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.