks to Nike). Now I learn that Modernista launched "Red" pop-up stores in London, New York, San Francisco and Tokyo - and a blog for it as well.

This holiday season, when you give a (RED) gift, you join some of the world’s most iconic brands in a movement that is saving lives in Africa. Boston-based Modernista! helped bring this idea to life with a campaign, launched on World AIDS Day, that encompasses four (RED) “Pop Up Retail” shops on three continents, a takeover of London’s Oxford Circus Underground station, and short videos in partnership with animation house Psyop that will run in the shops, digital screens in the Underground, and across a number of online placements. One message is clear throughout all campaign elements: One Color Unites Us.

"A massive 3,300 sq ft takeover of the Oxford Circus Underground station in London combines both printed and digital OOH and includes:
Over 30 individually designed wall panels, some of which are 30-40 meters long
Two stop-animation videos that were a collaboration with the creative team from Psyop and music house Squeak E Clean,(who produced the Where The Wild Things Are soundtrack).
The videos are composed from hundreds of individually screen-printed still frames – each printed and shot at master printer Luther Davis’ studio in Brooklyn.
The videos will run at the 4 pop-up shops, on Oxford Circus digital screens, at joinred.com, Youtube, Facebook and MySpace "

"Finally, the campaign includes a multitude of hard-working digital elements, including “Turn Facebook (RED)” and Shop Facebook pages, joinred.com landing pages and many web banners."

Hang on, it's the same Red that I wrote about December 1. Except I got the release from Modernista December 3rd. Bummer.

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