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Mark Wilkie, art director
Ian Catmur/Caroline Steiner, Starcom MediaVest Group, writers
Duda Bosnic/Justin Cyganiewicz/Mike Langone/Nate Naylor/Patricio Sanchez, Starcom MediaVest Group, designers
Jefferson Hack, MAD Agency, creative director
Spencer Deadrick/David Gardiner, Starcom MediaVest Group/Kenny Rennard, group creative directors
Rob Rizzo, Starcom MediaVest Group, executive creative director
Lance Jensen, chief creative officer
Paul Martinez, Arcade Edit, editor
Mark Romanek, Anonymous Content , director
Rick Waller, agency producer
Leslie Carthy, Anonymous Content /Aristides McGarry, Arcade Edit, producers
SueEllen Clair, Anonymous Content /Eric Stern, Arcade Edit/Nicole Visram, executive producers
Brian Gonsar, executive agency producer
Rob Gilcrest/Kelly McSheffrey, project managers
Hill Holliday, ad agency
Bank of America, client
Bank of America is in a unique position to use its size and scale to help people and communities address societal challenges. The bank 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 download. A few days before the Super Bowl, a teaser was posted on YouTube, a Vine video was tweeted on the bank's two digital billboards in Times Square and a clock counted down to the song's availability. To amplify the message, 500 radio personalities did live reads on local stations nationwide. On Super Bowl Sunday, the ad reached more than 100 million viewers and, surrounded by an innovative social media strategy, created huge awareness, participation and buzz. The song was downloaded more than a million times in the first hour alone. In just one day, 3,144,477 downloads triggered a $3,144,477 donation from Bank of America—translating into nearly eight million days of life-saving AIDS medication for pregnant mothers. There were seven million YouTube views of the ad and 112,000 campaign mentions. There were also 107,000 tweets, the majority of which came from celebrities, musicians, talk-show hosts and politicians.

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