What RED Is
(RED) was created by Bono and Bobby Shriver, Chairman of DATA to raise awareness and money for The Global Fund by teaming up with the world’s most iconic brands to produce (PRODUCT)RED branded products. A percentage of each (PRODUCT)RED product sold is given to The Global Fund. The money helps women and children affected by HIV/AIDS in Africa.
What’s the meaning of the parentheses or brackets? They call them “the embrace.” Each company that becomes (RED) places its logo in this embrace and is then elevated to the power of red. Thus the name — (PRODUCT)RED.
The consumer, can take her purchase to the power of (RED) simply by upgrading her choice. Thus the proposition: (YOU)RED. Be embraced, take your own fine self to the power of (RED). What better way to become a good-looking samaritan?!
THE TEAM | Designer John Paul Chirdon Designer Christian Butte Art Director Todd Simmons Copywriter Todd Simmons Copywriter Sam Wilson Photographer Original GAP(Red) advertisement photograph by Annie Leibovitz Illustrator Henri Kusibiantoro Illustrator Christian Butte Typographer Todd Simmons Typographer Christian Butte Creative Director Karl Heiselman Creative Director Eric Scott Design Group Urban Caprice, London Store Window Designer Matt Peat Advertising Agency Laird + Partners, New York Advertising Agency Mother, London Account Handler Melissa Bamber Account Handler Jessica Chalifoux Marketing Manager Dean Crutchfield See How RED works